Dylan Dethier

December 21, 2022

Likelihood Cozby of ‘3 Items of Pecan’ fame.

Mark Hannan

Likelihood Cozby seems on display screen, huge grin on his face, fingers on both aspect of his massive flat-top griddle, sporting a blue long-sleeve t-shirt with the brand of his son’s baseball workforce. He lays out the day’s task.

“It’s Saturday morning,” he says within the video, “and I’m making breakfast burritos for 30.”

Over the subsequent minute and 24 seconds, mouthwatering photos fly throughout the display screen. 4 kilos of bacon sizzle, nook to nook. Six dozen eggs cascade throughout the griddle. Two kilos of shredded cheese tumble excessive. Cozby’s Oklahoma drawl connects the photographs with easy, staccato instructions.

“Take a few of that bacon grease and ladle it excessive.”

“Hit ’em: salt and pepper.”

“Chop up your bacon.”

“Drop a spoonful of that goodness down. Tuck it. Wrap it.”

The digital camera follows the method as bacon, potatoes, eggs, inexperienced chiles and cheese get blended, wrapped in heated tortillas and dropped in immensely satisfying vogue in a big foil container. We see the baseball workforce post-practice, eagerly grabbing a burrito two at a time. They collect collectively for a style and a evaluation:

“That’s rattling good!”

The “complete views” quantity reveals up within the decrease left. 14.1 million.

At house in Scottsdale, Ariz., Cozby shakes his head.

“I didn’t see this in my future in any respect,” he says.

This time two years in the past he was only a dad who preferred to prepare dinner. Okay, no one is only a dad — possibly that’s one of many classes right here — however Cozby was a golf business vet and content material household man with no delusions of grandeur nor fame. However he certain did wish to prepare dinner.

For Cozby’s household, as for a lot of others world wide, 2020 had meant further time at house. That meant loads of at-home cooking for Likelihood, his spouse Erica and their sons, Campbell and Catcher. After months seeing what got here out of the kitchen, Likelihood’s son Catcher had an concept: it was time to place his dad’s cooking out for public consumption.

The primary video was posted on New 12 months’s Eve of 2021; Likelihood’s brother had gotten him a bourbon smoking equipment. Catcher agreed to make a video. The second video was additionally enjoyable, if not precisely viral — they lit their Christmas tree on hearth. However a model hadn’t but emerged.

Their experimentation continued with a couple of beauty-style cooking movies, trying to make tasty meals look good. These had been enjoyable, too. However Catcher, taking part in producer, determined it was time to modify issues up.

“You’ve gotta go on digital camera,” he advised his dad.

Likelihood obliged. He went in entrance of the display screen for the subsequent version, touting “roasted broccoli even your children will eat.” That received some run.

“Nonetheless, we weren’t even making an attempt. There was no agenda, no objective. We had been simply having enjoyable,” he says.

Then got here the salsa video, pitting his personal recipe towards one he’d seen elsewhere on TikTok.

“We posted it after which we went to a barbecue and a pair hours later my son came to visit and goes, ‘I believe we received one thing,’” Likelihood says. “I’m going, ‘What’s that?’

“He stated, ‘the salsa video has one million views after two hours.’”

Recreation on.

Likelihood Cozby grew up in Oklahoma as an avid golfer in an avid {golfing} household. His father Jerry had grown up as a gifted participant in West Texas and went on to develop into a big-time golf professional at Hillcrest Nation Membership in Bartlesville, simply north of Tulsa. He was head professional there for 41 years, incomes the 1985 PGA Skilled of the 12 months award whereas elevating a household together with his spouse Karole. Jerry is within the Oklahoma Golf Corridor of Fame in addition to the PGA of America Corridor of Fame.

Likelihood describes a household that enjoyed to prepare dinner and preferred to play golf. His mom taught him the ins and outs of cooking whereas his father taught the grilling and smoking.

He discovered to play golf, too. He and his two brothers, Cary and Craig, every performed on the College of Oklahoma. Upon commencement he moved to Phoenix in 1999 to work for Ping, which was a two-decade profession. All three brothers are nonetheless in golf: Craig works at Ping as gross sales rep for the state of Kansas, whereas Cary is the Director of Golf at Southern Hills in Tulsa. (You possible noticed him taking part in a follow spherical with Tiger Woods forward of this 12 months’s PGA Championship.)

As for Likelihood? He left Ping in 2019 to function WM Phoenix Open Event Chairman. After that he took over as Government Director for the Thunderbirds.

However all of this has nearly zero to do together with his cooking alter-ego, 3 Items of Pecan, which was rapidly gaining traction each on TikTok and Instagram. His Sooners gear made appearances, as did his love for golf, however principally it was simply good eats. And it was a aspect gig on steroids. By December 2022 he’d amassed greater than 200,000 followers on Instagram and greater than 800,000 on TikTok, giving him greater than one million throughout the 2 platforms. By now greater than 200 million folks have watched his movies.

Likelihood had all the time had a saying: “If you happen to’re going to eat, you would possibly as nicely eat good.” Now he added a pair strains. “If you happen to’re going to prepare dinner, you would possibly as nicely movie it. And for those who’re going to movie it, you would possibly as nicely share it.” So share they did.

Whilst his web page took off, Cozby craved an order to his posting. Quickly he discovered a manner it may intersect with the remainder of his life. Initially of 2022 he reached out to a buddy on the PGA Tour with an concept: What if his movies adopted the PGA Tour schedule? If an occasion despatched him a t-shirt or a hoodie — he has greater than sufficient golf polos — he’d prepare dinner up a dish distinctive to that event’s host metropolis. Themed cooking and cross-promotion for the worth of a t-shirt? The Tour was in.

