First batch · 1,000 bottles

The one bottle you'll actually reach for.

An all-purpose barbecue seasoning built for beef, pork, bird and vegetables. Every ingredient named on the label. Nothing in it to make a machine run faster.

$12.99 12 oz shaker Planned price

The list gets it before anyone else. No spam, no daily emails.

All Purpose Net WT 12 oz (340 g)
Concept rendering
No fillersNo maltodextrin, no bulking agents
No anti-cakingNo silicon dioxide or calcium silicate
Everything namedNothing hiding behind "spices"
Blended and bottled in the USABy a small-batch co-packer, from domestic and imported spices
The blend

Coarse enough for crust. Balanced enough to stay out of the way.

Most people own nine rubs and reach for the same two. This is built to be the one, whatever's on the grate.

Salt does the work it's supposed to do and then stops. The paprika is smoked, not dyed. The sugar is turbinado, so it caramelizes instead of scorching. It goes on a weeknight chicken thigh and on a brisket you took the day off for.

  • Works on beef, pork, poultry and vegetables
  • Coarse grind, built for crust
  • No heat wall, so you can layer on top of it
All PurposeNet WT 12 oz
Concept rendering
What's inside

Read the back of the bottle.

We would rather show you the list than tell you it's clean.

In the bottle
  • +Coarse sea salt
  • +Cracked black pepper
  • +Smoked paprika
  • +Granulated garlic
  • +Granulated onion
  • +Turbinado sugar
  • +Ground mustard
  • +Chili powder
Not in the bottle
  • −Silicon dioxide
  • −Calcium silicate
  • −Maltodextrin
  • −"Natural flavors"
  • −Artificial color
  • −Anti-caking agents
  • −Fillers of any kind
  • −Anything you'd have to look up

Formula in development. The final ingredient statement will appear here and on the label exactly as written, in descending order by weight, with allergens declared.

The lineup

One at a time, done properly.

All Purpose
All PurposeShipping first
Beef
Beef & SteakNext
Poultry
PoultryNext

Sauce comes in year two, on its own timeline. Meat Church shipped sixteen rubs over eleven years before its first one. That's sequence, not slowness.

The method

Seasoning is the easy part.

You can buy a good rub anywhere. What most people are missing is the three things that decide whether dinner works. Every bottle ships with them.

01

Find the grain

The muscle fibers run one direction. Cut with them and you get long strings that fight your teeth. Turn the board and cut straight across. Same steak, completely different bite.

02

Cook to a number

Time is a guess. Temperature is a fact. Hit the number, pull it off, let it rest. You stop hoping and start knowing.

03

Build two zones

Hot side for the crust, cool side to finish it through. One-zone cooking is why the outside is black and the middle is raw.

Behind it

Ray Johnson, backyard cook.

113,000 people watch a man in an apron explain why you cut across the grain. That's the whole business. The seasoning is how you take the lesson home.

No competition circuit, no restaurant, no pedigree to lean on. A fence, two grills, and a habit of explaining the part everybody else skips.

How this content is made

Ray is an AI-generated persona and the videos are made with AI tools. We would rather tell you here than have you find out somewhere else.

What isn't generated: the technique. Grain direction, internal temperatures and two-zone fires are true whoever explains them, and they check out against any source you trust. And the seasoning is a real product, made by a real co-packer, with every ingredient printed on the back.

1,000 bottles.
The list goes first.

We make it once pre-orders cover the run. Hit the number and it gets made. Miss it and everybody gets their money back.

No spam. You'll hear from us when the pre-order opens.