It’s better to burn out than fade away!

Pyro Culinary Adventurer, that’s what 42-year-old Jord Althuizen prefers to call himself. His function in one sentence? “Setting things on fire and sending invoices,” he says, laughing.

With Smokey Goodness Catering, the Hague entrepreneur, who started as a food trucker in 2010, is now the owner of the largest barbecue empire in the Benelux.

Smokey Goodness, with its headquarters in Delft, stands for premium BBQ. From pulled pork and brisket to hot smoked salmon and ‘flamingly delicious veggies’: his people prepare it with great spectacle. Jord also has two restaurants of three thousand square meters each under the name Black Smoke: in Rotterdam and Antwerp. He also has a place in the Amsterdam Foodhallen: The Rough Kitchen. He has written twelve BBQ books, Besides that he provides workshops and does not shy away from TV appearances. There is a BBQ webshop, he also produces magazines and travels all over the world to give master classes. Studio Kluif is responsible for the new design of the Smokey Goodness line. This includes: BBQ rubs, fire herbs and marshmallows and more.