Today we’d like to introduce you to Michael Goff.
Hi Michael , we’d love for you to start by introducing yourself.
I still remember the first time I finally nailed a rack of ribs. It was one of those blistering August afternoons, right in the middle of a 30-day stretch of 100-degree heat. Out back sat an old, half-rusted smoker, a slab of ribs that didn’t deserve what I was about to do to them, a head full of “great” ideas with really bad notes, and giant cooler of cold drinks.
Back then, it wasn’t about business, branding, or even perfection. It was about chasing something that always felt just out of reach — that elusive, perfect bite for a big family gathering.
I’d spent my life around good food and great people — farmers, butchers, backyard pitmasters, and blue-collar cooks who knew the value of patience. They taught me that BBQ isn’t cooked with fire; it’s cooked with faith — and a little know-how. That same faith would later become the foundation for King Louie’s Meat Apostles.
People always ask where the name came from. Truth is, it was born late one night beside the smoker, surrounded by friends, laughter, and the soft crackle of wood. As the stars burned brighter and our stories grew longer, I realized what we were doing wasn’t just cooking — it was communion. Every plate we served brought people together, sparked conversation, and fed something far deeper than hunger.
That’s when I knew this wasn’t just a hobby anymore. It was a calling.
It was Meat Apostles.
What started with a rusted smoker and a dream has since grown into an award-winning brand rooted in those same small-town values — faith, patience, family, and flavor. From the first spark of the fire to the last bite on the plate, we’ve stayed true to our mission: crafting seasonings that bring people together and remind us all why BBQ matters.
Every bottle of Meat Apostles carries that same spirit — the faith that good food can heal, unite, and make any table feel like home. We don’t just sell seasonings or rubs. We share a piece of that first summer, that first rack of ribs, and that same belief that what we cook — and who we share it with — truly matters.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
From Ziplocs to the Winner’s Circle
The first true rub I ever made was Randolph County All Purpose.
We didn’t have fancy equipment or a test kitchen—just an old coffee grinder, a notebook full of scribbles, and a mountain of trial and error. I wasn’t chasing fame or profit; I was chasing balance. I wanted a seasoning that honored the meat instead of hiding it. Something that wasn’t drowning in salt, yet still packed with flavor. Sweet enough to make your tongue lean in, and spicy enough to make it remember.
When I finally nailed it, I knew. My buddies knew. My family really knew, because they wouldn’t stop asking for more. Soon I was bagging it up in Ziplocs, scribbling “Randolph County AP” on them with a Sharpie, and handing them out like contraband. It spread faster than hot butter on toast.
My wife, Carrie, is the real wizard behind the curtain. With her professional food-industry background and world-class palate, she transformed our scribbles into formulas. She took my backyard experiments and turned them into legitimate products—working with co-packers, testing batches, fine-tuning every last detail from concept to final jar.
Growth didn’t come easy. It came the hard way—slow, smoky, and earned one handshake at a time. We built our brand by building relationships. We met folks in grocery aisles, on the BBQ competition trail, and across countless smoky parking lots and county fairs. After convincing a few local stores to give us a shot, word started to spread.
Then came the recognition—the kind that humbles you. Customers began sharing their own stories: family cookouts, competition wins, even memories tied to our seasonings. Before long, the awards started stacking up. Randolph County All Purpose just brought home 4th Place in the Seafood category at the National BBQ & Grilling Association Awards—a proud moment that brought us full circle.
From that first Ziploc bag to a full line of award-winning blends, each seasoning tells part of our story:
Randolph County All Purpose – The original “BBQ in a bottle.” Balanced, versatile, and good on everything.
Smoky Candy Apple – Where candy apple meets honey and chipotle. Sweet, smoky, and just a little dangerous. (2nd Place Poultry – NBBQA Awards)
Huney Chipotle – A smoky honey rub that’s earned honors at The American Royal’s Best Rub on the Planet. Incredible on salmon or chicken.
