Wildwood Grilling

What Wildwood Grilling does

Wildwood Grilling is a privately-held manufacturer of premium wood grilling and smoking products, founded in 1995 and headquartered in Sandpoint, Idaho. The company's core product lines include grilling planks across Cedar, Alder, Cherry, Maple, Hickory, and Red Oak varieties, along with wraps, smoking chips, pellets, fire starters, and kindling. Its plank manufacturing uses a proprietary all-side surfacing process, with Western Red Cedar sourced from the Pacific Northwest and a claimed 100% fiber utilization across inputs. The company maintains GMP, SFI, and Food Safe certifications relevant to grocery and foodservice procurement.

The business operates a hybrid go-to-market model. Direct-to-consumer revenue is generated through an e-commerce store, supported by an affiliate program (including placement on the AvantLink network). Wholesale revenue comes from B2B sales to grocers, club stores (notably Costco), seafood manufacturers, restaurants, and other foodservice operators. A private-label program with a $200 setup fee offers co-branded and white-label manufacturing to outside brands. Customer segments span home grillers, gift purchasers, and institutional foodservice buyers, with named partnership anchors including Ted's Montana Grill under a multi-year agreement.

Wildwood Grilling's recent strategic activity has been oriented toward portfolio expansion rather than category reinvention: 2025-2026 product launches include the Cedar & Flame Collection, Cedar & Spice Planks, a Single Cedar Grilling Plank SKU, and Wildwood Pizza Wood, plus a Wildwick fire-starter line. A separate sister brand, Brandt Firecraft, has been launched to address fire-starting products outside the core plank franchise. The company employs 60+ people and continues to build out director-level functions, indicating operational scaling consistent with a multi-channel, multi-brand specialty CPG.

Name

Wildwood Grilling

Legal name

Wildwood Grilling

Website

https://wildwoodgrilling.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Wildwood Grilling, founded in 1995 in Sandpoint, Idaho, manufactures premium wood grilling planks, smoking chips, wraps, pellets, and fire starters. The company sells direct-to-consumer via e-commerce and wholesale to grocers, club stores, seafood manufacturers, and foodservice operators.

Ownership category

akta.pro rank

Product category

Outdoor Cooking & Grilling Accessories

NAICS

Sawmills and Wood Preservation (32111), Sawmills (321113), Wood Product Manufacturing (321)

SIC

Lumber & Wood Products (No Furniture) (2400), Sawmills & Planting Mills, General (2421)

akta.pro primary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

akta.pro secondary industry

Wood Chipping, Residue Processing & Biomass Feedstock (IMAMABAG)

Keywords

• Wood grilling planks
• Smoking chips
• Grilling wraps
• Fire starters
• Private label grilling

Headquarters

HQ city

Sandpoint

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through wildwoodgrilling.com online shop. Includes grilling planks, smoking chips, pellets, fire starters, kindling, wraps, and gift sets. Free shipping on orders $50+.
2. Wholesale and Bulk Orders: Bulk purchase options for retailers, grocers, seafood manufacturers, foodservice providers, and other B2B customers. Includes private label services for grocers and retailers with custom branding.
3. Affiliate Program: Partnered with AvantLink affiliate marketing technology. Affiliates earn commission on every qualified buyer they refer to Wildwood Grilling.
4. Private Label Services: Custom branding services for grocers and retailers - one-time $200 setup fee for custom branding plate with 4-week turnaround after proof approval for case quantities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wildwood Grilling manufactures premium wood grilling planks, wraps, smoking chips, smoking pellets, fire starters, kindling, and pizza wood from sustainably sourced Pacific Northwest wood, sold direct to consumers via its online shop and to businesses via wholesale and private label programs. The company's signature product is the Western Red Cedar grilling plank in multiple sizes, complemented by Alder, Cherry, Maple, Hickory, and Red Oak variants.

Product overview

Wildwood Grilling is a manufacturer of premium wood grilling and smoking products founded in 1995 and headquartered in Sandpoint, Idaho. The product portfolio centers on grilling planks (the company's signature product) available in five wood types: Cedar (Western Red Cedar in medium, large, and small sizes), Alder, Cherry, Maple, and Hickory. These planks are complemented by grilling wraps in Cedar, Cherry, and Maple; smoking chips in seven varieties including Northwest Blend, Alder, Apple, Hickory, Maple, and Wild Cherry; smoking pellets; and fire-starting products (Wildwick Fire Starters and Cedar Kindling). The company offers sampler packs and gift sets combining multiple products, plus e-gift cards and a Pro Team ambassador program. A wholesale division provides bulk purchasing and private labeling for retailers and foodservice. The products are positioned as sustainably sourced, food-safe, and manufactured in the Pacific Northwest, with primary use cases for salmon, seafood, chicken, and vegetables.

