Grill Your Ass Off Wins a 2026 NHPA Retailers’ Choice Award of Distinction

Grill Your Ass Off rubs and spices have earned a 2026 NHPA Retailers’ Choice Award of Distinction. Our Texas-made, veteran-owned seasoning brand is listed among this year’s winners by the North American Hardware and Paint Association and Hardware Retailing.

For a company called Grill Your Ass Off, an Award of Distinction has a pretty nice ring to it. It also gives us a chance to thank the people who got us here: customers who took a chance on our bottles, retailers who gave us shelf space, and the crew keeping things moving behind the scenes.

What is the NHPA Retailers’ Choice Award?

The North American Hardware and Paint Association sponsors the Retailers’ Choice Awards, a program that began in 1966 and marks its 60th year in 2026.

Independent retailers explore spring buying markets and nominate products they believe would be a good fit for their stores. Those nominations are then reviewed to select the winners. The recognition comes from people who understand what it takes to get a product noticed on a retail shelf.

See Grill Your Ass Off under “Rubs and Spices” in the official NHPA winners listing and Hardware Retailing’s 2026 winners coverage.

Why Being Chosen by Retailers Means So Much

When you run a small business, you spend a lot of time working on things people might never see. Blending seasoning. Packing orders. Getting displays ready. Wondering whether somebody will stop, pick up a bottle, and give it a shot.

Retailers know that work. They see products come and go, and they have to decide what earns a spot in their stores. Having our rubs and spices recognized by people making those decisions means a lot to our team.

Texas-Made Seasonings With a Veteran-Owned Mission

Army veteran Jason Murff founded Grill Your Ass Off in 2016. Cooking gave him a way to bring people together after military service. Ten years later, that connection is still at the heart of what we do.

We make our seasonings in Texas, give them military and first responder themes, and have some fun with the names. Purchases also help support veteran nonprofit organizations and events. We want every bottle to give you another reason to cook something good, invite somebody over, and spend time together.

Get to know the people and purpose behind the bottles in our story.

Meet the BBQ Rubs and Seasonings in Our Lineup

New to Grill Your Ass Off? Start with what you like to cook. These are a few blends from our seasoning lineup:

• Gunpowder Steak & Brisket Seasoning — Start here for your next steak or brisket cook.
• Willie Pete Chicken Seasoning — Give chicken night a place in your regular rotation.
• Infidel Pork Rub — Reach for this when pork is on the menu.
• Platoon Sergeant Seasoning — Explore our salt, pepper, and garlic blend for your everyday seasoning arsenal.
• Box of Ass — Our best-selling bundle of all 8 signature seasonings, packed in a gift-ready ammo crate.

The NHPA listing recognizes Grill Your Ass Off’s “Rubs and Spices.” These blends are examples from our range, giving you a starting point for finding your next favorite.

Already planning dinner? Browse our recipes for ideas, then put your seasoning to work.

To the retailers who gave us shelf space...

Every store that made room for Grill Your Ass Off helped introduce our Texas-made BBQ seasonings to somebody new. Thank you for taking that chance, answering questions about the bottles, and being part of our story.

For stores exploring wholesale BBQ seasonings, our lineup brings bold names and a veteran-owned story to the grilling aisle. We’d be glad to talk about bringing Grill Your Ass Off to your shelves.

Interested in carrying the lineup? Visit our wholesale sign-up page to connect with the team.

Ten Years of People Showing Up

Some of you have been here since the beginning. Some of you just found us. Every order, recommendation, repeat purchase, and bit of support helped bring this small Texas company to where it is today.

To our customers, retail partners, team, and everyone who has been part of this wild ride: thank you. This award gives us a moment to look back at what we’ve built together. We’ve still got work to do, and we’re grateful you’re here for it.

Find your next favorite: shop Grill Your Ass Off seasonings and spices.