Our Story

As newlyweds, Gena and Davis started Fire & Flavor by selling cedar planks from their garage in Athens, Georgia. The couple's family grew alongside the company. With Fire & Flavor cedar planks revolutionizing the market, the company expanded to include other products, including brines, charcoal, seasonings, smoking chips, wood pellets, and more.. Today, Fire & Flavor serves as the ultimate resource for unique recipes and all-natural offerings that easily take your home-cooked meals to the next level.

Coming from a long line of Southern cooks, avid griller and cook Gena Knox was in search of inspiration to enhance her home-cooked meals—a way of cooking that was simple, healthy, and flavorful.


“Four kids are a tough crowd,” Gena says. “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 she's even authored three cookbooks on the subject. All of Fire & Flavor’s products start in her kitchen, and every recipe is approved by her family of official taste testers.

We're so glad you're here and we can't wait to see the great meals we create together.