Rancher's Premium Smokehouse, founded by the family behind Dickey's Barbecue Restaurants, entered the refrigerated sausage category in 2024 with a focus on barbecue-inspired flavors and traditional smoking techniques. Since its launch, the brand has expanded distribution across multiple retail channels, increasing its presence in the competitive smoked sausage category. According to Rancher's Premium Smokehouse, the brand has become the fastest-growing national sausage brand in the country, with sales doubling year-over-year.

The National Provisioner spoke with Roland Dickey Jr., CEO of Rancher's Premium Smokehouse, to discuss the brand's growth strategy, consumer flavor preferences, retail expansion efforts and the role authenticity plays in product development.

Rancher’s Premium is expanding into Kroger, Fry’s and Smith’s stores ahead of summer grilling season. What does this retail expansion mean for the brand at this stage of growth?

Roland Dickey Jr.:  It means that consumers and retail partners are noticing the success of the brand. Expanding into Kroger, Fry’s and Smith’s stores is a major milestone for Rancher’s and an exciting step forward for the brand. As we continue to grow, our focus remains on bringing bold, smokehouse-inspired flavors to more consumers across the country. Summer grilling season is the perfect time to introduce new shoppers to what makes Rancher’s Premium unique: authentic barbecue flavor, premium ingredients and sausages crafted for the grill. While this expansion is significant, we see it as just the beginning of our growth journey.

What product attributes or flavor profiles are resonating most with today’s consumers in the smoked sausage category?

Roland Dickey Jr.: All of our flavors are meeting the mark with customers. But Brisket Burnt Ends is our top-performing SKU. Consumers have been starved by the traditional national brands for high quality sausage. They are looking for bold, authentic flavors and elevated eating experiences, and that is exactly where Rancher’s Premium stands out. Our Brisket Burnt Ends sausage continues to resonate strongly with shoppers because it delivers true barbecue flavor in a completely unique way. Containing real smoked brisket, it combines smoky, savory and slightly sweet flavor profiles in a convenient sausage link format. Consumers are increasingly drawn to products that feel indulgent, craveable and rooted in authentic barbecue traditions, and we are proud to deliver that with every bite.

What unique considerations are most important when scaling a regional brand into larger retail distribution?

Roland Dickey Jr.: Quality, quality, quality. At Rancher's, everything starts with high-quality food. We also stay closely connected to consumer preferences while ensuring our brand identity remains strong and recognizable. Fortunately, bold smokehouse flavors have broad appeal, and we have found that consumers across different regions are responding incredibly well to the Rancher’s Premium lineup.

Rancher’s Premium emphasizes traditional barbecue techniques and hardwood smoke flavor. How important is authenticity and craftsmanship in today’s protein market?

Roland Dickey Jr.: If we lose our authenticity, it’s over. Authenticity and craftsmanship are more important than ever in today’s protein market. Consumers want products with real flavor, real ingredients and a genuine story behind them. At Rancher’s, we take pride in crafting sausages inspired by traditional barbecue techniques and authentic smokehouse flavor. Each variety is carefully developed to deliver a distinct experience, whether it is the smoky sweetness of our Brisket Burnt Ends sausage, the savory flavor combination of our Philly Cheesesteak sausage or the rich, indulgent blend of bacon and cheddar in our Bacon Cheddar sausage. From premium ingredients to hardwood smoke flavor, every detail matters in creating products that stand out with consumers.

Bacon Cheddar sausage. Courtesy of Rancher's Smokehouse

How does Rancher’s Premium approach product innovation while staying true to the brand’s core identity?

Roland Dickey Jr.: Innovation at Rancher’s Premium starts with our brand foundation: bold smokehouse flavor, authentic barbecue inspiration and premium-quality ingredients. While we are always exploring new product ideas and flavor combinations, every innovation must stay true to the craftsmanship and flavor experience consumers expect from Rancher’s. Our commitment to traditional sausage-making methods and authentic smoked flavor will always remain at the center of the brand. That balance of innovation and authenticity allows us to introduce exciting new products while continuing to build trust and loyalty with our customers.