From a 62-Day Challenge to a Texas-Inspired Meat Stick: The Primal Eats Story

Some businesses are built on spreadsheets and market research. Ours was built on a dare, a dream, and a deep love for real barbecue.

Here's the story of how Primal Eats came to be — and why every meat stick we make carries the spirit of the people behind it.

Dad Said 60 Days. We Did It in 62.

It started with a challenge from Dad: "You can open your restaurant, but you've got 60 days to do it."

So we did it in 62. (Hey, close enough. 😏)

On the heels of a global pandemic, with more questions than answers and more grit than certainty, we opened our family-run restaurant in a small town in Wisconsin. We didn't cut corners then. We never will.

Today, our restaurant welcomes thousands of guests every week — and the dream that started as a 60-day challenge has grown into something far bigger than we ever imagined.

What Do Cheeseheads Know About Texas BBQ? More Than You'd Think.

We know what you might be thinking: "What do a bunch of Midwesterners know about real, wood-smoked Texas barbecue?"

Fair question. Here's the answer.

The Follett family — the people behind the Primal Eats name — grew up splitting time between Wisconsin and Texas. We spent summers and hunting seasons on our ranch in the Lone Star State, licking our fingers and clearing our plates at some of the most legendary BBQ joints in the country.

So yes, you might catch us saying "y'all" in our emails or around the restaurant. 🤠

We didn't just observe great barbecue from a distance — we soaked it in. The smoky pits, the salt-forward rubs, the low-and-slow patience that separates real BBQ from the imitation stuff. Our style draws directly from the smoky, simple traditions of Texas barbecue — the kind that legends like The Salt Lick in Driftwood made famous. That respect for craft runs deep through everything we make.

We brought that love for smoked meats back to Wisconsin with us. To give the Dairy State a taste of what our family — and the South — does best.

Inspired by Texas. Perfected in Wisconsin.

We may be rooted in the Midwest, but half our heart is in Texas. And that duality — Wisconsin work ethic meets Texas BBQ soul — is exactly what makes Primal Eats what it is.

Our restaurant quickly earned a reputation that went well beyond our small town. It's not unusual for us to have guests drive in from Chicago, or to hear someone say, "I drove four hours just to check you guys out." That kind of loyalty told us something: people are hungry for food that's made with real care.

So we took our time-tested, authentic BBQ craftsmanship and transformed it into something you can take anywhere.

The Primal Eats Meat Stick Was Born

Using wood-smoked brisket, high-quality ingredients, and zero fillers, we crafted our jumbo, bold Primal Eats meat sticks — a snack that tastes like it came straight from the pit.

We've invested in top-of-the-line processing equipment to keep our products top-tier, because great food never comes from compromise.

Whether you're hunting, hiking, chasing kids, or chasing PRs — our snacks are something you can feel good about. Because they were made with care, by a family that's never once taken a shortcut.

Welcome to the Primal Eats family. We're glad you're here.