“You don’t want to build the brand too big, too fast, otherwise you do not get a big return on your investment,” Murff says.
Clearly Murff is business oriented and has a good understanding on how to manage his business.
What’s next for Murff and Grill Your Ass Off? Murff says he is expanding his product line to include beef jerky, a cheese based seasoning and a dessert type of topping. All of which will be named relating back to something from the military.
To name the seasonings and products, Murff says it pretty much started during flight school. “I would bounce military themed ideas off my Veteran brothers,” asking questions like: “What kind of meat is this going on,” and “How can we relate it back to the military?”

Grill Your Ass Off product line includes beef jerky, a cheese based seasoning and a dessert type of topping. [Photo: Jason Murff]
Murff may go through a few iterations before he finalizes the combination, but once it is done, he knows it will be enjoyed by all the backyard grill masters.
Brandon Smith, a close friend and BBQ aficionado says, “It stands out from other seasonings since it’s not ground down to a powder.”
As many may know, the veteran community is a tight knit group of brothers and sisters from all branches and they take care of their own. That is where Murff shows his true colors and strives to give back to the community to those in need.
“Donations rotate from veteran groups to first responders like law enforcement, firefighters and paramedics,” Murff says. He does the rotations so that he may expand his reach in helping those in need. “I like to find an organization doing a silent auction with an ammo can full of seasonings, this way I am able to give more product more often instead of writing a check. In the end, it brings more money to the organization from the silent auction.”

Owning a seasoning company allows Jason Murff to constantly grill for himself and demonstrations for customers. [Photo: Jason Murff]
Owning a seasoning company allows Murff to constantly be grilling, either for himself or demonstrations for customers. Murff says one of his favorite cuts of meat is the ribeye, and he typically grills it at 700 degrees Fahrenheit for one minute each side, then suffocating out the flame and letting it smoke.
Murff says this method “enhances the flavor and is one of the many unique cooking styles.” And those that have sampled some of Murff’s smoked and grilled meats are sold instantly and pick up their favorite jar right away.
“I like the seasoning because it adds so much flavor to anything you put it on,” says Trammell Stewart, another friend of who enjoys the unique taste of Muff’s custom seasonings. “My favorite is probably the chicken seasoning, ‘Willie Pete.’”
By Eric Uran
Posted Thu, Jul 13, 2017