Smokin Jon's BBQ: Summer SIAL Food Innovation Show Bonus Episode

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/

The Food Professor #podcast is presented by Caddle. 

 

About Us

Dr. Sylvain Charlebois is a Professor in food distribution and policy in the Faculties of Management and Agriculture at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University. Before joining Dalhousie, he was affiliated with the University of Guelph’s Arrell Food Institute, which he co-founded. Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. Google Scholar ranks him as one of the world's most cited scholars in food supply chain management, food value chains and traceability.

He has authored five books on global food systems, his most recent one published in 2017 by Wiley-Blackwell entitled “Food Safety, Risk Intelligence and Benchmarking”. He has also published over 500 peer-reviewed journal articles in several academic publications. Furthermore, his research has been featured in several newspapers and media groups, including The Lancet, The Economist, the New York Times, the Boston Globe, the Wall Street Journal, Washington Post, BBC, NBC, ABC, Fox News, Foreign Affairs, the Globe & Mail, the National Post and the Toronto Star.

Dr. Charlebois sits on a few company boards, and supports many organizations as a special advisor, including some publicly traded companies. Charlebois is also a member of the Scientific Council of the Business Scientific Institute, based in Luxemburg. Dr. Charlebois is a member of the Global Food Traceability Centre’s Advisory Board based in Washington D