Knowing they needed to differentiate from the abundance of seasoning and spice brands on the market, AJ’s Best took our advice and focused their brand on a niche: the male-dominated outdoor grilling market. This opened the door for AJ’s Best to have some fun developing the character of their brand’s namesake, AJ, into the down home, unrefined (but respectful and passionate about flavoring food), southern boy that is revered among the “manly” rugged, and loyal BBQ crowd. Check ‘em out: www.ajsbest.com