Differentiator

Problem solved

Functional benefit

Brands

• Brandt Firecraft: A new sister brand focused on fire-starting products and real-life moments that happen after the fire is built, led by co-founder Katie Bradish.

Products and services

• Cedar Grilling Planks (Western Red Cedar) Premium Western Red Cedar grilling planks available in medium (5x11"), large (7x15"), and small (7x7") sizes that infuse food with mild aromatic smoke while keeping it moist and tender; for use on grill or in oven by home cooks and restaurants.
• Alder Grilling Planks Northwest Alder grilling planks (5x11") imparting a delicate, earthy flavor with a hint of sweetness; ideal for white fish, seafood, vegetables, and fruit.
• Cherry Grilling Planks Wild Cherry grilling planks (5x11") that add a vaguely sweet and fruity smoke flavor; pairs well with poultry, turkey, peaches, and vegetables.
• Maple Grilling Planks Pacific Coast Maple grilling planks (5x11") offering the sweetest smoke of grilling woods; ideal for pork, bacon, pizza, cheese with rind, pineapple, and vegetables.
• Hickory Grilling Planks Hickory grilling planks (5x11") producing a strong and bold smoke flavor with a Southern-style BBQ twang; best for beef, lamb, wild game, bacon, portobello mushrooms, and fruits.
• Red Oak Grilling Planks Red Oak grilling planks (5x11") producing a distinctive savory smoke flavor for grilling meats and vegetables.
• Signature Line Cedar Planks Western Red Cedar grilling planks with squared edges (rather than premium rounded edges) in 5x11" size, crafted from sustainably sourced cedar with the same flavor profile as the premium line.
• The Cedar & Flame Collection Complete grilling gift set featuring chemical-free fire starters, natural cedar kindling, and Cedar Grilling Planks (8-pack) for outdoor cooking enthusiasts.
• Cedar Grilling Wraps Cedar wood grilling wraps (7.25" x 8", 8-pack) that wrap around food for juicy, moist cooking without direct flame contact; best for salmon, shrimp, vegetables, chicken, and seafood.
• Cherry Grilling Wraps Cherry wood grilling wraps (7.25" x 8", 8-pack) for poultry, seafood, fruit, and vegetables with a subtly sweet smoky flavor.
• Maple Grilling Wraps Maple wood grilling wraps (7.25" x 8", 8-pack) ideal for pork, lamb, poultry, cheese, and fruit with a sweet, balanced smoke.
• Northwest Blend Smoking Chips Smoking chips blend of Maple, Cherry, and Alder woods (180 cu. in.) capturing Pacific Northwest flavor essence with medium flavor strength.
• Alder Smoking Chips Pacific Northwest Alder smoking chips with delicate, earthy flavor and hint of sweetness; mild strength ideal for halibut, mild fish, seafood, pork, and poultry.
• Apple Smoking Chips Applewood smoking chips producing sweet, fruity smoke; strongest and most popular of fruit woods, pairing well with fish, poultry, and pork.
• Hickory Smoking Chips Hickory smoking chips producing strong, bold smoke flavor for beef, wild game, bacon, and lamb.
• Maple Smoking Chips Maple smoking chips offering the sweetest smoke of grilling woods; subtle and balanced, ideal for pork and ham.
• Wild Cherry Smoking Chips Wild Cherry smoking chips producing sweet, fruity smoke perfect for chicken, vegetables, and fruit.
• Smoking Pellets All-natural smoking pellets (10 lbs) made from a blend of Maple, Cherry, and Hickory hardwoods with no additives; 100% sustainably sourced.
• Wildwick Fire Starters Natural wood and beeswax fire starters for igniting grills, smokers, and fire pits; chemical-free and long-lasting.
• Cedar Kindling Premium cedar kindling for building robust, reliable flames; crafted as the crucial middle layer for fire building, kiln-dried and chemical-free.
• Wildwood Pizza Wood Wood product designed for cooking pizza in wood-fired ovens or on grills.
• Grilling Planks Sampler Pack (5 Flavors) Sampler pack containing 5 different wood plank flavors (Cedar, Alder, Cherry, Maple, Hickory) in medium (5x11") or large (7x15") sizes for trying multiple wood types.
• Wholesale & Private Label Services Bulk purchase options and custom private labeling services for grocers, retailers, seafood manufacturers, and foodservice providers; includes a one-time $200 setup fee for custom branding and 4-week turnaround after proof approval for case quantities.
• e-Gift Card Electronic gift cards available in $25, $50, and $100 denominations for gifting to grilling enthusiasts.

