The Story Behind Argentine Asado and Its Founder

Argentine Asado was founded by Jason Pittock, a digital entrepreneur, SEO consultant, and long-time resident of Argentina.

Jason moved to Argentina with his family in 2002 and grew up immersed in Argentine culture, food traditions, and the social ritual of asado. Over the years, that experience inspired him to create Argentine Asado as a way to share the country's grilling traditions, landscapes, and travel experiences with a global audience.

Alongside Argentine Asado, Jason works in the field of SEO and AI search strategy, helping companies grow organic visibility online.

Salud!🍷

Born in the UK 🇬🇧 raised in Argentina 🇦🇷

I was born in 1993 in Bromley, a town just south of London in the United Kingdom. My earliest memories are rooted in the UK, where family meals were an important part of daily life. My mother was usually the one in charge of the kitchen, making sure everyone was well fed, while barbecues were a rare occasion in our household.

Everything changed in 2002 when my parents made a decision that would shape the rest of my life. Our family moved from England to Argentina, settling in the coastal city of Bahía Blanca. At the time I was only nine years old and had little idea how much this move would influence my future.

Argentina introduced me to a completely different food culture. Here, cooking wasn’t just about preparing a meal, it was about gathering people together. The tradition of asado sits at the center of that culture, where family and friends gather around fire, meat, and conversation.

As a child, I simply enjoyed the experience. I loved the atmosphere around the grill, the excitement of preparing food outdoors, and the way weekends revolved around gathering with family and friends. But at that age I never imagined that Argentine grilling culture would eventually become such an important part of my life.

During my teenage years, that connection grew stronger. My parents settled permanently in Argentina and I quickly built friendships with local Argentinians. Those experiences deeply shaped my relationship with Argentine food culture.

One of my favorite memories from those years was going to the butcher with my father on Saturday mornings to buy the meat for our weekend asado. It was a simple ritual, but one that became part of a larger story, a growing appreciation for the connection between fire, food, and community.

Over time, those early experiences around the grill would inspire something much bigger: the creation of Argentine Asado, a project dedicated to sharing Argentina’s grilling traditions, recipes, and culture with people around the world.

Why Argentine Asado Exists

Argentine Asado was created to document and share the culture behind Argentina’s most famous culinary tradition.

Unlike many barbecue styles around the world, Argentine asado is deeply tied to family gatherings, rural traditions, and the country’s agricultural heritage. From Patagonian lamb cooked over open fire to weekend parrillas shared with friends, asado represents a way of life.

Through recipes, guides, and travel stories, Argentine Asado explores:

• Traditional Argentine grilling techniques
• Regional food culture
• Patagonia travel experiences
• Argentine wine and mate culture
• The social traditions around the parrilla

Argentine Asado as a Cultural Platform

Argentine Asado is a digital platform dedicated to sharing the traditions, techniques, and culture behind Argentina’s most iconic culinary ritual: the asado.

While many people see grilling simply as a way to cook meat, in Argentina, it represents something much deeper. The asado is a social tradition that brings friends and family together around the fire, where conversation, food, and time spent together are just as important as the meal itself. Through recipes, grilling guides, travel stories, and cultural insights, Argentine Asado explores the many elements that define this tradition, from the parrilla and the cuts of meat used in Argentine grilling to the landscapes and communities where these gatherings take place.

The goal of this project is simple: to share the authentic experience of Argentine asado with people around the world.

Starting the Argentine Asado project

I started the Argentine Asado project in August 2022. My objective is to show the Argentine grilling experience in English to the world. Providing a window into this cultural heritage of the authentic Argentine Asado. 

Give Argentine cuisine a voice and elevate the Argentine Grilling to another level!

At first, this “passion” project was me publishing recipes and articles on the website and recording some simple grilling videos on my YouTube channel.

Since then the website has grown and my channel too. Each week I like to publish content on my site and channel, as well as on my Instagram.

You can access my socials here:

Beyond Argentina, breaking boundaries and creating connections

Since starting the website and channel I have made connections with people from all around the world. This is the most fulfilling part of having started Argentine Asado.

People sending me messages, comments, and engagement. I have sat down and discussed grilling techniques with Greeks, Lebanese, Australians, and Americans. This has helped me understand the importance of creating a network and building my community. I am thankful for all the opportunities I have had and the endorsements and support of all my friends, family, and community.

Salud my friends!

Our Story Has Been Featured In

We’ve collaborated with leading Argentine brands and creators, from the legendary Fogoneros Negros, Ramófilos, and Kankay, to emerging grill masters and artisan producers across the Pampas and Patagonia.

Reach Out, I’d Love to Hear Your Story

I’m always open to new collaborations and discussion, from food, mate and beverage brands to lifestyle creators, event hosts, and storytellers who share a passion for Argentine fire and flavor. If you’ve got an idea, project, story or conversion that could keep the flame alive, I’d love to hear from you.
jason@argentineasado.com
I’m always up for project, chat, (and a Asado). Don't hesitate to contact me.
Ready to collaborate? Tell me a bit about yourself, your business and your idea, I’ll get back to you personally.
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