Shannon and Erik Duffy didn’t plan on a bacon revolution—they just wanted pork that lived up to the hype. Raised on bold flavor in Iowa, they teamed up with heritage-breed farmers, crafted bold rubs, and slow-smoked every bite. In 2010, Tender Belly was born to defeat average.

We live our vision daily: building a global community that celebrates flavor, adventure, and intentional living. That means crate-free hogs, bold rubs, and slow smoke in every bite—crafted to fuel lives in motion, made for explorers, go-getters, and flavor chasers alike.

Our values guide all we do. We chase a fearless pursuit of high standards in taste, quality, and sustainability. We stay nimble and collaborative—and embrace the pure joy of the ride. Because life, like bacon, should be wild, flavorful, and 100% #CrazyTasty.