Listen to this articleThe basics:
- Wandering Que to expand kosher BBQ sauces, rubs and jerky nationwide
- Backed by Fillo Factory, Riviera Produce and Cure Cos.
- Founded by pitmaster Ari White, dubbed “Brisket King of New York”
- Plans 5–7 new retail sites in NYC area plus American Dream location
A Bergen County-based kosher barbecue brand founded by an acclaimed pitmaster is bringing its signature line of premium, better-for-you beef jerky, spice rubs and sauces to stores nationwide.
Wandering Que says it aims to become “a household name in the premium barbecue category.” The brand’s backing includes strategic investments from Fillo Factory and Riviera Produce, as well as a partnership with Cure Cos.
According to Wandering Que, the support will allow it to scale production, enhance national distribution, and also expand in both specialty and mainstream grocery retailers.
Ari White started Wandering Que in 2004 as a kosher catering company. He then evolved it into a kosher food truck and pop-up. The business became known for its authentic smokehouse flavors, chef-crafted rubs, sauces and snacks. In 2016, White’s pulled brisket, ribs and turkey legs earned him the title “Brisket King of New York.”
Earlier this year, Wandering Que opened its first brick-and-mortar location at 52 E. Palisade Ave. in Englewood.
According to Cure Cos., Wandering Que also is in talks to add a site at American Dream in East Rutherford. Additionally, it is looking to enter markets with a strong kosher demand, such as Lakewood as well as Monsey and parts of Long Island, N.Y.
The company plans to roll out five to seven new retail locations in the New York City area within the next four years.
As for the retail expansion, Wandering Que expects products to hit the shelves of stores next year.
Holy smoke
Cure Cos. CEO Jonathan Krieger shared, “We are thrilled to partner with Riviera Produce and Fillo Factory, two exceptional strategic investors who share our vision of bringing Ari White’s incredibly delicious kosher barbecue products to more people. These are high-quality, better-for-you products that showcase the best of what Wandering Que stands for: tradition, innovation, and incredible taste.”
Other brands in Krieger’s venture development and advisory firm include wellness concept Padel United Sports Club in Cresskill and chef-driven restaurant Spring House in Tenafly.
Riviera Produce is an Englewood-headquartered distributor of fresh produce and specialty goods. The company said it considers the investment as an opportunity to introduce healthier, premium products to a wider consumer base.
Riviera Produce President Mark Rosen explained, “We’ve always been passionate about elevating the food experience for our customers. Partnering with Wandering Que allows us to bring an unparalleled kosher barbecue experience, built on quality and authenticity, to retailers and families nationwide.”
Jack Rexroth, chief financial officer of Fillo Factory, added, “We are thrilled to be partnering with such a renowned brand as Wandering Que and are excited by the chance to bring this exceptional BBQ nationwide. We look forward to expanding our Kosher manufacturing capabilities with the addition of Wandering Que to our roster of stellar culinary brands.”
The fillo manufacturer is based in Northvale. Just a few of the banners in Fillo Factory’s fold include geefree, appetizers to go, Ratner’s and Aunt Trudy’s.
