NBBQA Changes Course With New Ownership

The National Barbecue and Grilling Association (NBBQA) held its annual conference in early April in Fort Worth, full of its usual awards, panels, networking, and good eats. But change was afoot. Toward the end of the conference, organizers announced that new owners had acquired NBBQA.

Kell and Janet Phelps, long-time veterans of the organization and owners of the Barbecue News Magazine, said they had put a lot of time and thought into buying the organization. They told NBBQA members that they would implement changes to revitalize it, including shifting NBBQA from non-profit to for-profit status. This would, in effect, make the organization easier to manage and make changes.

Last week, Kell spoke with us about his background, why he and his wife acquired NBBQA, their vision for the future, and much more. This conversation has been edited lightly for clarity.

Kell and Janet Phelps, owners of the Barbecue News Magazine, have acquired NBBQA.

The Smoke Sheet (TSS): Before we get into NBBQA, let’s talk about your background in more detail. Where did your barbecue journey begin?
Kell Phelps (KP): It started when I was 9 or 10 years old. My dad and his fishing buddy started a competition team called The Smokehouse based out of Douglas, Georgia. For kicks and giggles, they entered a local contest and the winner was invited to the Big Pig Jig, where they finished seventh or eighth and they were hooked. That's where we got our humble beginnings in the competition world. I was usually the one running around late at night because I've always been a night owl and liked being behind the scenes.

TSS: Tell us more about the origins of Barbecue News Magazine, which you’ve owned since 2002.
KP: My mom and dad started the magazine in 1990. I was on the back-end of things, and I ran the printing press operation for them. I was actually there during the printing of the very first Barbecue News Magazine in 1990. … Barbecue News Magazine started out as a calendar of events, almost like a newsletter and it was called National Barbecue News. The intent was to list all the different events across the country and different organizations, so people could plan for upcoming events. It was fairly focused on competitions, but it expanded from there to include much more.

Danny “Big D” Montgomery (left) and Kell Phelps have a laugh before pigging out on whole hog at NBBQA’s latest conference. (Photo by Daren Proctor)

TSS: How did you come to take over the magazine in 2002?
KP: When my mom and dad sold the newspaper they owned in 1999 to a corporate group, I was part of that contract. So I had to sign a five-year contract to go work with those guys in their print facilities. And long story short, after a 36-hour shift, I fell asleep on the 60-mile journey home that I was making every day. It was a miracle that I didn't die. I hit the guard rail on the side of the road and then I flew into the middle of the road. That day, I walked out of that crash and said ‘I'm done. I'm not ever doing that again. I don't care if they sue me.’ And I gave my two weeks notice.

TSS: That’s a heck of a story. What happened next?
KP: After I left, I was looking for something different to do, but I knew I was never going back to the corporate world after working for a mom-and-pop shop since I was born. My dad and Doc Gillis were still doing the Barbecue News, and they were getting ready to go fishing full time. So I asked them about buying the magazine, and they said, ‘Yeah, you'll do good with it.’ But the only advice they gave me was that ‘You're not going to get rich doing this. But if you go away hungry, we know it's going to be your own fault.’ So that's been very true. Two weeks after that, I started doing the Barbecue News. ... The same guy that loaned me the money to buy my first vehicle at 15 years old actually loaned me the money to buy the Barbecue News, my first company.

TSS: What’s the reach of Barbecue News Magazine today?
KP: Currently, we are in all 50 states and seven foreign countries. We average about 50,000 views a month now online, and the print is still hanging in there. Our last print was about 3,500 copies.

The annual NBBQA conference regularly brings together big names in the barbecue industry. (Photo by Daren Proctor)

TSS: And now you’ve set your eyes on NBBQA. How long have you and your family been involved with the organization?
KP: My father and Doc Gillis were founding members of the organization in 1991 and my dad was the first president to serve a two-year term. I’ve got a box that has all the past presidents and their years on it. … It was started to be a trade organization where people would come and share knowledge about the barbecue world, their businesses, and their lives. It was designed to help newcomers better understand markets, competitions, manufacturing practices, buying habits, you name it. … In 2002, that’s when I really got involved. I also served as president in 2011 and 2012.

TSS: What prompted you to want to buy NBBQA and take it over?
KP: Ken Phillips and Barbara Latimer have been running the Association for the past two years on their own. During the COVID years, it’s been hard. They have full-time jobs, so doing the day-to-day business of the Association was taking a toll on them. They said, ‘Look, we're going to let this thing go.’ They asked Janet and me to take it over but we hesitated. Over the years, I've seen too many great ideas come down, and then a new [Board of Directors] comes in and goes away with the brilliant ideas that have come before. And then a new group comes in and it starts all over again. The organization needed to change from a non-profit to a for-profit structure so there would not need to be an elected board every two years. That turnover has led to inconsistent results. … So basically, we changed hands with $1 to make it legal. And we agreed to take all members’ contracts coming out for the next year so they would not miss a beat or miss any kind of benefits.

