Smokey Goodness

What Smokey Goodness does

Smokey Goodness B.V. is a privately held Dutch fire-cooking company founded in 2010 by world BBQ champion Jord Althuizen, headquartered at Rotterdamseweg 374 in Delft. The company is structured around three interlocking business units: an experiential workshops and masterclass operation at its purpose-built 'BBQ Walhalla' venue (equipped with 20 Bastards ceramic BBQs, African Braais, a fire pit, and Gozney pizza ovens); a full-service catering arm covering summer BBQ, winter BBQ, corporate events, weddings, festivals, and nose-to-tail experiences; and a multi-channel retail operation combining a walk-in showroom with the shop.smokeygoodness.nl e-commerce webshop, which distributes a curated assortment of premium BBQ brands (Kamado Joe, The Bastard, Traeger, Gozney, Masterbuilt, Home Fires) alongside proprietary rubs, branded merchandise, Yeti coolers, and at least nine published cookbooks authored by Althuizen.

The core technology is the fire-cooking methodology itself: authentic, low-and-slow preparation of sustainably sourced meat and vegetables over real flame, supported by specialized equipment (ceramic kamados, smokers, African braais, wood-fired pizza ovens) and operationalized through hands-on workshop delivery led by named pitmasters (Jord, Rokus, Lina, Tiffany). Pricing is per-participant for workshops (€58.01 for entry-level pizza, up to €169 for advanced formats), per-event for catering, and unit-priced for retail (rubs at €2.25 up to a €3,695 Home Fires Braai). There is no disclosed subscription or recurring software component; every revenue stream is transactional.

Go-to-market is hybrid and intentionally overlapping: physical experience and retail at BBQ Walhalla drive top-of-funnel conversion, while the webshop, newsletter (Smoke Signals), YouTube channel, and social presence (Facebook, Pinterest, Instagram) extend reach nationally. The customer base spans Dutch backyard BBQ hobbyists, corporate and private event organizers, wedding and celebration planners, and — via a partnership with Sligro's ZiN Inspiratielab — professional chefs and hospitality buyers. The company has not disclosed any external funding, headcount, or financial performance; ownership remains founder-controlled under Althuizen.

Name

Smokey Goodness

Legal name

Smokey Goodness B.V.

Website

https://smokeygoodness.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Smokey Goodness B.V. is a Dutch fire-cooking brand founded in 2010 by world BBQ champion Jord Althuizen, operating BBQ and pizza workshops, event catering, and a multi-brand BBQ equipment retail showroom and webshop from its BBQ Walhalla venue in Delft, Netherlands.

Ownership category

akta.pro rank

Product category

BBQ & Outdoor Cooking Services and Equipment

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Variety Stores (5331)

akta.pro primary industry

BBQ & Smokehouse Fast Casual (THAFABAH)

akta.pro secondary industries

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), BBQ Sauce & Marinades Manufacturing (AFAKADAH)

Keywords

• BBQ equipment retail
• Fire cooking workshops
• BBQ catering services
• Outdoor cooking gear
• Ceramic grill sales

Headquarters

HQ city

Delft

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Product Sales: Online sales of BBQ equipment (ceramic BBQs, smokers, pizza ovens), accessories, burnables, knives, tools, merchandise, and cookbooks through shop.smokeygoodness.nl. One-time product purchases with optional external logistics delivery.
2. Workshop and Masterclass Tickets: In-person BBQ workshops and masterclasses at BBQ Walhalla in Delft. Participants pay per person for hands-on cooking experiences, demonstrations, tastings, and open bar. Prices range from €58-169 per participant depending on workshop type.
3. Catering Services: BBQ catering for summer BBQ, winter BBQ, corporate events, festivals, weddings, baby showers, and communions. Nose-to-tail cooking options available. Custom BBQ workshop offerings for groups.
4. BBQ Books and Content: Published BBQ cookbooks including Het Ultieme BBQ boek, Smokey Goodness 2, Smokey Goodness 3, Winter BBQ, Mediterranean BBQ, No Worries BBQ, Best of BBQ Snacks, Burgers & BBQ Bites, BBQ Feast on Fire, and Black Smoke BBQ Booze & Attitude.
5. Physical Retail Showroom: Walk-in retail showroom in Delft open Monday-Friday 09:00-17:30, Saturday-Sunday 10:30-17:00. Direct in-store purchases with immediate product handover.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Smokey Goodness is a Dutch fire-cooking brand that operates hands-on BBQ and pizza workshops at its BBQ Walhalla in Delft, provides full-service BBQ catering for corporate events, weddings, and festivals, and runs an e-commerce and showroom retail business selling ceramic grills (The Bastard, Kamado Joe), pizza ovens (Gozney), pellet grills (Traeger), smokers, accessories, burnables, sauces, knives, and branded merchandise. The business also publishes BBQ cookbooks authored by founder Jord Althuizen.

