Traeger (NYSE: COOK) is a leading designer and marketer of outdoor cooking solutions, specializing in wood pellet grills and complementary accessories. The company’s core product lineup features a variety of grill sizes and models tailored to diverse consumer needs, including portable units for tailgating and large-capacity grills for backyard gatherings. Traeger supplements its hardware with branded wood pellets in multiple flavors, protective covers, temperature probes, cooking tools and custom rubs, positioning itself as a one‐stop provider for at‐home barbecue enthusiasts.
Since its founding in 1985 by Joe Traeger in Mount Angel, Oregon, Traeger has been credited with popularizing wood pellet grilling technology. The company has continued to innovate its grill electronics, incorporating WiFIRE connectivity that allows users to monitor and control cooking remotely via a smartphone app. Traeger’s commitment to product development and recipe creation has fostered a dedicated community of home cooks and professional chefs who leverage its platform for both traditional barbecue and experimental culinary techniques.
Traeger serves retail partners and direct‐to‐consumer channels across North America, with growing distribution in Europe, Australia and select markets in Asia. Its products are available through major home improvement chains, specialty barbecue retailers and e-commerce platforms. The company invests in consumer education through virtual cooking classes, digital content and partnerships with culinary influencers, reinforcing its brand presence and educating customers on pellet grilling best practices.
Under the leadership of CEO Todd Malmborg, Traeger continues to focus on expanding its product ecosystem and enhancing user experience through software updates and new accessory launches. The executive team emphasizes operational efficiency, supply chain resilience and sustainability in sourcing wood pellets. As Traeger pursues international growth and further penetration of the outdoor cooking category, it remains committed to advancing its technology platform and strengthening relationships with both retail and digital customers.
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