We’re not just making BBQ rubs—we’re bottling memories, brotherhood, and a mission.
Our founder is a combat veteran who served in both Iraq and Afghanistan. He’s always loved good food, but it was after basic training—exhausted and starving—that he bit into his first smoked meal in weeks. That moment hit different. The smoke, the flavor, the comfort. It wasn’t just food—it was a reminder that life has moments worth savoring.
Years later, while battling the silent war of PTSD, he realized he needed help—and got it. That turning point inspired something bigger: to create bold, high-quality rubs that bring people together, and to use that platform to support fellow veterans and break the stigma around mental health.
Where Flavor Meets Fire and Purpose
Each rub is hand-crafted with the same patience, precision, and passion that the military taught him. His favorite cut? Brisket—because it teaches you to wait, it rewards you with deep smoke rings, and its flavor is earned, not rushed. That same philosophy goes into every bottle we make.
BBQ rubs were the perfect outlet. They’re not just seasoning—they’re the foundation of something meaningful. Whether it’s a backyard brisket or a grilled chicken on a Tuesday night, our rubs are made to turn a simple meal into something worth remembering.
Grit, Humor, and Heart
You’ll notice a dark, irreverent sense of humor on our labels—and that’s no accident. It’s a nod to military culture, where laughter helped carry soldiers through the worst days. We believe life’s too short to take too seriously, but we never joke about what matters most.
We’ve lost too many friends to mental health struggles. The mission now is to build something that lifts others up. As our founder puts it:
“If someone breaks their leg, no one gives them a hard time that they can’t walk—they give them time to heal. Why don’t we treat mental health the same way?”
Our rubs are a way to keep the conversation going—over food, over fire, over a cold beer with friends.
Continuously Improve Your Fighting Position
That phrase stuck with him from his time in uniform. It means show up, every day, and make things better—whether it’s your pit skills, your mental health, or your impact on the world.
This company is built with that mindset. We’re here to season your meat, elevate your cookouts, and support those still fighting battles long after the war ends. Our goal? To one day hire veterans and keep building a business that tastes good and does good.