Product overview

Smokey Goodness operates as a combined workshop experience and retail business centered on fire-based cooking. The company offers hands-on BBQ and pizza workshops at its 'BBQ Walhalla' location in Delft, along with full catering services for events. The retail arm (webshop) sells a comprehensive range of BBQ equipment including The Bastard and Kamado Joe ceramic grills, Traeger pellet grills, Gozney pizza ovens, Masterbuilt gravity smokers, and Home Fires braais. The product portfolio also includes extensive accessories (cast iron, thermometers, knives, tools), burnables (charcoal, wood pellets, smoking woods), sauces and rubs, branded merchandise, Yeti coolers, and a line of BBQ cookbooks authored by founder Jord Althuizen. The business integrates workshop experiences with product sales to create a complete fire-cooking lifestyle brand.

Differentiator

Problem solved

Functional benefit

Products and services

• BBQ & Pizza Workshops Hands-on culinary workshops teaching fire-cooking techniques including American BBQ styles (I, II, III), pizza making (introductory and advanced), burger preparation, winter BBQ sessions, and custom workshops, led by pitmasters at the BBQ Walhalla in Delft. Priced €58-€169 per participant.
• BBQ Catering Full-service catering for events including summer BBQ, winter BBQ, corporate parties, festivals, weddings, baby showers, communions, and nose-to-tail cooking experiences using sustainably sourced meat cooked over real fire.
• Smokey Goodness Webshop Online retail store at shop.smokeygoodness.nl selling BBQ equipment, accessories, burnables, sauces, rubs, knives, outdoor cooking gear, merchandise, and gift cards, with delivery across the Netherlands and free shipping above €75.
• BBQ Books Cookbooks authored by Jord Althuizen including 'Het Ultieme BBQ boek', 'Mediterranean BBQ', 'Winter BBQ', 'No Worries BBQ', 'BBQ Feast on Fire', 'Burgers & BBQ Bites', 'Best of BBQ Snacks', and 'Black Smoke BBQ Booze & Attitude', sold through the webshop and other channels.
• BBQ Showroom (Delft) Walk-in retail showroom in Delft (Rotterdamseweg 374) open Monday-Friday 09:00-17:30 and Saturday-Sunday 10:30-17:00, offering personalized pitmaster advice on BBQ equipment selection and immediate in-store purchases.
• Smokey Festival Events Annual Smokey Festival events featuring masterclasses, beer and wine pairing workshops, BBQ bites demonstrations, latest BBQ gear showcases, and live music, designed to spread the 'BBQ gospel' to the community.
• BBQ Gift Vouchers and Packages Gift vouchers starting from €25, valid for workshop attendance and retail purchases, plus pre-configured BBQ gift packages.

Quantifiable outcome

• Participants learn to bake restaurant-quality pizzas after single evening workshop
• +1 more outcomes

Named customers4 records

Segments4 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

One partnership is on record.

• Sligro/ZiN InspiratielabcoreChannel Partner/ Reseller/ DistributorStrategic partnership with Sligro's ZiN Inspiratielab for hosting professional masterclasses for chefs and hospitality professionals. Professional view approach with hands-on training in small groups focusing on outdoor cooking possibilities, recipes, materials, and techniques.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Broil King: Canadian BBQ grill manufacturer with broad gas, charcoal, and pellet product lines sold globally. Broader incumbent in BBQ equipment with overlap in the retail category Smokey Goodness serves.
• Weber: Global BBQ giant offering the Weber Grill Academy, premium grills, and accessories worldwide. Broad incumbent with overlapping BBQ education and equipment portfolio at much larger scale.
• Napoleon Grills: Canadian BBQ and outdoor heating brand with broad grill portfolio across price points. Broader incumbent overlapping in BBQ equipment retail.

Direct peers

• The Bastard: Dutch ceramic BBQ brand and Smokey Goodness supplier, also operating its own BBQ school and direct-to-consumer retail. Closest Dutch competitor combining BBQ product line with experiential education.
• Traeger Grills: Wood-pellet grill brand with the Traeger Wood Fired Garage (in-person grilling school and retail experience centers). Direct comparable in workshop-plus-retail BBQ brand model.
• Gozney: Premium pizza oven brand with showrooms, masterclasses, and direct-to-consumer retail. Direct peer in the high-end outdoor cooking education plus equipment space, and a current supplier to Smokey Goodness.
• Kamado Joe: Premium ceramic kamado BBQ brand with cooking experiences and global retail. Direct competitor in the same premium ceramic BBQ category that Smokey Goodness retails and educates around.
• Big Green Egg: Premium global ceramic kamado brand with the EGG Academy cooking school program and own retail/academy infrastructure. Direct competitor in high-end BBQ education and equipment.

Regional players

• Holland Barbecue: Netherlands-based BBQ specialist retailer with multi-brand webshop and showrooms. Regional peer competing in the same Dutch BBQ equipment retail market.

Emerging players

• Ooni: Fast-growing pizza oven brand with online-first retail and active content/community engine. Comparable in the pizza oven category and outdoor cooking enthusiast target market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SmokeyGoodnessNL
• Facebookfacebook.com/SmokeyGoodness
• Instagraminstagram.com/smokeygoodness
• Pinterestnl.pinterest.com/smokeygoodness
• LinkedInlinkedin.com/company/smokey-goodness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Smokey Goodness