Holland, Michigan · Est. 2026

A family, a smoker, and a pretzel that started the whole thing.

We're Ryan & Holly. Nights and weekends we run a wood pellet smoker in Holland, Michigan, and we smoke our pretzels twice because a shortcut never once made anything taste better. Everything else — the shows, the flavors, the family working the booth — grew out of that.

Meet the Family Shop the Batch
Photo: Ryan pulling a tray off the smoker
Photo: the whole family at a vendor show
How this got started

One question from a friend, and a lot of trial and error after.

Ryan's wanted to cook for people since he was a kid — not a hobby, a calling. A friend asked him one day, "Have you ever smoked pretzels?" He hadn't. So he fired up the smoker, ran a small batch, and knew right away there was something real here. Months of testing flavors and technique later, that batch became Garlic Parmesan — and Garlic Parmesan became Back 40 BBQ.

At the start of 2026, Ryan and his wife Holly turned that one batch into a family business. It still is one, top to bottom.

"Serve the community and make food that brings people together." — that's the whole mission, plain and simple.

Read the Full Story
Ryan The Smoker

Cooking, operations, and every vendor show

Holly The Anchor

Books, booth design, keeps the plan honest

Kaylin, 15 The Hands

Cooking and packaging every batch

Lily, 8 Head Taste Tester

An official title. She takes it seriously.

Why we show up

This was never just about the pretzels.

The name "back 40" is the part of the farm where the real work happens — no audience, no applause. That's the spirit we brought into this. We didn't start Back 40 BBQ to build a pretzel brand. We started it to show up for our town, and the pretzels are how we get in the door.

Vendor Shows & Markets

You'll find our smoker trailer at farmers markets, church fundraisers, school events, and local festivals around West Michigan — not just to sell, but because that's where the town actually gathers.

West Michigan Sourcing

Our butter comes from a local Amish dairy. Our bourbon glaze starts with Legacy Spirits, distilled right in Hudsonville. When we can buy it from a neighbor instead of a supplier, we do.

Built for Bigger Tables

Catering, a food truck, eventually a real storefront — every step we take is aimed at feeding more of this community, not just growing a brand.

Run a market, a fundraiser, or a school event in Holland? We'd genuinely like to hear about it.

Partner With Us
What's actually in the bag

Three flavors. Smoked twice. No liquid smoke, ever.

Every pretzel gets a butter binder, goes into the smoker, gets seasoned, then goes back in for a second round. That's the whole trick — there isn't a shortcut version.

Garlic Parmesan bag
The original

Garlic Parmesan

Real roasted garlic, fresh micro-grated parmesan and pecorino romano. This is the batch that made Ryan realize he had something. It's still the one that started it all.

From $8Shop
Maple Bourbon bag
Most popular

Maple Bourbon

Sweet maple up front, then Legacy bourbon out of Hudsonville sneaks in underneath. Smooth, not boozy. The one people stop mid-conversation for.

From $8Shop
White Cheddar Jalapeño bag
Most unique

White Cheddar Jalapeño

Sharp white cheddar first, then a heat that builds and backs off right before you decide you want more. There's nothing else in the lineup like it.

From $8Shop

Build Your Own Bundle

Mix and match all three flavors. 4oz bags start at $8, 8oz bags start at $15.

Build a Bundle
2026

Founded in Holland, MI

2x

Smoked, not sprayed — twice

100%

Pecan wood, no liquid smoke

4

Family members on the payroll