A Norfolk County business is taking its flavour to a national stage.
Norfolk BBQ has partnered with Miller Lite on a new barbecue sauce that will roll out across Canada this summer, giving a local product major exposure.
Owner Chad Steele says the opportunity started through a connection at a butcher shop in Orangeville that carries his sauces. A representative working on a Molson Coors project frequently visited the shop and asked staff who made the best barbecue sauce in Canada. Norfolk BBQ was recommended, and Steele was soon contacted to explore the idea.
The project quickly grew into a large-scale collaboration, with a focus on creating something unique rather than using an existing product.
That meant developing a brand-new recipe that could also be produced at scale—far beyond the company’s usual small-batch approach. Steele says balancing flavour with large production demands was one of the biggest challenges.
The result is a smoky apple barbecue sauce designed to pair with a variety of foods.
Production reached tens of thousands of bottles, a major jump from the company’s typical output. Steele says the final product stayed true to his standards.
The sauce will be available through promotions at The Beer Store and select LCBOs with possible tasting events planned across Ontario, including in the local area.
Written by Jeremy Hall
