What Southern Smoke Foundation does

Southern Smoke Foundation is a 501c3 nonprofit founded in 2015 by Houston-based chef Chris Shepherd to provide emergency financial relief and mental health support to food and beverage industry workers across the United States. Its service offering has two primary components: direct cash assistance to qualifying hospitality workers facing crisis (medical emergencies, housing instability, post-disaster recovery), and the Behind You mental health program, which delivers counseling and coaching through licensed providers and currently operates in 14 states plus Washington, DC. The organization formally broadened its scope from a Houston-local effort into a national mission following Hurricane Harvey in 2017, a pivot that established the template for both crisis-response grants and longer-horizon mental health programming.

The foundation's revenue model is donation- and event-driven rather than fee-based. Marquee annual events such as Southern Smoke Decanted (a wine-and-spirits gala in 2025 that raised approximately $1.6M) and the Behind You Classic (a regional golf-style tournament, with a 2026 expansion to North Carolina) anchor gross inflows, supplemented by corporate sponsorships from hospitality-adjacent brands including Sysco, Lexus, and Resy/Amex. The 2026 launch of Behind You Beer in partnership with Roadhouse Brewing extends the model into commercial co-branded product, aligning beverage sales with mission funding. To date the foundation reports more than $16.3M distributed across its grant and counseling programs since founding.

Operationally, distribution is mediated through restaurant-industry referral networks (industry insiders, sponsor employees, and partner organizations) and a vetted network of licensed mental health providers for the Behind You program. There are no public disclosures of proprietary technology platforms, AI tooling, or data assets supporting either the grant or counseling workflows; the foundation's value-add rests on brand reputation, donor relationships, and counselor network curation rather than a technology moat.

Name

Southern Smoke Foundation

Legal name

Southern Smoke Foundation

Website

https://southernsmoke.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Southern Smoke Foundation is a 501c3 nonprofit that delivers emergency financial aid and mental health counseling to US food and beverage workers, operating the Behind You program in 14 states plus DC and distributing over $16.3M in aid since 2015.

Ownership category

akta.pro rank

Product category

Nonprofit Emergency Relief and Mental Health Services

NAICS

Emergency and Other Relief Services (62423), Emergency and Other Relief Services (624230), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industry

Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Emergency relief grants
• Mental health counseling
• Food beverage workers
• Nonprofit fundraising events
• Culinary industry charity

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Others, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations and Fundraising Proceeds: The primary revenue stream is charitable donations and proceeds from fundraising events. The Southern Smoke Festival is the largest annual fundraiser, with approximately 15% of funds raised allocated to general operations and the remainder directed to the Emergency Relief Fund and Behind You mental health program. Additional events include Southern Smoke Decanted (wine auction, raised $1.6 million in 2025), Farmstead Live Fire (Napa Valley), and the Behind You Classic (raised $75,000 in 2026 for North Carolina mental health expansion). The Behind You Beer (crafted with Roadhouse Brewing) generates 10% of all sales for SSF. Ticket sales, merchandise, Bottle Club subscriptions, and general donations also contribute.
2. Festival and Event Ticketing: Revenue is generated through ticket sales to signature culinary events. Southern Smoke Festival 2026 general admission tickets are $225; Lexus VIP tickets are $550; Talent Supporter packages are $5,000. Southern Smoke Decanted 2026 offers tiered table/sponsorship packages ranging from $750 (individual seat) to $50,000 (Notorious Admirals Club 10-person table). Levi Goode Presents: Hats & Horses general admission starts at $125 with VIP bungalows at $500.
3. Merchandise and Bottle Club: The organization sells branded merchandise (shop), including the Southern Smoke Bottle Club subscription offering. Proceeds from merchandise sales support the Emergency Relief Fund and general operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Southern Smoke Foundation provides direct emergency financial grants and no-cost mental health counseling to food and beverage industry workers facing crises. Its Emergency Relief Fund covers living expenses, medical care, medications, natural disaster assistance, childcare, and transportation, while the Behind You program delivers counseling services to eligible workers in 14 states plus Washington D.C. Programs are funded through charitable donations, corporate sponsorships, merchandise sales, Bottle Club memberships, and proceeds from signature culinary events such as the Southern Smoke Festival and Southern Smoke Decanted.

