Small Business of the Year

Small Business of the Year Shaffer’s Barbecue and Market

Shaffer’s BBQ and Market was created by Matt Shaffer. Matt’s grandfather started cooking barbecue in the Shenandoah Valley in 1952 to help spotlight authentic Virginia cooking, and Matt grew up learning the trade from his father and grandfather. He always craved the opportunity to run his own small business but felt he needed to give back to his country first. After flying helicopters in the US Navy for 10 years and working in Government Contracting for another decade, he was ready to move back to the Shenandoah Valley for a small, family friendly community to raise children. He continued to run the part-time food truck he started in Arlington for a couple of years and then decided it was time to change his life and follow his dream. The children were three and one at the time he turned an old gas station into a barbecue joint with pastoral views of Cedar Creek Battlefield, Belle Grove, and the Blue Ridge. After five years (and an additional child), he has certainly achieved the dream of running a business that makes a difference through serving his community, customers, and employees.

Matt has engaged with multiple local farmers to both cook and sell their products, including steaks from Wagon Wheel Ranch & Springdale Farms and fresh fruits, veggies, & meat from Woodbine Farms. He also stocks locally made products including, Fossil Rock goat milk soap, Harvue cheese, Empty Bowl queso, Texas Trey Salsa and Chips, South Mountain Milk, Clark & Hopkins Bloody Mary Mix and Hot Sauces, Winchester BrewWorks Beer, Escutcheon Beer, and wine from more than 30 Virginia Wineries. The Market hosts Spirit Days for local schools, has hosted multiple fundraisers for the Middletown Fire Department, gives away countless t-shirts, hats, & gift cards for local events, hosts free holiday photo shoots for the community, and really enjoys partnering with their neighbors at Belle Grove (where Matt is also a Board member) on multiple events throughout the year. Matt is constantly looking for ways to explore local partnerships.

The pandemic has dramatically changed the restaurant environment, but Matt did not close the Market for one single day of regular operating hours. He was passionate that he had to stay open for his customers and his employees. He understands how much people rely on him to be there and he rises to the challenge every day. Middletown and the greater Frederick County area have rallied behind this business and that support is what Matt loves most about running a business locally. He knows the regulars by name and enjoys meeting the community travelers who continually complement the hospitality and congeniality of our county.

Matt’s grandfather would be as proud to watch him carrying on the torch so successfully.

Matt has truly created a family-owned, destination Barbecue joint where the community is almost as important as the homemade food. He renovated an old landmark that offers a genuine atmosphere of comfort and hospitality with a spotlight on local, artisan products and foods. You will often find his kids at the Market - sometimes running the register or eager to participate in social media posts.

, Lisa Sturtevant