Where there's smoke there's fire for a startup snack maker.
For most people who enter the barbecue business, the journey begins at home with a small smoker in the backyard, where they experiment with various foods and techniques. In 2019, Jared Drinkwater was one of those dabblers and wondered what would happen if he put corn chips into his smoker.
Drinkwater and his business partners set to work on perfecting the process of smoking chips, which took nearly three years of experimentation to nail down. “He called me the next day and said this was the best chip he’d ever had,” Drinkwater recalls."And he wanted to know what we needed to make it work.”Drinkwater and his team flew to Florida for a meeting to explain what they needed, and the co-packer agreed to build a 3,000-square-foot smokehouse attached to his production plant.
“Without question, my connections from Frito Lay are coming in handy,” Drinkwater says of getting his product on store shelves. “I knew people from Albertsons. I knew people from H-E-B. But all they did was get me in front of the buyers, and they see hundreds of products a week.” In 2022, Drinkwater quit his job in marketing to focus on Low and Slow full time. He formally launched the product line at theBarbecue Fest in November 2022 and got his product placed on store shelves this past summer. He's putting his marketing experience to work, starting with the people who would appreciate his product the most."We're really homing in on the barbecue community," Drinkwater says.
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