I want to thank Obie from Obie-Cue. I need to thank him for a number of things. When I first started this blog, Obie was one of the first people to respond to me. In my e-mails with him, he was funny, engaging, and obviously knew a LOT about smoking, and a lot about Q’ing. It became apparent that he loves to pass this knowledge on to all who may seek it. He also sent me some of his fantastic rubs to try, and they have already been mentioned in several posts. His products are superb. Finally, Obie has been patient in answering my interview questions, and very engaging. I hope you will visit his site, and maybe try some of his products. You won’t be disappointed. I’m splitting the interview into two parts, as I asked Obie a bunch of questions. Please enjoy, and pay Obie a visit. ~The Dry Rubbed Rat
1. How did you get started in barbecue? How long have you been at it? I’ve had meat seasonings in my line since day one, but I had no background in BBQ, as I’d been a veggie. When I heard that Trader’s Village was hosting a BBQ cook off I entered in 1986, hoping to promote my seasonings. I sucked – bad. Happily I was better at making new friends than cooking BBQ so I started going to the meetings of the NORTH TEXAS BBQ COOKERS ASSOCIATION. NTBCA was the first BBQ Cookers association in the country, pre-dating KCBS. Bob (2X4) Herring was one of the top cookers, a truly unique individual (don’t get me started on 2X4 stories), and Bob took me under his wing and taught me the basics of his method. So in a sense I actually started my BBQ career in 86, but truly I didn’t really enter a cook off until 87 and I hit 10Th brisket. I was ruined. I got serious about competing and took my first National Title in 1990 (1st Chicken, Meridian TX Invitational) and won chicken at the Jack Daniels in 91. I’m proudest of being a Founding Father and past Pres of the IBCA, (International BBQ Cookers Association) the preeminent BBQ sanctioning body in Texas. We changed the face of cook offs in Texas by promoting a standardized judging format so you’re always assured of clean judging at an IBCA sanctioned cook off. That didn’t exist in Texas before us.
2. What made you decide to start selling your products? It’s a long involved story of how I got in the spice biz, but the short version is I got into the spice biz ’cause a friend and co-worker wanted to move to Austin back when there were NO employment opportunities down there. So, he looked to buy a small biz and thus create his job, but didn’t have the bucks to do it alone. He found a guy with a spice biz & a restaurant route with a little flea market operation where he sold bulk spices, cheap. There wasn’t anyplace to buy bulk or buy cheap in Austin back then, so he did pretty well. So in 1985 I went in with my bud, bought out the guy and took half the inventory to Dallas and I was in the spice biz!! Opened up a little spice shop in the biggest flea market in the central US, a place called Trader’s Village. Soon I found that there were a LOT of places to buy bulk spices in Dallas, and no matter how much cheaper and fresher my stock was, when mama ran out of nutmeg, like she did every 6 years, she’d just hammer down to whatever store was closest, even if it meant paying an extra buck to get crap from Kroger, instead of waiting until she got back my way again. I was working two jobs, putting in 70+ hours a week and not making squat on the spice business. Then I figured it out; that if I sold a blend, a unique product that you couldn’t get anywhere else, then people would come back to ME. Ah-Ha! I dumped a bunch of stuff that didn’t move and started developing my unique blends. Happily, I was perfectly suited to do that. I’d just spent years working in laboratories–I have a BS in Biology, minored in Chem–and knew how to combine scientific methodology with a long background of intuitive, experimental cooking. So to answer your question, I was already in the biz when I started selling my seasonings.
3. What is your best-selling product? What is your favorite product? Ah an easy one. Overall, Sweet Rub is my best seller with Steakmaker a very close second. Fact: People may brag about their ribs or brisket, but they eat a helluva lot more chicken, steak and burgers. Personal Fave? Depends on what I’m cooking and my mood. I use half a dozen different things on chicken, depending on what goes best with the side dishes, Variety–always lookin’ for more variety so dinner doesn’t get boring. Fave Brisket BigBull’s, Fave rib SweetNHeat, Chicken- Sweet Rub; grilled pork chop Celerbration or Beaumont. Grilled fish – Sunshine. You can get all my recommendations on my website www.obiecue.com. Click on the very top button labeled “Whatcha Cookin?” and get all our preferences. Of course while you’re there, you should read the recipes and and smoker recommendations
4. Besides smoking and grilling, do you enjoy other cooking methods? Got started frying and stir-frying, gradually improving and learning spices–but never following recipes–always just winging it. Back when I was a big football fan (Go Cowboys!) and dedicated couch potato, every Sunday I discovered I could bake a big batch of bread and only miss a few minutes of game time, so I wasn’t being a useless beer-sotted slob every Sunday, I was a beer-sotted BAKER–much better. So cooking in general came first. BBQ came much later because when I started cooking I was a vegetarian. I’m a better BBQer these days ’cause I was a veggie-biter back then, because without the big broad flavors of meat to hide your screw-ups you have to be very precise with your seasonings. You’re also very motivated to season so you can make all that hay taste like food.
5. In our e-mails, your passion to teach was apparent. Tell my readers about your mission to teach BBQ, and some of the ways you accomplish that. Teaching is sharing information, and all the best things in life, love, friendship, music, great meals, etc. are best when they’re shared. Besides, a lot of what I know was handed down to me, so I pass it on. Plus, it’s a kick when you see that light turn on in somebody’s eyes, when all of a sudden they get it-boom!-suddenly it all makes sense!. From a commercial standpoint, my core business is helping other people cook better–that’s the whole point of selling rubs and seasonings–so if I can provide the whole package–the product AND the technique–and you suddenly start cooking a whole LOT better…you’ll prob’ly think I’m smarter than I am and I’ll get a life-long customer. It’s a classic win-win.
Where and how do I teach? I teach all day every day in my retail store, and been doing that for 25 years. We actually keep a continuous cooking demo going at all times. Plus, EVERYTHING that 2X4 taught me, (I was mentored by Bob (2X4) Herring, who was one of the top competitive cooks in North Texas at the time.).and a bunch of nifty tricks that I figured out on my own (I was a damn good cook already when I started BBQ’n.) is in the “RECIPES” section on my website at www.obiecue.com. If you want to cook like a champion, bring it on! The info is all there, and it ain’t rocket science. It’s really pretty easy. The rest is up to you, reader. Get off your dead duff and build a fire!
6. What is the most common mistake that new folks make? The same mistake that a lot of cooks in general make…Not knowing if it’s done. It’s either undercooked or overdone and never consistent. There’s just too damn many factors to consider–the weather, the exact temp of that fire as opposed to last week’s fire…the thickness and temperature of the meat…yada yada Too much mental strain. Stick a damn thermometer in it. Read the numbers. Relax. That’s the reason that rule #1 on my Tips page is get a meat thermometer!!
Thanks again to Obie – look for Part II next week!
