Product overview

Southern Smoke Foundation is a 501c3 nonprofit organization offering two core programs: the Emergency Relief Fund providing direct financial assistance to food and beverage workers in crisis, and Behind You, a no-cost mental health counseling program available in 14 states and Washington D.C. The organization also provides a downloadable Crisis Toolkit. The Foundation hosts several annual fundraising events including the Southern Smoke Festival in Houston, Southern Smoke Decanted (wine tasting and auction), Farmstead Live Fire (Napa Valley), and the Southern Smoke Symposium. Additionally, Behind You Beer is a collaborative beer product with Roadhouse Brewing where 10% of sales support the foundation.

Differentiator

Problem solved

Functional benefit

Products and services

• Emergency Relief Fund Direct financial grants for food and beverage workers in crisis, covering living expenses, critical medical care and medications, natural disaster assistance, childcare, transportation, and household instability. Eligible applicants must be employed in F+B with taxable income, working 30+ hours per week for at least 6 months; applications must be submitted within 6 months of the qualifying crisis, and each applicant may apply only once every 12 months.
• Behind You Mental Health Program No-cost mental health counseling for food and beverage workers delivered through a network of licensed counseling providers, available in California, Florida, Illinois, Louisiana, Maine, Massachusetts, Michigan, New York, North Carolina, South Carolina, Tennessee, Texas, Virginia, and Washington D.C. Workers outside these service states can apply for financial assistance for mental health crises through the Emergency Relief Fund.
• Southern Smoke Festival Annual three-day food and beverage festival in Houston, TX featuring nearly 100 celebrated chefs, beverage professionals, and hospitality visionaries; raises funds for the Emergency Relief Fund and Behind You mental health program. Tickets include General Admission ($225), Lexus VIP ($550, sold out in 2026), and Talent Supporter packages ($5,000).
• Southern Smoke Decanted Annual wine tasting and live auction event bringing together winemakers, chefs, and supporters to raise funds for food and beverage workers in crisis; tiered seat and table packages range from $750 individual seats to $50,000 ten-person home dinner experiences.
• Farmstead Live Fire x Southern Smoke Foundation Annual live-fire cooking event held in Napa Valley, CA, featuring California chefs and top wineries, benefiting SSF's emergency relief and mental health programs.
• Southern Smoke Symposium Interactive panel discussions addressing industry challenges, exploring growth strategies, and discussing ways to sustain food and beverage businesses in a changing economy.
• Behind You Beer A 5% lager with coriander and sea salt co-created by Roadhouse Brewing, Chris Shepherd, and Turley winemaker Tegan Passalacqua, with 10% of all sales benefiting Southern Smoke Foundation.

Quantifiable outcome

• $16.3 million+ distributed directly to food and beverage workers in need across the U.S.
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered flagship, core and minor.

