TAMPA, FL — What began as two friends bonding over backyard barbecue has transformed into one of Florida’s most flavorful culinary startups. “Those Florida Guys,” a grill-first, flavor-forward brand born in the heart of the Sunshine State, has carved out a loyal following of pitmasters, foodies, and weekend grillers alike. Their meteoric rise from local cookouts to national recognition is not just a business story—it’s a story about community, craft, and a deep love for what food can do.
Where Fire Meets Friendship
Long before there were labels, logos, and online orders, there was the sound of meat sizzling over coals and laughter drifting through the neighborhood. For founders Toney Sauls and his longtime friend, grilling was more than a pastime—it was therapy, ritual, and eventually, a calling.
“We weren’t chasing a brand,” Sauls shared. “We were chasing flavor. And once we couldn’t find what we wanted on the shelves, we just started making it ourselves.”
That DIY approach sparked the first batches of what would become the brand’s flagship seasoning blends—handcrafted rubs built for real backyard cooks, with no fillers, no shortcuts, and a whole lot of heart.
Small-Batch Flavor, Big Impact
The first official blend, “Fin & Fowl,” packed a punch with bold notes of lime, chipotle, and vinegar—a bright and smoky mix that quickly turned heads (and grilled chicken) across the region. It was followed by “Peach Therapy,” a sweet-and-spicy rub tailor-made for pork belly and ribs, and “Chunky Steak & Shake,” a coarse salt, garlic, and herb blend designed to form a perfect bark on brisket.
The response was immediate. Customers didn’t just buy the rubs—they told friends, came back for seconds, and began to build a community around the flavor philosophy at the heart of the brand.
Building a Brand, Florida-Style
The name came easily. “We were just two Florida guys doing what we loved,” said Sauls. “We wanted to build something authentic, something that felt like the kind of Saturday where the smoker’s rolling and the playlist’s loud.”
That authenticity has remained the brand’s backbone. From farmer’s markets to food trucks, the company shared its story with transparency—documenting the mess, the meat, and the magic behind the scenes. It’s a voice that resonated with customers looking for more than mass-market spice blends.
Today, “Those Florida Guys” has grown beyond its garage roots. With ten signature rubs and a growing library of blog-driven recipes, the company now ships nationwide and appears on the shelves of BBQ joints and specialty retailers across the country.
Lessons from the Pit
Starting a business is never simple—and neither is perfecting a brisket. But the founders say the grill has taught them as much about business as it has about flavor.
“Great things take time. Simplicity wins. And community is everything,” Sauls said.
That ethos now drives every aspect of the company’s operations—from how new blends are created to how fans are engaged. The team continues to value direct feedback, social connection, and staying grounded in the laid-back spirit that launched them.
What’s Next for the Flavor-First Brand?
The future looks bright—and smoky—for “Those Florida Guys.” The team plans to expand its flavor lineup, collaborate with pitmasters around the country, and deepen its blog offerings with new recipes, techniques, and stories from the fire.
Yet, even as the business grows, the mission remains unchanged: make great food with people you love.
Whether you’re a seasoned pitmaster or firing up your first chimney starter, the message is clear—you’re welcome here.
Explore the full flavor lineup and dozens of easy-to-follow recipes on their website at ThoseFloridaGuys.com. New subscribers can receive 15% off their first order by signing up for the newsletter.
