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Built on Real Flavor. Proven in Competition.


Born in a family steakhouse and built through real-world cooking, Croix Valley creates award-winning sauces, rubs, and seasonings trusted by chefs, competitors, and backyard cooks across the globe.

FROM STEAKHOUSE ROOTS TO GLOBAL REACH


Croix Valley started in a family steakhouse, where founder Damon Holter created a signature steak sauce that quickly became a customer favorite. What began as a recipe served with every meal grew into a full line of sauces, rubs, and seasonings now used in kitchens, competitions, and retailers around the world.

BUILT BY FAMILY. DRIVEN BY EXPERIENCE.

Croix Valley is a family-owned business built from real-world cooking experience. Founders Damon and Lu Holter turned a single recipe into a globally recognized brand, staying hands-on in everything from product development to competition cooking.

Every product reflects that commitment. Real flavor. Real consistency. Real results.

PROVEN IN FOODSPORT

Croix Valley products have helped professional culinary competitors bring home 9 World Championship titles across BBQ, steak, and professional culinary competitions.

This is not test kitchen theory or marketing hype.

Our products are built and proven in real foodsport, where flavor, consistency, and execution decide the outcome.

FROM 100 SQUARE FEET TO THE WORLD

What started in a 100 square foot space has grown into a 20,000 square foot production facility in Hudson, Wisconsin.

Today, Croix Valley products are used by chefs, competitors, and home cooks across North America, Europe, and beyond. From backyard grills to professional kitchens, our products are built to perform wherever great food is made.

Damon Holter - Founder

Pitmaster and founder Damon Holter built Croix Valley from a passion for bold flavor and live-fire cooking. What started in a family steakhouse evolved into a brand rooted in real-world experience, competition, and performance.

With decades of hands-on experience in BBQ, steak, and foodsport, Damon has helped develop products that consistently perform at the highest levels.

As an active competitor and product innovator, he continues to lead development, ensuring every sauce, rub, and seasoning delivers reliable, championship-caliber results where it matters most.

LU HOLTER – CO-FOUNDER

Co-founder Lu Holter plays a central role in shaping and growing Croix Valley into the brand it is today. From early product development to day-to-day operations and long-term strategy, Lu has been instrumental in building the business from the ground up.

In addition to her leadership, Lu is an accomplished foodsport competitor, consistently entering and winning competitions across BBQ, steak, and culinary events. Her attention to detail, competitive experience, and commitment to quality help ensure every product reflects the standards Croix Valley is known for.

As a family-owned business, Lu’s leadership keeps the brand grounded in its roots while continuing to expand its reach across the globe.

Built on Real Flavor. Proven Where It Matters.