Honoring the Mission: Seasoned by Service, Built for Boldness

This is Episode 3 of our Honoring the Mission mini-series — a three-part drop exploring resilience, leadership, and living with purpose through the stories of extraordinary guests.

Kurt Luidhardt welcomes Jason Murff, U.S. Army veteran and founder of Grill Your Ass Off, a Texas-based, veteran-owned spice company known for its military-themed branding, bold flavors, and unwavering commitment to giving back.

Jason shares his entrepreneurial journey from serving in the Old Guard in Washington, D.C. to launching one of the fastest-growing seasoning companies in America, starting in his garage. What began as a side hustle is now a national BBQ sensation sold in more than 1,400 stores (including ACE Hardware and Hallmark) and online.

From military camaraderie and humor to purpose-driven branding and community impact, Jason reveals the strategies that transformed Grill Your Ass Off into both a cultural statement and a thriving business.

Key Takeaways from This Episode:
- Discover how military camaraderie inspired the creation of a mission-driven spice company.
- Learn the story behind the bold name “Grill Your Ass Off”—and why it’s both a marketing blessing and a challenge.
- Explore the power of humor, identity, and storytelling to stand out in crowded markets.
- Understand how partnerships with groups like The Independence Fund and Military Mobility help veterans thrive.
- Gain practical insights on bootstrapping and scaling a direct-to-consumer business.
- Take note of Jason’s Eight Marketing Commandments—a playbook for entrepreneurs and content marketers.

Ready to grow your brand with conviction? We’ve got you covered. Schedule a free, no-pressure 1:1 call with our team. https://meet.prospergroup.co/meetings/libertyspenders/alliance-application?uuid=25b18138-3114-4da3-9ab1-b00a98024368

Relevant Links and Resources:
🌐 Grill Your Ass Off: https://grillyourassoff.com/
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Liberty Spenders™ Podcast:
Join Kurt and Kristen, founders of Liberty Spenders™ on a groundbreaking podcast that unveils the secrets to tapping into the immense potential of the faith-based conservative market. With an estimated $5 trillion in annual spending power, this loyal and engaged consumer base represents a golden opportunity for businesses seeking rapid growth and increased customer loyalty. In each episode, Kurt and Kristen share their deep insights and proven strategies for authentically connecting with the Liberty Spender audience. Drawing from their extensive experience in political campaigns and their unique, data-driven approach, they guide listeners through the 5 Ps process: People, Positioning, Passion, Proof, and Product Launch.