• SyscoflagshipGTM or Marketing PartnerSysco is the Presenting Partner of Southern Smoke Festival 2026. As the largest foodservice distributor in North America, Sysco's presenting sponsorship provides significant financial underwriting, industry credibility, and distribution network reach for the festival. Sysco also operates the Sysco Nourishing Neighbors program as a 2026 Festival Partner.
• LexuscoreGTM or Marketing PartnerLexus is the Official VIP and Vehicle Partner of Southern Smoke Festival 2026 and a Vintners Tasting Supporter for Southern Smoke Decanted 2026. Provides VIP transportation and exclusive VIP lounge experiences at festival events.
• Resy and American ExpresscoreGTM or Marketing PartnerResy and American Express are the Official Credit Card, Payment Platform & Reservation Booking Platform Partner of Southern Smoke Festival 2026 and the Lead Supporter of Southern Smoke Decanted 2026. Resy powers restaurant reservation integrations for the festival's dining events, while American Express provides payment processing support.
• Food & Wine MagazineflagshipGTM or Marketing PartnerFood & Wine is the Official Media Partner and Official Supporter of the Food & Wine Best New Chefs for Southern Smoke Festival 2026. Food & Wine also donates a portion of net proceeds from Food & Wine Classic Aspen to Southern Smoke Foundation (alongside No Kid Hungry) and features Food & Wine Best New Chefs at the SSF festival.
• Four Seasons Hotel HoustoncoreGTM or Marketing PartnerFour Seasons Hotel Houston is the Official Hotel Partner of Southern Smoke Festival 2026 (room rates from $345/night) and the Official Hotel Supporter of Southern Smoke Decanted 2026 (room rates from $343/night). Provides accommodation for visiting chefs and talent.
• YETIcoreGTM or Marketing PartnerYETI is the Official Culinary Stage Partner of Southern Smoke Festival 2026, hosting the YETI Culinary Demo Stage where chef demonstrations take place. YETI's brand ambassador Brad Leone serves as the YETI Culinary Stage Emcee. YETI also supports Southern Smoke Decanted 2026.
• Tito's Handmade VodkacoreGTM or Marketing PartnerTito's Handmade Vodka is the Official Vodka Partner of Southern Smoke Festival 2026, providing spirit donations and brand activation at festival bars. Also a partner for Farmstead Live Fire x SSF 2026.
• Stella ArtoisminorGTM or Marketing PartnerStella Artois is the Official Beer Partner of Southern Smoke Festival 2026, providing beer offerings at festival bars and events.
• Athletic Brewing Co.minorGTM or Marketing PartnerAthletic Brewing Co. is the Official Non-Alcoholic Beer Partner of Southern Smoke Festival 2026 and Farmstead Live Fire x SSF 2026, providing non-alcoholic options for the designated driver and sober-curious audience.
• nütrlminorGTM or Marketing Partnernütrl is the Official Canned Cocktail Partner of Southern Smoke Festival 2026, providing ready-to-drink canned cocktail options at festival bars.
• SkaddenminorGTM or Marketing PartnerSkadden is the Official Supporter of the Food & Wine Best New Chefs at Southern Smoke Festival 2026, underwriting the appearance and experience of the Food & Wine Best New Chefs at the festival.
• Acqua Panna and S. PellegrinominorGTM or Marketing PartnerAcqua Panna and S. Pellegrino (Nestlé Waters) are the Official Water Partner of Southern Smoke Festival 2026, providing still and sparkling water at festival bars and dining events.
• H-E-BcoreGTM or Marketing PartnerH-E-B is a 2026 Festival Partner and the Winemaker Welcome Party Supporter for Southern Smoke Decanted 2026. The Texas-based grocery chain provides retail and foodservice industry community connections and financial support.
• Foxglove CommunicationscoreGTM or Marketing PartnerFoxglove Communications is a 2026 Festival Partner handling public relations and media relations for the Southern Smoke Festival. They also manage media inquiries for SSF events (contact: [email protected]).
• Roadhouse BrewingcoreStrategic or Co-development PartnerRoadhouse Brewing collaborated with SSF founding director Chris Shepherd and Turley winemaker Tegan Passalacqua to create 'Behind You Beer,' a 5% lager with coriander and sea salt. 10% of all Behind You Beer sales benefit Southern Smoke Foundation. The beer was launched at release parties in Houston (Flying Saucer, April 9, 2025; Nonno's, April 8, 2025). Roadhouse is also a partner for Farmstead Live Fire x SSF 2026.
• Long Meadow RanchcoreStrategic or Co-development PartnerLong Meadow Ranch is the host venue and partner for Farmstead Live Fire x Southern Smoke Foundation (3rd annual event, July 24, 2026, Napa Valley, CA). The event brings together California chefs and top wineries for a live-fire culinary event benefiting SSF's emergency relief and mental health programs.
• Charity NavigatorflagshipOthersCharity Navigator provides independent nonprofit evaluation and ratings. Southern Smoke Foundation holds a 4-star rating (EIN 812423050). The Charity Navigator seal appears in the SSF website footer.
• James Beard FoundationcoreOthersThe James Beard Foundation seal appears on the Southern Smoke Foundation website footer. The James Beard Foundation is a leading culinary industry organization that promotes and celebrates chefs and the food industry.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCs2H8BZ8JSVvFkR4WoiPmvw
• Facebookfacebook.com/southernsmokefoundation
• LinkedInlinkedin.com/company/southern-smoke-foundation
• Instagraminstagram.com/southernsmokefoundation

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 Southern Smoke Foundation