Pro Smoker

What Pro Smoker does

Pro Smoker is a third-generation, family-owned manufacturer of commercial thermal processing equipment, headquartered in Wisconsin and operating under parent company Dervati alongside sister brand PS Seasoning. Founded in 1977 by Harold Hanni, the company designs and builds commercial smokehouses (Model 100SS BBQ Pellet Smoker, Model 150S and 300S Handload Smokers with Bluetooth/WiFi app technology, truckload smokehouses ranging from Model 320T HVE through Model 1100T, and custom multi-truck configurations), dry aging cabinets (Reserve 100 and Reserve 300C), sawdust and pellet smoke generators, food-grade hardwood fuels, replacement parts, and preventative maintenance kits. Core technology centers on precision temperature and humidity control, high-velocity airflow systems, and automated steam/humidity generation, with NSF, MET, and SGS certifications on key product lines and a stated installed base of 16,000+ units globally.

Pro Smoker sells primarily to commercial meat processors, butcher shops and meat markets, caterers and restaurants, specialty food producers, and home enthusiasts across the United States and Canada. The go-to-market combines a direct enterprise sales team (recently expanded with Southwest and Southeast coverage), an authorized dealer network across nine named US and Canadian partners (including Walton's Inc., Kent Butcher Supply, and Gohmann Supply), e-commerce for parts and consumables, and industry event presence at AAMP and related trade shows. Equipment pricing is quote-based with financing offered through partners including ACG Equipment Finance, American Bank Equipment Finance, and Alliance Funding Group, plus an interactive dry-aging ROI calculator used as a sales enablement tool.

The company has entered a phase of rapid scaling, with reported 89% growth, headcount expanding toward 500+ workers, 150 jobs added between June 2025 and June 2026, and a 264,000-square-foot corporate headquarters and innovation campus breaking ground in West Bend, WI in June 2026 for completion in June 2027. A Customer Innovation Center with test kitchen and rapid prototyping capabilities opened in 2025, and the 2026 Commercial Flavor Collection of seasoning blends was launched at the AAMP 2026 National Convention. The Hanni family maintains concentrated ownership and operating control through the Dervati holding structure, with no disclosed external institutional capital.

Name

Pro Smoker

Legal name

Woodland Manufacturing, Inc

Website

https://pro-smoker.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Smoker is a third-generation family-owned Wisconsin manufacturer of commercial smokehouses, dry aging cabinets, and smoke generators serving meat processors, butcher shops, restaurants, and food service operators across North America, now part of parent Dervati.

Ownership category

akta.pro rank

Headquarters

HQ city

Iron Ridge

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Infrastructure, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Commercial Smokehouse Equipment Sales: Pro Smoker manufactures and sells commercial smokehouses including truckload series, handload smokers, BBQ roasters, and custom multi-truck configurations. Products are sold directly and through dealer network with quote-based pricing.
2. Dry Aging Cabinet Sales: Sale of commercial dry aging cabinets (Reserve 100, Reserve 300C) targeting meat processors, butcher shops, and restaurants. Pricing via quote and financing options available through partners.
3. Smoke Generator Sales: Pellet and sawdust smoke generators sold as standalone equipment or integrated with smokehouse systems.
4. Replacement Parts and Accessories: Commercial smoker parts, accessories, sawdust, pellets, woodchips, and maintenance kits sold through e-commerce and dealer network. Includes controllers, burners, probes, fans, and service kits.
5. Financing Services: Partnership with ACG, American Bank Equipment Finance, and Alliance Funding Group to provide equipment financing and leasing options, generating referral revenue and enabling higher-value sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Pro Smoker manufactures and sells commercial thermal processing equipment for the meat processing industry, including commercial smokehouses (BBQ pellet, handload, and truckload series), sawdust and pellet smoke generators, commercial dry aging cabinets, and replacement parts and consumables. Its equipment is sold to commercial meat processors, butcher shops, restaurants, caterers, and home enthusiasts through direct enterprise sales, an authorized dealer network in the US and Canada, and an e-commerce store for parts and accessories.

