On Saturday, Feb. 24, Rustic Rub founder Jim Grindstaff was relaxing at home when he saw a sponsorless Jesse Little and his JJL Motorsports blossom during a NASCAR Camping World Truck Series race at Atlanta (Ga.) Motor Speedway.
Impressed by his performance and his demeanor, Grindstaff wanted to find a way to support the family-owned team. Pledging his support of his Midwest BBQ rub success, JJL Motorsports has added the upcoming Gateway 200 at Gateway (Ill.) Motorsports Park to their 2018 Truck Series schedule.
Founded in 2016 by U.S. Air Force veteran and restaurant entrepreneur Grindstaff, Rustic Rub Co. started as a BBQ rub company initially releasing All Purpose and Three Kings rubs, however, the company’s success has evolved into a brand and lifestyle since releasing their own version of a Bloody Mary mix.
Now, the Belleville, Ill. company – located just 10 miles east of St. Louis, Mo. - - the heart of Midwest BBQ country, products can found in over 50 retailers within the St. Louis and metro-east area; as well as online at rusticrubs.com.
“My kids mean the world to me and letting them watch cartoons in the living room sometimes keep the peace,” Grindstaff recalled of that February afternoon. “The day of the Atlanta Truck Series race was no different. I sat in my bedroom watching the truck race and this blue Ford with orange stripes caught my attention.
“Before I knew it, I was cheering for Jesse Little, the underdog, and how he was showing bigger teams how to get around the track. I consider my company an underdog as well, so becoming an immediate fan and supporter of Jesse’s was a no-brainer.”
“After some initial conversations with the organization, we formed a relationship and we’ll be the primary marketing partner at Gateway and everyone at Rustic Rub is excited. This is an opportunity to accelerate our growth. JJL Motorsports has been outstanding with their support and direction on getting the most of my partnership. I’m looking forward to the race next month.”