{"product_id":"meat-church-holy-cow-bbq-rub","title":"MEAT CHURCH: Holy Cow – Texas-Style Beef BBQ Rub (340g)","description":"\u003cdiv style=\"border:1px solid #ccc;border-radius:8px;padding:14px 16px;margin:0 0 18px;\"\u003e\n\u003cp style=\"margin:0 0 6px;\"\u003e\u003cstrong\u003eAt a glance\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp style=\"margin:4px 0;\"\u003e\u003cstrong\u003eHeat:\u003c\/strong\u003e Peppery, savoury (Hub Heat 3\/11)\u003c\/p\u003e\n\u003cp style=\"margin:4px 0;\"\u003e\u003cstrong\u003eSize:\u003c\/strong\u003e 340g shaker\u003c\/p\u003e\n\u003cp style=\"margin:4px 0;\"\u003e\u003cstrong\u003eOrigin:\u003c\/strong\u003e Made in the USA (Waxahachie, Texas)\u003c\/p\u003e\n\u003cp style=\"margin:4px 0;\"\u003e\u003cstrong\u003eDietary:\u003c\/strong\u003e Gluten free. No MSG — always check the physical label\u003c\/p\u003e\n\u003cp style=\"margin:4px 0;\"\u003e\u003cstrong\u003eBest on:\u003c\/strong\u003e Brisket, tri-tip, steaks, burgers\u003c\/p\u003e\n\u003c\/div\u003e\n\u003ch2\u003eHoly Cow: the Meat Church brisket rub built for bark\u003c\/h2\u003e\n\u003cp\u003eMeat Church Holy Cow is a coarse, peppery Texas-style beef rub from Matt Pittman's Meat Church in Waxahachie, Texas, made for brisket, tri-tip, steaks and burgers. It's built to do one job better than anything else in the cabinet: let great beef taste like great beef, turning a coarse layer of pepper and salt into the kind of bark people photograph before they eat it.\u003c\/p\u003e\n\u003ch2\u003eThe flavour\u003c\/h2\u003e\n\u003cp\u003eCoarse black pepper leads hard, backed by a clean, savoury salt that seasons rather than shouts. Garlic sits underneath for depth, and the spice extractives round the finish out without adding sweetness. Classic Texas simplicity — nothing here fights the smoke.\u003c\/p\u003e\n\u003ch2\u003eHow to cook with it\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003eCoat a whole brisket the night before, fat side and all, and let it sit uncovered in the fridge so the crust sets before it ever sees smoke.\u003c\/li\u003e\n\u003cli\u003eGo heavier than feels natural on tri-tip — the reverse sear needs a proper crust to hold up to the crackle.\u003c\/li\u003e\n\u003cli\u003ePress it into burger patties just before they hit the grill for a peppery, steakhouse-style crust on a backyard budget.\u003c\/li\u003e\n\u003cli\u003eRogue move: rim a Bloody Mary with it instead of celery salt — the pepper and garlic do more work than you'd think.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eIn the shaker\u003c\/h2\u003e\n\u003cp\u003eCoarse and dark, with visible cracked pepper throughout. It sits proud on the surface of the meat rather than dissolving in, which is exactly what builds that deep, savoury bark.\u003c\/p\u003e\n\u003ch2\u003eIngredients \u0026amp; Dietary\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003eIngredients:\u003c\/strong\u003e Salt, spice, dehydrated garlic, spice extractives.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eDietary:\u003c\/strong\u003e Gluten free. No added MSG. Always check the physical label for the most accurate ingredient, allergen and nutritional information.\u003c\/p\u003e\n\u003ch2\u003eThe Rub Smuggler's Verdict\u003c\/h2\u003e\n\u003cdiv style=\"margin-top:10px;overflow:hidden;\"\u003e\n\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0565\/8568\/2986\/files\/915_hand-on-heart-brisket.png?width=440\" alt=\"Darryl Rubb, The Rub Smuggler\" width=\"220\" height=\"220\" loading=\"lazy\" style=\"width:220px;height:220px;float:right;margin:0;\"\u003e\n\u003cp style=\"margin:0;\"\u003eWord from the docks: this is the rub the whole comp circuit runs when brisket is the only thing on the line. Mop it late with \u003ca href=\"\/en-nz\/products\/fancy-hanks-bbq-sauce-coffee-molasses\"\u003eFancy Hanks Coffee \u0026amp; Molasses BBQ Sauce\u003c\/a\u003e, then cut through the richness with \u003ca href=\"\/en-nz\/products\/tracklements-strong-horseradish-cream\"\u003eTracklements Strong Horseradish Cream\u003c\/a\u003e on the side. Pepper first, questions never. — The Rub Smuggler\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv style=\"border:1px dashed #E8340A;border-radius:8px;padding:14px 16px;margin:24px 0 18px;clear:both;\"\u003e\n\u003cp style=\"margin:0 0 6px;\"\u003e\u003cstrong\u003e🏴‍☠️ Darryl's Secret: Holy Cow Tri-Tip\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp style=\"margin:0 0 10px;\"\u003e\u003cem\u003ePepper first, slicing knife second.\u003c\/em\u003e\u003c\/p\u003e\n\u003cp style=\"margin:0 0 4px;\"\u003e\u003cstrong\u003eYou'll need:\u003c\/strong\u003e 1kg tri-tip or rump cap; 2 tbsp Holy Cow.\u003c\/p\u003e\n\u003cp style=\"margin:8px 0 4px;\"\u003e\u003cstrong\u003eDo this:\u003c\/strong\u003e\u003c\/p\u003e\n\u003col style=\"margin:0 0 4px 20px;\"\u003e\n\u003cli\u003eSeason heavily and leave uncovered in the fridge overnight.\u003c\/li\u003e\n\u003cli\u003eSmoke at 120°C until the centre reads 50°C, about 1 hour.