Product overview

Pro Smoker is a third-generation family-owned manufacturer of commercial thermal processing equipment and seasoning solutions, founded in 1977 and headquartered in Wisconsin. The company operates under parent company Dervati alongside sister company PS Seasoning. Pro Smoker's core product portfolio centers on commercial smokehouses and dry aging cabinets for meat processors, restaurants, butcher shops, and food service operations. The commercial smoker lineup includes Model 100SS BBQ Pellet Smoker, Model 150S and 300S Handload Smokers with app technology (Bluetooth/WiFi enabled), and a range of truckload smokehouses (Model 320T HVE, 500T, 700T, 1100T, and custom multi-truck configurations). Supporting products include smoke generators (sawdust and pellet models), commercial accessories, replacement parts, and maintenance kits. The dry aging product line comprises the Reserve 100 (50 lb capacity) and Reserve 300C (225 lb capacity) commercial dry aging cabinets with compressor cooling, UV lighting, and precise humidity control. Additional offerings include food-grade hardwood fuels (sawdust, pellets, woodchips), equipment financing services, and ROI calculation tools for dry aging operations. The company reports over 16,000 precision-engineered units deployed globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Model 100SS BBQ Pellet Smoker Commercial-grade pellet smoker with 400°F cooking capacity designed for catering, food trucks, and restaurants. Features heavy-duty steel frame on casters, minimal electricity requirements (120V single phase, 4 amps), and 304 stainless steel construction.
• Model 150S Handload Smoker Compact commercial smoker/roaster with 4,025 sq. in. capacity, touchscreen controls, and Bluetooth/WiFi connectivity for remote monitoring. Operates across 60–300°F temperature range. NSF and MET certified, made in USA.
• Model 300S Handload Smoker Larger capacity commercial smoker/roaster with 7,245 sq. in. (50.5 sq. ft.) capacity, four stainless steel product racks, touchscreen controls, and Bluetooth/WiFi app technology. NSF and MET certified, made in USA.
• Model 320T HVE Smokehouse High-volume truck smokehouse with 100% 304 stainless steel construction, fully automated humidity/steam system requiring no external steam source, automated cold shower, and high-velocity circulation fan for even smoke/heat distribution.
• Model 500T Truckload Smokehouse Industrial truckload smokehouse with 100% 304 stainless steel construction, super structure design, and fully automated humidity/steam system requiring no external steam source. Optional drain, control, smoke generator, and door hinge locations.
• Model 700T Truckload Smokehouse Heavy-duty industrial truckload smokehouse with 100% 304 stainless steel construction, automated humidity system, and high-velocity circulation for even smoke/heat distribution. Built for demanding commercial environments.
• Model 1100T Truckload Smokehouse Largest capacity truckload smokehouse with automated 100% sealing electric damper system. Engineered for high-volume meat processors requiring consistent, repeatable thermal processing results.
• Custom Multi-Truck Smokehouses Bespoke smokehouse systems designed for high-volume processors. Engineered to customer specifications for chamber size, truck count, airflow design, and automation level to meet specific production goals and throughput demands.
• Model SG 350 Sawdust Smoke Generator Commercial sawdust smoke generator for precise, consistent smoke production (H 22" x W 20" x D 20"). Designed for clean combustion and repeatable smoke density.
• Model SG 300 Sawdust Smoke Generator Compact commercial sawdust smoke generator (H 18" x W 14" x D 14"). Engineered for clean combustion and scalable smoke production.
• Model SG 300 Pellet Smoke Generator Commercial pellet smoke generator with precision smoke production, consistent smoke density, efficient combustion, and reduced tar and creosote buildup.
• Reserve 100 Dry Ager Commercial dry aging cabinet with 50 lb capacity, compressor cooling system, UV bacteria defense lighting, LED lit interior, and locking mechanism. Temperature range 34–71°F and humidity range 50–85%.
• Reserve 300C Commercial Dry Aging Cabinet High-capacity commercial dry aging cabinet with 225 lb capacity (300-liter), compressor cooling, UV wavelength lighting, LED interior, and external touchscreen controls. Temperature range 34–72°F, humidity 50–85%. SGS certified.
• Sawdust, Pellets & Woodchips Food-grade hardwood fuels for professional smokehouses, available in hardwood sawdust, wood chips, and wood pellets in hickory, mesquite, apple, cherry, maple, and pecan hardwoods.
• Commercial Smoker Accessories Precision accessories including stainless steel product screens/shelves, smoke sticks, side shelves, teflon mesh screens, stockinette hooks, bacon hangers, recorder charts, and silicone sealant for optimizing smokehouse operations.
• Truckload Maintenance Service Kit Preventative maintenance kit for truck series smokehouses including everything needed for quick cleaning, adjustments, and repairs to minimize downtime and maximize performance.
• Handload Maintenance Service Kit Preventative maintenance kit for handload smokehouse series. Includes components for quick cleaning, adjustments, and repairs to maintain optimal equipment performance.
• Commercial Smoker Parts & Supplies Replacement parts for commercial smokehouses including controls, burners, probes, electrical components, fans, motors, and hardware. Available for handload, truckload, and custom multi-truck systems.
• Equipment Financing Equipment financing and lease options offered through partnerships with American Bank Equipment Finance and Alliance Funding Group. Includes Section 179 tax deduction guidance for up to 100% equipment purchase deduction.