Joey Machado of Texas Original Charcoal Company hosts a recorded panel at NBBQA’s 2022 conference. (Photo by Daren Proctor)

TSS: What is the vision for the future to grow this organization?
KP: I told everybody straight up that we're going to be transparent with anything and everything we did. So if you wanted to know, you can ask. We've actually committed $40,000 of our own money to invest in the organization. With that, we’ve got some new stuff coming. The very first thing that'll be different is that we video every session and every class we do at our conferences. Now we're in the process of having them edited and for the first time ever, if you didn't get to go to the conference, you'll be able to purchase those videos. 

TSS: What other ideas do you have for moving NBBQA in a new direction?
KP: We're also going to have some satellite events, and we are hoping to have those scheduled in August. These events will be hosted at members’ restaurants across the country. We also would like to get back to hosting the Rhinestone Cowboy SCA Steak Cookoff event along with our conference because barbecue loves competition. Additionally, in a few years, we’d like to do a national barbecue festival that will hopefully turn into a major public event in a very populated town or region each year.

NBBQA has had a lot of big names in the barbecue business as president over the years. (Photo by Kell Phelps)

TSS: Where is NBBQA’s membership now and where would you like it to be in 2 to 4 years?
KP: We have about 400 members currently. We'd like to be at 1,500 members in 24 months. And we’d like to be at 5,000 members in 48 months.

TSS: Those are some big numbers!
KP: This organization is so diverse, and we just want to help everybody grow because as our network grows, everybody's networks are gonna grow. And that's what I told our newest members. At the latest conference, I said, ‘It's hard to put a price tag on being a member. Because your network is going to grow the more you get involved.’ With us, you never know, when you make that one network connection, what's going to be the benefit of it down the road? It might turn into something 2, 3, or 4 years on. Because of our diversity, I think our network is bigger than any other barbecue group in the world, even with the limited number of members that we have now.

Sean Ludwig (NYC BBQ)
Co-Founder, The Smoke Shee

—Horn Barbecue has become a top barbecue pick in California. (Photo by Sean Ludwig)—

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—Acclaimed pitmaster Bryan Furman shares the importance of giving back.—

WATCH

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LISTEN

Hardcore Carnivore’s Jess Pryles and Barbecue News Magazine’s Kell Phelps — The BBQ Central Show

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READ

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—Learn how to make delicious barbecue smoked baked beans on the grill with this simple recipe.—

Barbecue Smoked Baked Beans

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Learn more about Southside Market Barbeque.

—A lot of big barbecue events are planned for 2022. Let's go!—

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May 6-8, 2022: Kansas City BBQ Festival — Kansas City, Missouri
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May 11-14, 2022: Memphis in May — Memphis, Tennessee
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May 21, 2022: The NYC Texas Chili Cook-Off — Brooklyn, New York
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May 22, 2022: Carolina BBQ Festival — Charlotte, North Carolina
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May 28, 2022: Rib King NYC — Staten Island, New York
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June 4, 2022: Troubadour Festival (Georgetown edition) — Georgetown, Texas
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June 10-11, 2022: Made for KC BBQ Championship — Kansas City, Missouri
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June 17-19, 2022: Denver BBQ Festival — Denver, Colorado
The 4th annual Denver BBQ Festival will return this June at Empower Field at Mile High. Don’t miss this chance to grab an ice-cold brew and sample pure smoked bliss from award-winning pitmasters from across the country. The final day of the event coincides with Father’s Day, which makes a ticket a potentially amazing gift for BBQ-loving Dads. MORE INFO HERE.

September 10, 2022: Pig Island NYC — Staten Island, New York
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Sept 28 - Oct 2, 2022: American Royal World Series of Barbecue — Kansas City, Kansas
The American Royal World Series of barbecue is the largest BBQ competition in the country. On top of a massive KCBS competition with roughly 500 teams from around the country, this signature Kansas City event includes public-facing activities, including live music, delicious BBQ and local food, a full lineup of kids activities, and a vendor fair authentic to Kansas City and BBQ enthusiasts. Read our 2021 recap of the event to learn more about the experience. MORE INFO HERE.

Sept 30 - Oct 2, 2022: Q in the Lou — St. Louis, Missouri
The annual Q in the Lou is happening again this fall! Don’t miss this chance to grab an ice-cold brew and sample pure smoked bliss from award-winning pitmasters from across the country. The event is held nearby the St. Louis Arch and held the final weekend of regular season play for the St. Louis Cardinals. MORE INFO HERE.

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