Backyard Pit Rubs: BBQ Flavours to Transform Your Meals

Nothing reminds me of summer more than the smell of a BBQ.

From garden parties with friends, to evenings camping on the Norfolk coast, BBQs have always been a core summer memory for me throughout my life – you cannot beat an evening of great food, music and conversation. BBQs are not just another meal, it’s an opportunity for connection and relaxation.

And, with the weather (finally!) turning a corner, there is no better excuse to dust off the BBQ and bring your friends and family together!

Despite the beauty of barbequing, many people shy away from it due to a lack of confidence and ‘skill’, or a bad experience from a past BBQ (anyone else had to pretend they liked the taste of a burnt burger?!).

I recently met Steven Sherrock, the Founder of Backyard Pit Rubs, a local company that offers a range of delicious meat rubs and spice mixes that transform the art of barbequing.

I spoke to him about the journey of Backyard Pit Rubs, the inspiration behind the flavours, the power of good food and how anyone can BBQ!

When did you launch Backyard Pit Rubs (and what was the inspiration behind this)?

We officially launched Backyard Pit Rubs in early 2026, although the groundwork was already in motion toward the end of 2025 as we prepared to bring the business to life. The idea really came together last summer.

For me, nothing beats spending time around a BBQ with friends and family—relaxing, having a laugh, and creating great memories over amazing food. That experience is at the heart of our brand. Our ethos is simple: enjoy great, flavourful food with great company.

Backyard Pit Rubs was created to show people that you don’t need to be a pitmaster to achieve bold, authentic BBQ flavours at home. That’s exactly where our rubs come in.

All our products are made from natural ingredients, with no artificial additives or flavourings. Each batch is handmade in small quantities and labelled by us personally, ensuring quality and care in every step. We put genuine love and passion into every rub we create.

We also include recipe cards with every purchase to inspire our customers and help them get the most out of our products.

What products do you sell (and what are they designed for)?

We specialise in BBQ meat rubs and spice mixes designed to elevate your cooking and bring bold, authentic flavour to every dish.

Our rubs are incredibly versatile—they’re not just for BBQ. While they’re perfect for grilling and smoking, they can also be used on a wide range of meats and vegetables, whether you’re cooking indoors or outdoors. The goal is simple: make great flavour accessible and easy for everyone.

Our core range includes:

· Backyard Chicken Down Under (our most popular blend)

· Backyard Brisket

· Backyard Pork Ribs

· Backyard Italia

· Backyard Smokey Beans

· Backyard Smokey Rosemary

Each product is crafted to deliver rich, balanced flavours that help anyone achieve that “pitmaster-style” taste at home—without the complexity.

Describe the process for creating a new product (and where do you look for inspiration for new flavours?).

For us, the process is quite straightforward and very customer driven.

A lot of our inspiration comes directly from the people we meet. When customers visit our stalls, we have great conversations about what they enjoy, what they’d like to see next, and the kinds of flavours they’re looking for. We take all of that on board and use it as the starting point for developing new ideas.

From there, I go back to the kitchen and begin working on flavour profiles. I’ll create a small test batch and try it out on meats that best Take on the flavour—typically chicken or pork. I then cook it across a variety of methods, including the smoker, BBQ grill, oven, and air fryer, to make sure the rub performs well in any setting.

If the results are promising, we move into a testing phase with a dedicated group of 15–20 loyal customers from my local village. They’ve supported us from the very beginning and have been a huge part of our journey. We provide them with samples along with a feedback survey, which gives us honest, detailed insights—not just on flavour, but also on things like packaging and overall appeal.

Once we’ve gathered that feedback and there’s a strong positive response, we refine the product if needed, scale up production, and then launch it both at our stalls and online.

How does Backyard Pit Rubs transform the art of outdoor cooking?

Backyard Pit Rubs transforms outdoor cooking by making bold, authentic BBQ flavour accessible to everyone—not just seasoned pitmasters.

We take what can sometimes feel like a complex craft and simplify it, giving people the confidence to create incredible food in their own backyard. Our rubs are designed to deliver deep, well-balanced flavours with minimal effort, so whether you’re cooking on a smoker, BBQ, or even indoors, you can achieve that true “pitmaster-style” result.

But it’s about more than just flavour—it’s about the experience. We encourage people to slow down, gather with friends and family, and enjoy the moment. Great food brings people together, and our products are built around that idea.

By combining high-quality, natural ingredients, small-batch production, and real customer feedback, we’re not just selling rubs—we’re helping people create memorable outdoor cooking experiences with confidence and ease.

What was the biggest challenge you faced when launching Backyard Pit Rubs (and how did you overcome this)?

The biggest challenge we faced in the beginning was simply asking ourselves whether we should take the leap at all. Starting a business is daunting—the responsibility, the uncertainty, and the fear of the unknown can all make you question if it’s the right move.

