Reid Ferguson: AthleteAnd BBQ Expert
The first time Buffalo Bills long snapper and NFLPA player rep Reid Ferguson lifted the lid on a smoker, it wasn’t for a photoshoot, a sponsorship, or even a planned hobby. It was curiosity.
His agent had sent him the smoker as a gift after he made the Bills roster in 2017, and Reid figured he’d give it a try. He still remembers that moment: the burst of heat, the smell of smoldering wood, the feeling of starting something new. What he didn’t know then was that this would spark a second identity — one that would grow from backyard experiments into a full-fledged brand, a business and a movement embraced by Bills Mafia.
When the pandemic hit and Reid spent the offseason in Buffalo, barbecue became his outlet. With everything shut down, he was firing up the smoker four or five times a week — ribs, pork shoulder, wings and the occasional brisket. One day, on a whim, he posted the food to social media and tagged a photo with #GrillsMafia, a playful twist on Bills Mafia. Fans picked it up immediately and photos started coming in. Before long, he trademarked the name, launched merch, and began donating proceeds to Veterans One-Stop of Western New York. What started as curiosity became a way to connect.
That growing presence led him to couple Eammon Azizi and Bridget Thornton — the founders of Que 42, a Buffalo-based sauce and rub company built on authenticity and family. They didn’t just see a player posting smoked meats — they saw someone who genuinely loved the craft. In 2023, they brought him on as a partner and gave him the title: Chief Grilling Officer. Today, he helps shape new products, test recipes and spread the brand through Bills Mafia and beyond.
The company’s Carolina Inspired Mustard Sauce placed sixth globally, and their KC Style Sweet Rub landed in the top 15. Que 42 products are now in butcher shops, Ace Hardware stores and supply shops across Western New York. The next challenge Reid wants to take on is expanding into Houston — the “toughest BBQ market in the world,” he said.
At home, barbecue is woven into the rhythm of his family life. Reid handles the meats; his wife, Erica, handles the baking and cooking. Even his brother, fellow long snapper Blake Ferguson, has taken up grilling thanks to him. “It’s something we bond over,” Reid said. “I guess I accidentally recruited him.”
Reid’s passion for BBQ extends well beyond the backyard and into the heart of his community. On November 15, he hosted his fifth annual “Thank A Vet BBQ,” a tradition built to honor the men and women who have served the country. Over 100 veterans from across Buffalo and Rochester showed up, shared stories, connected with one another and enjoyed plates of food provided by Que 42 and Grills Mafia. Every veteran ate for free — Reid’s way of giving back, showing appreciation and using the thing he loves to support those who have sacrificed for others. The event continues to benefit veterans’ charities across the region, becoming one of the most meaningful parts of his year.
Looking ahead, Reid wants to enter a barbecue competition not as a casual fan but as a serious competitor. As Que 42 continues to grow, the plan is steady expansion: strengthen the Buffalo footprint, build new partnerships and bring their flavors to new markets one region at a time.
Still, no matter how big things get, it all traces back to that first moment — when a young long snapper opened the lid of a smoker, lit his first fire, and unknowingly found a passion that would connect him with fans, family and good people throughout the community.
Players: tell us your "And"
Partners: Connect to the "And"
Explore how we serve as a resource to help partners & players develop best-fit connections for a variety of marketing needs
Get in touch