Cozby started with a nod to Hawaii the week of the Sony Open, cooking up seared ahi tuna with blistered inexperienced beans and rice. Then got here a carne asada burrito, San Diego model (with fries in it) the week of the Farmers Insurance coverage Open. And so it went. Cheese enchiladas with chile con carne the week of the Valero Texas Open. He tackled the Masters’ breakfast sandwich and the pimento cheese, too, only for good measure.

How did he determine what to prepare dinner? The method was fairly easy. He’d spend time Googling meals related to the town in query after which ask three questions: 1. Did he need to make it? 2. Would he need to eat it? 3. Would folks have an interest?

As soon as he discovered a solution it was cooking time. And though he couldn’t imagine it at first, he will get it now: folks actually wish to see what he’s whipping up. Even when their enthusiasm comes with, uh, constructive criticism.

“I’m not a chef and I’ve zero coaching. I’ve cooks inform me that on a regular basis, that I’ve zero concept what I’m doing,” he says. “And I’m like, nicely, clearly! I want that I may prepare dinner like they might in a number of methods, however there’s one thing very regular about being a husband, a father, an individual that works for a residing. After which it’s important to come house and someone has to make dinner.”

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He had a tricky time choosing out his favorites, although Coney Canines (for the Rocket Mortgage in Detroit) and South Dakota Chislic (for the Sanford Worldwide on the PGA Tour Champions) each stood out. “It’s like, cubed lamb, and it’s fried, and I’d by no means heard of it earlier than however I used to be like, nicely, that’s superb,” he says.

By 12 months’s finish, as he cooked up his father’s favourite, steak tartare, in honor of the PNC Championship, he had a greater appreciation for simply what number of locations the Tour travels. His followers did, too. His Tour-related movies alone had amassed greater than 50 million views.

If there’s a lesson he desires viewers to remove from the movies, it’s that they will prepare dinner, too. “I believe lots of people that comply with me and comply with my cooking suppose that I do cooking for a residing however I simply do that on the weekend and at evening. The WM Phoenix Open and the Thunderbirds — that’s what I do.

“Folks have busy lives, but it surely’s simple to make and it tastes good and I current it in a manner that’s like, ‘you are able to do this!’” he says. “I make the movies step-by-step and if you wish to make it your self, watch a couple of occasions and get it down.”

However it’s already exceeded his expectations by a number of orders of magnitude.

“Firstly you’re simply tring to do one thing enjoyable along with your child. There have been no financial objectives. There have been no objectives, interval. I’ve had lots of people say, due to you, I’m now cooking a pair meals every week for my household. I believe that’s fairly cool.”

As Cozby reveals me his yard, it’s clear the cooking world has taken discover, too. A brand-new griddle sits earlier than us. (That’s the place he’ll quickly whip up a breakfast sandwich plus one wrapped in foil for the street.) An array of grills and people who smoke wraps its manner across the patio, bordering a nifty turf placing inexperienced. There’s room to follow each his passions right here.

At first he beloved the concept anyone would need to ship him something. However today? He has to inform manufacturers “no” way more typically than sure. He shies away from the phrase “influencer,” however there’s no query that his movies present loads of publicity to no matter could also be featured inside. Nonetheless, he’s not unaware of the money-making potentialities of his present place and has begun working with “companions” at cookware model Le Creuset and clothes firm Peter Millar.

Regardless of all the brand new toys, there’s no query that his prize possession is a smoker that sits within the again nook of the property. It belonged to his late father. When Likelihood fires up the smoker, he looks like they’re collectively.

“He beloved to smoke ribs,” he says, remembering. “It’s all the identical smells and flavors from him.”

Mondays had been Jerry Cozby’s break day, as a result of the membership was closed, so on Mondays he’d prepare dinner brisket or ribs. There was no temperature gauge on the smoker, however he had a knack for dialing it in proper the place he desired, between 225 and 275, with the assistance of three items of pecan wooden. That’s the place the identify comes from. And now his son does the identical.

“I simply take into consideration him,” Likelihood says. “It’s a great way for me to smoke some ribs and take into consideration my dad, have a beer — he all the time preferred to have a long-neck Budweiser — and it’s only a cool a part of my life.”

I ask him what the crossover is between golf and cooking. He pauses. They’re each good for the soul, Likelihood figures. They usually carry folks collectively.

It happens to me that bringing folks collectively is his full-time job, too. In lower than two months’ time he’ll assist welcome the largest crowd in golf to the WM Phoenix Open. It’s a zoo yearly but it surely’ll be even zooier come 2023, given its “elevated” standing plus the truth that the Tremendous Bowl is occurring the identical week in the identical metropolis.

Liable to corniness, Cozby hopes his movies carry folks collectively, too. He is aware of to not argue within the feedback — no one wins — however he does be taught lots from what folks say. He brings that data again to his kitchen and to his precise shoppers, his household and pals, whether or not the digital camera’s on or not.

“Lots of good occurs round a kitchen island, a kitchen desk,” he says. “Lots of good conversations. I believe meals brings folks collectively, and I like to try this proper right here.

“Like golf: It’s all concerning the dangle.”

Dylan Dethier Editor
Dylan Dethier is a senior author for GOLF Journal/ The Williamstown, Mass. native joined GOLF in 2017 after two years scuffling on the mini-tours. Dethier is a graduate of Williams Faculty, the place he majored in English, and he’s the creator of 18 in America, which particulars the 12 months he spent as an 18-year-old residing from his automobile and taking part in a spherical of golf in each state.

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