Quantifiable outcome

• Reduced cook time and downtime with pellet generators
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Briohn Building CorporationcoreImplementation/ SI/ Consulting Partner · 25 June 2025Design and build contractor for new 264,000-square-foot corporate headquarters and innovation campus in West Bend, Wisconsin.
• PS SeasoningcoreStrategic or Co-development Partner · 25 June 2025Sister company under parent Dervati. PS Seasoning provides seasoning blends, sauces, and culinary innovation that complement Pro Smoker equipment. Both companies share customers, R&D capabilities, and sales network. Together they serve food companies at every stage of product development.
• Walton's Inc.coreChannel Partner/ Reseller/ DistributorAuthorized dealer in Wichita, KS. Contact: 3639 N Comotara, Wichita, KS 67226, 800-835-2832, [email protected]
• Kent Butcher SupplycoreChannel Partner/ Reseller/ DistributorAuthorized dealer in Grandville, MI. Contact: 4265 S Spartan Industrial Dr SW, Grandville, MI 49418, 800-632-1983
• Gohmann Supply, LLCcoreChannel Partner/ Reseller/ DistributorAuthorized dealer in St. Cloud, MN. Contact: 23784 67th Ave., St. Cloud, MN 56301
• Tidewater Scale & EquipmentminorChannel Partner/ Reseller/ DistributorAuthorized dealer in Kinston, NC. Contact: 205 W Blount St, Kinston, NC 28501, Toll Free: 800-962-8171
• Phoenix Scale & EquipmentminorChannel Partner/ Reseller/ DistributorAuthorized dealer in Dallas, PA. Contact: Rear 659 Memorial Hwy, Dallas, PA 18612, 570-675-0345
• MTS Equipment SupplyminorChannel Partner/ Reseller/ DistributorAuthorized dealer in Winchester, VA. Contact: 580 Airport Road, Winchester, VA 22602, 540-662-5927
• Halfords Extreme Inc.minorChannel Partner/ Reseller/ DistributorAuthorized dealer in Edmonton, AB, Canada. Contact: 8629 126 Ave NW, Edmonton, AB T5B 1G8, 780-474-4989
• Plainsman EquipmentminorChannel Partner/ Reseller/ DistributorAuthorized dealer in St. Francis Xavier, MB, Canada. Contact: 91 Senecal Drive, St. Francis Xavier, MB R4L 1A9
• CM Machine ServicesminorChannel Partner/ Reseller/ DistributorAuthorized dealer in Brampton, Ontario, Canada. Contact: 55 Stafford Dr. Unit 'I', Brampton, On L6W-1L3, 905-793-3994

Scale indicators6 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Alkar (Middleby Corporation): Alkar, a Middleby-owned brand, manufactures commercial smokehouses and thermal processing equipment for the meat and food processing industry — directly competing with Pro Smoker's truckload smokehouses in the same end-market with overlapping customer profiles.
• Vortron Smokehouse: Vortron manufactures commercial and industrial smokehouses for meat processors, directly competing with Pro Smoker in the same product category targeting similar SMB and mid-market meat processors in the US.
• MAURER-Atmos Middleby: MAURER-Atmos, part of Middleby's food processing group, produces industrial smokehouses and cooking systems for meat producers globally — overlapping with Pro Smoker's commercial smokehouse product line in functionality and end-market.
• BASTRA GmbH: BASTRA is a German manufacturer of industrial smokehouses, cooking chambers, and meat processing equipment, directly comparable to Pro Smoker in product category and target customer (commercial meat processors).

Broad incumbents

• Middleby Corporation: Middleby is a large diversified commercial kitchen and food processing equipment conglomerate owning Alkar, MAURER-Atmos, and other smokehouse brands. It competes with Pro Smoker across multiple thermal processing categories as the dominant broad incumbent in the space.
• JBT Corporation (John Bean Technologies): JBT is a large diversified food processing equipment manufacturer with thermal processing and protein processing solutions. It competes with Pro Smoker at the high end of the commercial meat processing equipment market as a broad incumbent.
• Marel hf: Marel is a global leader in food processing equipment for meat, poultry, and fish, with thermal processing capabilities. As a broad incumbent, it competes with Pro Smoker across commercial meat processing equipment categories worldwide.
• Provisur Technologies: Provisur Technologies manufactures industrial food processing equipment including forming, slicing, and thermal processing systems. It serves overlapping commercial meat processor customers as a broader food processing equipment incumbent.

Emerging players

• Heat and Control: Heat and Control manufactures food processing and thermal equipment for meat and snack food producers. It is comparable to Pro Smoker as an emerging player in specialized thermal processing equipment with partial product overlap.
• Linco Food Systems: Linco Food Systems manufactures further processing equipment for the meat industry including thermal processing and forming equipment. Comparable to Pro Smoker as an emerging player in specialty meat processing equipment with similar end customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ProSmokerNRoast

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pro Smoker