With nearly 3 million followers on social media, Alejo “Al” Frugoni has become one of the most recognized names in live fire cooking. Born and raised in Buenos Aires, Argentina, Al brings a bold South American twist to Texas grilling—blending tradition, innovation, and a deep passion for community around the fire.

Celebrated for his unique cooking style and his popular line of seasonings—especially his signature chimichurri blend—Al has transformed his lifelong love for asado into a global brand. Today, The Frugoni Brand is more than just content—it’s an experience. Fans can enjoy it not only through social media and live fire events, but also at home, with products available on supermarket shelves and online, ready to bring bold flavor to their own meals.

Al travels the world cooking at some of the most prestigious barbecue festivals and culinary events, including SmokeSlam in Memphis, the World Food Championships, Meatstock in Australia, and the Jack Daniel’s Invitational. His whole-animal fire displays and creative techniques have made him a standout on the international barbecue stage.

To Al, grilling isn’t just about food—it’s about connection, friendship, and family. His mission is to keep inspiring people through open fire cooking.

“Open fire grilling is not just a way of cooking—it’s a way of life.” Al Frugoni.