We recently had the chance to connect with Jason Murff and have shared our conversation below.
Hi Jason, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: Have any recent moments made you laugh or feel proud?
Absolutely—one moment that really stands out is when Grill Your Ass Off was awarded Veteran Small Business of the Year. That recognition hit home in a big way because it validated everything we’ve been working toward since day one: continuing camaraderie through good ass BBQ while supporting the veteran and first responder community.
Another thing I’m incredibly proud of is that we’ve been able to grow the company to the point where we’re now hiring more veterans. As a veteran-owned business based in Texas, it means the world to bring others from the military community into our team and give them a workplace where that sense of mission and brotherhood continues. It’s not just about the seasonings—it’s about who we are, what we stand for, and who we stand with.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jason Murff, and I’m the founder and CEO of Grill Your Ass Off, a veteran-owned, Texas-based seasoning company I started in 2016 after being medically discharged from the Army. What began as a way to give back to the veteran and first responder community has turned into a nationwide brand that’s all about bringing people together through quality products and a shared love for BBQ.
At Grill Your Ass Off, we make small-batch, American-made seasonings, sauces, pickles, and more—all with bold flavor and a sense of humor. Every label tells a story, often with a military theme, and everything we do is rooted in our mission: Continued camaraderie through good ass BBQ.
What makes us unique isn’t just the taste—it’s the community we’ve built. We support veteran and first responder non-profits, we employ fellow veterans, and we take pride in every part of the process—from sourcing to shipping. Right now, we’re focused on growing our retail presence, expanding into convenience stores with new products like our chili lime beer salts, and continuing to launch new blends like our wild game seasoning Bag N’ Tag, which donates 50% of profits to Military Mobility.
Whether it’s feeding your family or fueling your next cookout, we’re here to make sure your flavor game is squared away.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
The Army definitely sharpened my work ethic, but the people who truly taught me what work really means were my parents. They led by example every single day—no excuses, no shortcuts, just consistent hard work and taking pride in whatever you’re doing, no matter how big or small.
Growing up, I watched them hustle, sacrifice, and keep pushing forward, even when things got tough. That mindset stuck with me and became the backbone of Grill Your Ass Off. The discipline and structure I learned in the military built on that foundation, but the drive, resilience, and sense of purpose all started at home.
Now, whether I’m leading a team, launching a new product, or packing orders with our crew, I carry that lesson with me: show up, work hard, and earn every bit of what you build.
What did suffering teach you that success never could?
Suffering taught me patience, humility, and how to keep going when quitting feels easier. When I was medically discharged from the Army, it felt like everything I’d worked for got ripped away overnight. That moment forced me to rebuild—not just my career, but my identity. Success might feel good, but it doesn’t teach you who you are. Struggle does.
Starting Grill Your Ass Off came out of that low point. I wasn’t chasing a business plan—I was chasing purpose. And that purpose was to serve again, in a different way, by creating something that brought people together, supported the veteran and first responder community, and gave others a mission to get behind.
Suffering taught me to lead from experience, not ego. It taught me to take ownership, even when things go sideways. And it gave me the grit to push through the days when success still felt far off. Those lessons don’t show up on a balance sheet—but they’re the reason we’ve built a company with real values, real community, and real staying power.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
That slapping “all-natural” or “craft” on a label means it’s high quality. The truth is, a lot of companies in the seasoning and BBQ space are more focused on branding than actual flavor or integrity. They outsource everything overseas, cut corners with cheap fillers, and lean on buzzwords to sell products that wouldn’t pass the backyard taste test—much less stand up to real pitmasters.
Another big lie is that bigger always means better. Some of the largest names in the spice game have lost their soul chasing shelf space. At Grill Your Ass Off, we’re Texas made, veteran owned, and proudly American sourced. We small-batch everything for quality and consistency—and when we say we support veterans and first responders, it’s not just a slogan. It’s baked into who we hire, who we support, and what we stand for.
So while the industry talks a big game, we’re out here proving that authenticity, community, and flavor still matter—and that you don’t need to sell out to stand out.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
That I didn’t just talk—I executed. That I took a bad hand, played it hard, and built something that mattered.
I want people to say I created opportunity where there wasn’t any. That I took the discipline and grit the military gave me and turned it into a business that didn’t just make money—it made impact. That Grill Your Ass Off wasn’t just a brand—it was a vehicle for veterans and first responders to find purpose again, to work with people who get it, and to feel part of something bigger than a paycheck.
And I hope they say I never asked anyone to do something I wouldn’t do myself. I showed up, I worked, I gave a damn—and I left the place better than I found it. That’s it. No need for statues or speeches. Just results that outlive me.
Contact Info:
- Website: https://grillyourassoff.com/
- Instagram: https://www.instagram.com/grillyourassoff/
- Twitter: https://x.com/grillyourassoff
- Facebook: https://www.facebook.com/grillyourasoff/
- Youtube: https://www.youtube.com/channel/UCGZpLvGOdQ95UwlU4FE2amA?view_as=subscriber
Image Credits
Grill Your Ass Off