\u003c\/li\u003e\n\u003cli\u003eSear over high heat for 1–2 minutes a side, rest 10 minutes, then slice thinly across the grain.\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003cp style=\"margin:8px 0 0;\"\u003e\u003cstrong\u003eWhy it works:\u003c\/strong\u003e A heavy coat of pepper and salt gives the reverse sear a proper crust to work with.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003ch2 style=\"clear:both;margin-top:32px;\"\u003eQuestions answered\u003c\/h2\u003e\n\u003ch3\u003eWhat does Holy Cow taste like?\u003c\/h3\u003e\n\u003cp\u003eCoarse black pepper and clean savoury salt lead, with garlic depth underneath. It's built Texas-simple, so great beef still tastes like beef — just with a proper bark.\u003c\/p\u003e\n\u003ch3\u003eWhat's Holy Cow best used on?\u003c\/h3\u003e\n\u003cp\u003eBrisket first and foremost, plus tri-tip, steaks and burgers. Anywhere you want a bold, peppery bark without sweetness competing with the meat.\u003c\/p\u003e\n\u003ch3\u003eDoes Holy Cow contain MSG?\u003c\/h3\u003e\n\u003cp\u003eNo — it's labelled No MSG and gluten free. Always check the physical label for the most accurate ingredient and allergen information.\u003c\/p\u003e\n\u003ch3\u003eHow much rub should I use on a brisket?\u003c\/h3\u003e\n\u003cp\u003eGo heavier than you think — a proper Texas crust needs real coverage on both sides, right down into the fat cap. It's coarse enough that you're unlikely to oversalt it.\u003c\/p\u003e\n\u003ch3\u003eIs Meat Church Holy Cow spicy?\u003c\/h3\u003e\n\u003cp\u003eNot in the chilli sense. Holy Cow sits at Hub Heat 3\/11 — the warmth comes from coarse pepper, not chilli.\u003c\/p\u003e\n\u003ch3\u003eHoly Cow or The Holy Gospel for brisket?\u003c\/h3\u003e\n\u003cp\u003eBoth work. Holy Cow is the straight beef rub — salt, spice and garlic, with no sugar on the ingredients list — for a classic peppery Texas bark. The Holy Gospel blends Holy Cow with The Gospel, which adds sugar and paprika for a rounder, slightly sweeter bark. Holy Cow is Hub Heat 3\/11; The Holy Gospel is 2\/11.\u003c\/p\u003e\n\u003ch3\u003eCan I buy Meat Church Holy Cow in Australia?\u003c\/h3\u003e\n\u003cp\u003eYes. The Rub Hub stocks Meat Church Holy Cow in the 340g shaker and ships Australia-wide for a flat $10 per order.\u003c\/p\u003e\n\n\u003cscript type=\"application\/ld+json\"\u003e\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\"@type\": \"Question\", \"name\": \"What does Holy Cow taste like?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Coarse black pepper and clean savoury salt lead, with garlic depth underneath. It is built Texas-simple, so great beef still tastes like beef - just with a proper bark.\"}},\n    {\"@type\": \"Question\", \"name\": \"What's Holy Cow best used on?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Brisket first and foremost, plus tri-tip, steaks and burgers. Anywhere you want a bold, peppery bark without sweetness competing with the meat.\"}},\n    {\"@type\": \"Question\", \"name\": \"Does Holy Cow contain MSG?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"No - it is labelled No MSG and gluten free. Always check the physical label for the most accurate ingredient and allergen information.\"}},\n    {\"@type\": \"Question\", \"name\": \"How much rub should I use on a brisket?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Go heavier than you think - a proper Texas crust needs real coverage on both sides, right down into the fat cap. It is coarse enough that you are unlikely to oversalt it.\"}},\n    {\"@type\": \"Question\", \"name\": \"Is Meat Church Holy Cow spicy?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Not in the chilli sense. Holy Cow sits at Hub Heat 3\/11 — the warmth comes from coarse pepper, not chilli.\"}},\n    {\"@type\": \"Question\", \"name\": \"Holy Cow or The Holy Gospel for brisket?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Both work. Holy Cow is the straight beef rub — salt, spice and garlic, with no sugar on the ingredients list — for a classic peppery Texas bark. The Holy Gospel blends Holy Cow with The Gospel, which adds sugar and paprika for a rounder, slightly sweeter bark. Holy Cow is Hub Heat 3\/11; The Holy Gospel is 2\/11.\"}},\n    {\"@type\": \"Question\", \"name\": \"Can I buy Meat Church Holy Cow in Australia?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes. The Rub Hub stocks Meat Church Holy Cow in the 340g shaker and ships Australia-wide for a flat $10 per order.\"}}\n  ]\n}\n\u003c\/script\u003e","brand":"MEAT CHURCH","offers":[{"title":"12 oz Shaker","offer_id":43909772148778,"sku":"MEAT_CHURCH_HOLY_COW_BBQ_RUB","price":36.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0565\/8568\/2986\/files\/meat-church-holy-cow-beef-bbq-rub-12oz-front_9ad256bf-6aa7-4c35-ade1-28574dcf0155.png?v=1786049690","url":"https:\/\/www.therubhub.com.au\/en-nz\/products\/meat-church-holy-cow-bbq-rub","provider":"THE RUB HUB","version":"1.0","type":"link"}