Quantifiable outcome

• ~5% growth in cedar plank salmon sales
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Ted's Montana GrillcoreChannel Partner/ Reseller/ DistributorTed's Montana Grill has been a wholesale customer for over 5 years, growing their cedar plank salmon sales by approximately 5% since transitioning to Wildwood Grilling. They have been supported through distribution changes and COVID challenges.
• Seafood ManufacturerscoreChannel Partner/ Reseller/ DistributorWholesale partnerships with seafood manufacturers to turn seafood counters into destinations for healthy, elevated at-home dining. Wildwood provides training, POS kits, and customized support.
• Grocers and Retailers (Private Label)coreOEM/ Whitelabel/ Licensing PartnerPrivate label services for grocers and retailers with $200 one-time setup fee. Custom branding plates with 4-week turnaround after proof approval for case quantities. Targets consumers prioritizing fresh food, health, and happiness.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Fogo Charcoal: Fogo Charcoal sources premium lump charcoal and wood products from the Americas. It is an emerging premium-wood-fuel brand with a comparable sustainability and sourcing narrative to Wildwood's Pacific Northwest story.
• Grilla's Grills: Grilla's Grills is a smaller pellet and kamado grill brand that also sells wood pellets and grilling accessories. It is an emerging player with partial overlap in the wood-fuel consumable category.

Direct peers

• Smokehouse Products: Smokehouse Products is one of the original specialty makers of wood smoking chunks, chips, and grilling planks. It directly competes with Wildwood in the wood smoking/grilling product category serving both consumers and foodservice.
• Western Premium BBQ Products: Western Premium BBQ Products manufactures BBQ pellets, smoking woods, and grilling planks for retail and private label. It competes with Wildwood across wood-fuel SKUs and is also a private label supplier, overlapping in B2B channels.
• Camerons Products: Camerons Products specializes in wood smoking chunks, chips, and grilling planks under the Camerons and Minute Man brands. It is a direct competitor in the wood-smoking consumer category with similar retail and wholesale distribution.
• Bear Mountain BBQ: Bear Mountain Premium BBQ Woods produces wood pellets, smoking chips, and grilling planks for retail and wholesale. It is a direct competitor in the wood-fuel-for-grilling category with overlapping SKUs and channels.

Broad incumbents

• Traeger Grills: Traeger is the leading wood pellet grill brand and also sells branded pellets, rubs, and grilling accessories. It is a broad incumbent in the wood-fired outdoor cooking space where Wildwood operates, though Traeger focuses on grills as its core platform.
• Camp Chef: Camp Chef makes outdoor cooking equipment including pellet grills, flat top grills, and accessories. It is a broad incumbent serving the outdoor cooking consumer with overlapping wood-fuel accessory categories.
• Weber (Weber Grills): Weber is the dominant global grilling brand offering grills, charcoal, accessories, and consumables. Its grilling accessories portfolio overlaps with Wildwood's grilling plank and smoking product categories, making it a broad incumbent peer.
• Jack Daniel's Wood Smoking Chips (licensed): Jack Daniel's licensed wood smoking chips are widely distributed in grocery and mass channels and compete directly with Wildwood's smoking chips at retail. The licensed brand gives them incumbent shelf advantages.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wildwoodgrillin
• YouTubeyoutube.com/channel/UCnnHA5k70A5D4XxOd5AmSGA
• Instagraminstagram.com/wildwoodgrilling
• Pinterestpinterest.com/wildwoodgrillin
• Facebookfacebook.com/WildwoodGrilling
• LinkedInlinkedin.com/company/wildwood-grilling

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Wildwood Grilling