Coming from a long line of Southern cooks, avid griller and cook Gena Knox was in search of flavor inspiration to enhance her home cooked meals—a way of cooking that was simple, healthy, and flavorful. That’s where the cedar plank comes in.

Exploring the age-old Native American cooking technique, Gena found that cedar plank grilling infused food with a fantastic smoky flavor, was easy to prepare, and resulted in a beautiful presentation. After one taste of salmon grilled on a cedar plank, Gena and her husband, Davis, were hooked. Wheels turned, and soon, Fire & Flavor was born.

As newlyweds, Gena and Davis started Fire & Flavor by selling cedar planks from their garage in Athens, GA. As the couple’s family grew, so did the company. They crafted new products, including brines, charcoal, seasonings, and more. Today, Fire & Flavor has grown to become the ultimate resource for unique recipes and all-natural offerings that easily take your home-cooked meals to the next level.

“Three kids are a tough crowd,” says Gena. “If it doesn’t taste good, they won’t eat it. I’m always proud when my family loves the meals I make—it’s even better when those meals are easy and healthy. That’s the message I want to share—everyone should feel proud of the food they prepare in their own kitchen.”

Gena continues to share simple, healthy, flavorful solutions with at-home cooks and has authored three cookbooks on the subject. All of Fire & Flavor’s products start in her kitchen, and every recipe has been served to her family of official taste testers.


Davis Knox
Head Honcho | Co-Founder & CFO

Favorite Quote
“Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude.” – Thomas Jefferson

Davis is a fly fisherman camouflaged as a business owner. He may be more at home in the river than the office, but he loves growing this business and inspiring its people.

Gena Knox
Brains of the Operation | Founder & CEO

Favorite Quote
“Nothing will work unless you do.” – Maya Angelou

Gena founded Fire & Flavor with the common sense and love of food she learned growing up on a farm in Middle Georgia. Now she’s a mom, editor, author, business owner, and Southern style icon. We’re pretty sure she’s actually Superwoman.

Jeremy Wein
Root Causologist | VP of Operations

Favorite Quote
“Different isn’t always better. But better is always different.”

When he’s not cruising in a red 1970 Corvette convertible or boating on the lake, Jeremy manages our supply, inventory, and sourcing. We hear some encyclopedias just put his face as the entry for “American Dream.” Makes sense.