Interview
Get grilling with Traeger – BBQ but not as you know it With interest in BBQ’s and Grills increasing amongst consumers we take the opportunity to catch up with Karsten Nielsen, President of Europe for Traeger Pellet Grills at Glee to find out what makes Traeger different and what his aspirations are for the brand and the company as it makes headway in the UK market.
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raeger Grills has its roots in Oregon in the USA. Established over 30 years ago the company founders were pioneers of using 100% natural hardwood fuel to infuse food with unparalleled flavourful smoke, making food taste absolutely delicious. Whilst others have entered the market Traeger continues as a market leader in this niche category. With interest in BBQ’s and Grills increasing amongst consumers we take the opportunity to catch up with Karsten Nielsen, President of Europe for Traeger Pellet Grills at Glee to find out what makes Traeger different and what his aspirations are for the brand and the company as it makes headway in the UK market. As one of the founding members of Weber in Europe, Nielson, who hails from Denmark, left in 2010 when the company was sold. He then took up several sales directorships and
CEO roles outside of the industry before joining Traeger Grills in December 2017. So, what made him return to the world of BBQs? He explains, “In 1993 nobody knew how to cook on a BBQ with a lid on and so at Weber we had to start from a grassroots level. Customers adapted well and we created a new culture in grilling culminating in Weber becoming the biggest brand in Europe. I loved the challenge of being part of a startup company and developing the brand.”
“The ethos behind the company is very clear – it is about getting back to our natural ways of cooking with fire but in a controlled way.”
Nielsen continues, “The team at Traeger were extremely persistent! At the third time of them asking me to join them they sent me a grill to try out with my family. What could be different I was thinking but the grill seriously impressed me with its built-in technology and I said yes I’m in. It was such a totally different experience – not just another BBQ. “For the first ten months, my role was all about planning and strategy, sourcing distributors and hiring our team. It has grown from there. This is our third season and it is great to be involved with such a great brand with a fun feel. “The ethos behind the company is very clear – it is about getting back to our natural ways of cooking with fire but in a controlled way. It is really as easy as turning on the BBQ but with a far superior taste – the result
For further information please contact Jo McDonald, Country Manager for UK and Ireland on +44 (0) 7884115817, or email: jmcdonald@traegergrills.eu www.traegergrills.com
14 October 2021
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