In this sizzling summer bonus episode of The Food Professor Podcast, Michael interviews Chef Jonathan Maters, co-founder of Smokin Jon’s BBQ & Company. Live from the SIAL show floor, they dive into how Jonathan turned a backyard COVID project into a growing Atlantic Canadian food brand. From smoky maple sauces to Cuban-inspired rubs, Jonathan shares his journey, insights on scaling in a tight retail market, and the blood, sweat, and sauce behind his entrepreneurial success.
In this special summer bonus episode of The Food Professor Podcast, host Michael LeBlanc brings listeners straight to the SIAL Food Innovation Show floor for a flavorful conversation with Chef Jonathan Maters, co-founder of Smokin Jon’s BBQ & Company. Born in Newfoundland and based in New Brunswick, Jonathan shares how a pandemic-era pivot turned his passion for barbecue into a growing food enterprise capturing the attention of retailers and food lovers alike.
Jonathan walks us through his culinary roots, detailing how he started with a single signature sauce—Smoky Maple—bottled and sold from his backyard deck. With demand quickly outpacing his capacity, he moved into Class 5 kitchens and later secured a co-packing partner to scale his product line. Now, with a robust lineup of unique, clean-label barbecue sauces, hot sauces, and spice rubs, Smokin’ Jon’s is turning heads across Canada.
From the Cuban-inspired Cubana BBQ sauce (orange juice, cumin, and oregano!) to the fiery Carolina Reaper sauce and low-sodium, filler-free spice blends, Jonathan emphasizes innovation, authenticity, and health-conscious ingredients. He shares how packaging design and colour-coded branding help his products stand out on crowded shelves.
Jonathan also opens up about the hard realities of food entrepreneurship—from navigating CFIA and FDA regulations to the steep costs of national shelf space, and his evolving relationship with major retailers like Sobeys and Loblaws. He reflects on the role of local government support, challenges in accessing infrastructure, and the importance of marketing hustle, including a growing Instagram following built on grassroots cooking content.
Listeners will appreciate Jonathan’s frank insights on building a business from scratch, his strategic use of flavour storytelling, and his advice to fellow food entrepreneurs: “You’ll hear ten no’s for every yes—but that one yes is everything.”
This episode is packed with practical inspiration, tasty ideas, and a genuine look behind the scenes of a fast-growing Canadian food brand. Whether you're a barbecue enthusiast, aspiring food entrepreneur, or retail insider, this conversation will leave you fired up and hungry for more.
https://smokinjonsbbq.ca/