What helped us overcome that was taking a small but meaningful first step. My wife had a great idea to send out 20–25 taster packs to people in our village. We shared the opportunity on Facebook and included our four core rubs: Backyard Brisket, Backyard Pork Ribs, Backyard Chicken Down Under, and Backyard Smokey Beans.

Along with the samples, we included customer surveys to gather honest feedback on both the flavours and the packaging. The response we received was incredible—it gave us real confidence that we were onto something.

That moment really cemented our decision to move forward. Instead of overthinking it, we let our customers guide us, and that support gave us the belief we needed to launch Backyard Pit Rubs properly.

How important has social media been to the growth of your business?

Social media has definitely played an important role in our growth. It’s a powerful tool and, realistically, it’s the direction the world is moving in when it comes to building a brand and reaching new customers.

We’ve been lucky to have some great influencers support us—they’ve done an amazing job showcasing our products, and a couple of them I’d now genuinely call friends. That kind of authentic support makes a big difference.

That said, for us it’s not just about social media. Building real, face-to-face connections has been just as important. We’ve made some great friendships with other stallholders and customers through markets and events, and that personal interaction is something you can’t replicate online.

I think sometimes that human connection can get lost, which is why I really value being out on the stand—meeting people, talking about the products, and seeing their reactions firsthand. For us, it’s about finding the right balance between digital growth and real-world relationships.

What makes Backyard Pit Rubs unique?

What makes Backyard Pit Rubs unique is the passion and purpose behind everything we create.

Our rubs aren’t just about flavour—they’re about bringing people together. Every blend is made with a genuine love for great food and the moments that come with it, whether that’s a weekend BBQ with friends or a family gathering. For us, it’s about creating memories as much as it is about creating great taste.

We’re also a family-run business, and that’s at the core of who we are. We take a very hands-on approach, from developing our products to connecting with our customers. We want people to feel like they’re part of the journey with us, not just buying a product.

That combination of passion, quality, and community is what truly sets us apart.

For me, cooking holds strong memories – BBQs in the summer with the family, my mum cooking a roast every Sunday and baking my favourite cake! What power do you believe cooking and good food holds?

I think cooking and good food hold a huge amount of power—they bring people together in a way that not much else can.

For me, it’s all about connection and memories. Whether it’s a BBQ in the summer, a family roast on a Sunday, or just sitting down to a good meal, those moments stay with you. Food has a way of creating shared experiences that people remember for years.

It’s also about slowing down. In a busy world, cooking gives you a reason to stop, be present, and spend quality time with the people around you. That’s something really special.

At the heart of it, good food isn’t just about taste—it’s about how it makes you feel and the memories it helps create. And that’s exactly what we try to capture with Backyard Pit Rubs.

I often feel people shy away from cooking as they think they do not have the skills or experience. However, do you believe anyone can BBQ? And how does your business help empower people to embrace the beauty of outdoor cooking?

Absolutely—I believe anyone can BBQ.

That belief is the reason Backyard Pit Rubs was created. I don’t claim to be a pitmaster—far from it—but I do know how to cook and, more importantly, how to create great flavours. And that’s what we want to share with others.

A lot of people shy away from BBQ because they think it’s complicated or that you need years of experience. We’re here to break that barrier. Our rubs are designed to take away the guesswork and make it easy for anyone to achieve bold, delicious results, whether you’re a complete beginner or more experienced.

We also support that with simple recipe ideas and guidance, so people feel confident trying something new.

At the end of the day, it’s not about being perfect—it’s about enjoying the process, cooking great food, and spending time with others. If we can help people feel confident enough to light the BBQ and give it a go, then we’ve done our job.

What do you love most about attending markets across Norfolk?

That’s an easy one— definitely meeting new people.

I love connecting with customers face-to-face, hearing their feedback when they try the products. There’s something special about those real conversations that you just don’t get anywhere else.

It’s not just customers either—we’ve also built great relationships with other stallholders. There’s a real sense of community at the markets, and everyone supports each other, which makes it even more enjoyable.

For me, being at the markets is where the brand really comes to life. It’s personal, it’s authentic, and it reminds me why I started Backyard Pit Rubs in the first place.

What do you hope to achieve this year?

This year, we’re focused on growing both our product range and our brand.

We’d like to introduce a couple of new flavours to build on our current range and give our customers even more choice.

At the same time, a big goal for us is to get the Backyard Pit Rubs name out there more—reaching new customers, attending more markets and events, and continuing to build our presence both online and in person.

It’s really about steady, meaningful growth while staying true to what we’re about—great flavour, great experiences, and bringing people together.

To keep up to date with the work of Backyard Pit Rubs, you can head to their Instagram (@backyardpitrubs)!