Trash Can Molasses – Winner of the 2025 International Flavor Award, beating out more than 1,600 entries worldwide. Molasses, brown sugar, and citrus in perfect harmony.
Hot Cajun Luv – Our fiery bayou-born rub, crowned #1 Spicy Rub at NBBQA and Top 5 at The American Royal.
The King’s Blend – The “signature” steak rub. Bold, rich, and award-winning—1st Place Poultry – NBBQA 2023.
Ewe Butter Clucker – Double movie-theater butter, garlic, and black pepper perfection. Outstanding on beef, seafood, and casseroles alike.
Hot Apple Pie – The angry uncle of Smoky Candy Apple. Apple pie spices meet cayenne heat—perfect for wings, pork, and holiday feasts.
Today, King Louie’s Meat Apostles is still built on faith, family, and flavor. Each new blend begins with the same philosophy that started it all: good food deserves respect, patience, and a whole lot of heart.
We’re constantly testing new ideas, listening to our customers, ambassadors, and refining future blends. Because in the end, this isn’t just seasoning—it’s our story, one shake at a time.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I come from a marketing and brand-development background, so I’ve spent years helping other people tell their stories. But this one—this was personal. I wanted to build something that stood for more than flavor. I wanted a brand with soul.
That’s when the lion appeared.
Bold but humble, fierce yet faithful—the lion embodied everything I believed this company should represent. Biblically, it’s the Lion of Judah, a symbol of courage, purpose, and revival. To me, it was also a reminder that strength should always serve something greater.
From that came our creed: Fit Fer A King.
Those words guide everything we do. It’s not about crowns or thrones—it’s about giving our best, every time. We want each product to be worthy of the King above all kings, and worthy of the people who bring it to their tables.
Our community has been the real story. Folks at Moser’s Foods, Torres Meat House, Joe’s Meat Market, Bratcher’s Market, and local BBQ supply shops gave us our start long before anyone knew the name. Then came Scheels Overland Park, who believed in us enough to give the lion a bigger stage. I’m humbled every time I see our rubs sitting on our partners shelves—it still doesn’t feel real.
We’ve grown, sure, but the mission hasn’t changed: honor the craft, feed the people, and share the fire. Every bag, every handshake, every story told around a smoker is another chance to give thanks for what this journey has become.
King Louie’s Meat Apostles isn’t just about seasoning—it’s about community, faith, and the flavor that brings people together.
And if there’s one thing I’ve learned through all the smoke and grace, it’s this: when you pour your heart into something for the right reasons, it will always be Fit Fer A King. PHIL 4:13
What was your favorite childhood memory?
I grew up in Mid-Missouri, on a patch of land that smelled like hickory smoke, sweet apples, and freshly turned soil. Our family farm and orchard wasn’t fancy by city standards, but to me, it was everything—a classroom, a playground, and a church all rolled into one.
Some of my earliest memories live in my grandmother’s kitchen. We’d gather apples fresh off the trees, their skins warm from the sun, and she’d let me stir the pot as the sauce bubbled and thickened. The windows fogged, the air filled with cinnamon and sugar, and her laughter mingled with the sound of jars sealing tight—little treasures of summer saved for winter.
Out back, my grandfather and his friends stood around the smoker like it was an altar. They leaned on fence rails, swapping stories, arguing about temperature, and teaching me lessons I didn’t yet understand: patience, respect for the fire, pride in the process.
Those days taught me that flavor isn’t just what hits your tongue—it’s what lives in your memory. It’s the warmth of people gathered, the work of honest hands, and the faith that good things take time.
Looking back, I think that’s where it all began—not in a business plan, but in the orchard’s smoke, my grandmother’s kitchen, and the belief that the simplest meals, made with love, will always be Fit Fer A King.
Pricing:
- Retails for 12.99
Contact Info:
- Website: https://www.MeatApostles.com
- Instagram: @MeatApostles
- Facebook: @MeatApostles
Image Credits
These are all images taken by Meat Apostles. No credits required.
