Daily Inspiration: Meet Jacob Viers

Today we’d like to introduce you to Jacob Viers.

Hi Jacob, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
In February 2013 a couple of friends and I made a weekend trip to Denver from Des Moines. The trip was intended to get away from our restaurant jobs for the weekend. Fast forward to August 2013 and I was packing up a POD and moving to Northglenn, CO. Still working at Texas Roadhouse, I stumbled upon food trucks one day during lunch at Civic Center Park.

I had a variety of tacos, cheese fries, and an arepa (which I had never had before), then capped it off with ice cream! Being someone who grew up around Grandma in the kitchen I matured into loving food. The Civic Center Park experience got my wheels turning, no pun intended. I missed eating at a certain BBQ restaurant in Des Moines. On every trip back home I would make a trip to Woody’s Smoke shack. His cherry-smoked baby back ribs had my heart thanks to a few of the tables I served a few years before.

I came to the conclusion I had to learn how to create something as incredible as Woody’s baby back ribs. With a purchase of a $110 Walmart offset smoker, I began to practice the art of BBQ in my backyard. I was stuck on producing my favorite rib. Rib after rib, I failed. Day after day, I failed. I was never happy with the taste or the texture. One day I was gifted a Big Green Egg.

Then finally, after scouring the internet and reading forums for years, I came across a video of a man describing how he determined when his ribs were finished. That was all I needed. I rushed to the store, lit up the smoker, rubbed down the ribs, and gave it another try. A few hours later I had success. Tender, juicy, sweet, and smoky pork ribs. NO SAUCE IS NEEDED. The flavor and texture were spot on. I knew I had something to work with!

After living in Colorado and still feeling the void for a reliable BBQ restaurant I went on the hunt for a cheap way to enter the food industry. Early one morning, I came across a plain white 2001 step van on Craigslist. Later that morning I took it for a test drive and bought it. For months I brainstormed and asked friends for ideas for BBQ food truck names. It was the most difficult piece of planning for the concept. With thousands of BBQ teams across the world, I didn’t want to replicate the name.

To my surprise, Seasoned Swine wasn’t taken. I had the truck, and the name, but now I needed a logo. 99 Designs became my source for my design. It was time to secure some gigs! On June 2nd, 2017 Seasoned Swine made its debut at Odyssey Beerwerks in Arvada, CO. I spoke about how difficult the road and work were going to be. In the back of my head, I always had that little voice telling me to quit and go work for someone else again. I kept reverting to perseverance. I kept believing.

When the slower season approached, I felt the pinch and went to work part-time for another BBQ outfit. Also learning there along the way. The years kept getting better and then March of 2020… COVID-19 hit. My engine also needs to be replaced in my food truck. Low on money and having major anxiety I reached out to my family for assistance. I was able to get my truck fixed but not for six weeks.

In the meantime, I was able to make delivery orders for my ribs and other meat across the city, in addition to working part-time for someone else. COVID proved to make things even more difficult by making our normal routine at breweries nearly non-existent. I had to pivot and think differently about making money. From posting up in liquor store parking lots to HOA neighborhoods 2020 proved to be Seasoned Swine’s best year.

Dreaming of having my commercial kitchen I began looking for locations. Which led me to 15800 W. Colfax Ave. in Golden, CO. The amount of blood sweat and tears growing the food truck was great preparation for growing a brick and mortar. We just completed our second year in business and we are still pleasing guests every day of the week. Our culture and team are second to none.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It most definitely has not been smooth. Owning a rolling business comes with mechanical issues daily. Combine that with the everyday tasks of operating a food business and there’s never a dull moment. From having my engine replaced to the serpentine belt breaking on a busy I70, you always have to be ready to put out a fire.

Add in the brick-and-mortar and we have a whole other set of daily tasks. A few of the struggles without going into detail include COVID restrictions and diner behavior, staffing, and availability of products from time to time. Not to mention the rampant inflation our country is trying to correct. All in all, struggles will always arise, it’s how you manage them.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I am BBQ restauranteur on the rise. We specialize in scratch-made cherry-smoked BBQ and guests’ first relations. We are known for our Candied ribs, USDA Prime Brisket Burnt Ends, and Green Chili Mac n Cheese. I am most proud of the team of individuals that have worked together to make Seasoned Swine what it has become. Without a great team believing in the dream none of this would be possible.

What sets me apart from others is that I didn’t come from a business family. I have also never had any formal training in running a business. I believe in surrounding yourself with others you’d like to learn from and inspire to be like. Hard work, passion and never think you know it all will always set you up for tomorrow.

What was your favorite childhood memory?
Visiting Colorado. From elk gazing in the window at the Pizza Hut in Estes Park to the Skate park in Durango. Colorado slaps!

Contact Info:

• Website: www.seasonedswine.com
• Instagram: @seasonedswinebbq
• Facebook: @seasonedswinebbq