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Melissa Libby & Associates1425 Ellsworth Industrial Dr.
Suite 10
Atlanta, GA 30318
404.816.3068
melissa@melissalibbypr.com
GENA KNOX
A native of a small town in middle Georgia, Gena Knox’s foray into the kitchen came at a young age. Her earliest memories were filled with fresh fruits and vegetables from her parent’s farm and her daily chores included helping her mom with the family meals and making treats for the Woman’s Club bake sale. All excellent cooks, Gena’s mother, grandmother and great-grandmother instilled in her a love of classic Southern dishes that were made with both love and skill. Her grandmother, Mama Chess, would spend hours making caramel cakes, which she was know for across town. Gena’s mom has mastered the technique and gives Gena “caramel cake lessons” when the two are together.
Likely influencing her passion for fresh flavors, Gena’s childhood was overflowing with both fresh-picked produce and lots of hard work. Her job at a local peach farm, selling silver queen corn off the back of a pick up truck, picking, boiling, and selling boiled peanuts, Gena’s childhood was full of fun adventures. Looking back, the biggest rewards were being able to enjoy the local specialties in their prime – from milky sweetness of creamed corn to the moist richness of peach cobbler.
In college at the University of Georgia, Athens she continued to involve cooking and food adventures into her daily life. Gena hosted dinner parties throughout college using any excuse to cook for her friends. Also having a passion for gardening and design, Gena pursued a degree in Landscape Architecture. After college Gena started a fresh salsa company and later completed a culinary program in Colorado. She then returned to Georgia to begin a career as a landscape architect in Sea Island Resort on the coast of Georgia.
Always exploring interesting food concepts, Gena became intrigued with a unique cooking process called “plank grilling” after reading an article on this traditional Native American way of cooking. When she had a hard time finding retailers that offered the planks, she decided to make her own, and on an impulse she decided to package her planks and sell them at the Atlanta Merchandise Mart. To her delight and surprise, everyone loved the plank grilling concept. Gena’s innovative culinary ideas plus her knack for creating delicious and approachable dishes became the foundation for a new career.
Gena has enjoyed providing home cooks with flavorful and easy-to-prepare cooking options. What began as a small venture quickly grew into a large business, and she officially founded Fire & Flavor with her husband Davis Knox in September 2003. In addition to planks, Fire & Flavor expanded its offering to an array of cooking products including grilling papers and skewers, gourmet seasoning salt blends and rubs, and brining mixes. In 2008, Fire & Flavor was named in Inc. magazine’s annual Inc. 5000 ranking of the fastest-growing private companies in the country; ranked number 264 in the overall list and number 8 in the Top 100 Food & Beverage Companies.
In May 2008, Gena authored and published her first cookbook, Gourmet Made Simple, which helps take the challenge out of gourmet cooking for home chefs. Gena is also passionate about sharing her modern take on Southern specialties, which expands traditional Southern cuisine to include lighter, healthier recipes without sacrificing the wonderful flavors.
Gena was chosen by Georgia Trend magazine as one of their 40 Under 40, which represents “the ‘best and brightest’ among the rising young leaders” in Georgia. Gena has appeared numerous times on Good Day Atlanta and other morning shows and was recently invited to be in the Leadership Georgia Program class of 2009, which builds leadership training among young business, civic, and community leaders.
