Alberta Steak Spice is hand-crafted in the foodie haven of Canmore, Alberta, but it was inspired by our many years of travelling the globe. (We are Larry and Rosanne Gale, the BBQ enthusiasts behind Alberta Steak Spice.)
While on the road, we often had conversations with people about Alberta Beef, which is known worldwide for its quality, flavour, and tenderness. We also tended to bring home spices and seasonings as gifts and souvenirs. We wondered why someone hadn’t invented an Alberta-branded BBQ sauce or spice, and decided to make it our mission to do just that.

Another part of the mission was more personal. Times were tough in the oil patch and many friends were out of work. We knew that with a premium product to promote, and the classic Alberta values of integrity, loyalty and a “get ’er done” attitude, we could put Albertans back to work. All through the summer of 2016, we took our steak spice to Alberta and BC’s backyards, grills and campgrounds, tweaking and improving the recipe as we went along.
Our goal was a spice that would be amazing not only on steak, but also on other meats, potatoes, popcorn, eggs, salads, stews, soups, vegetables—you name it.
We circulated Alberta Steak Spice samples among close friends and neighbours, who quickly noticed the obvious acronym. They took great pleasure in rating “Larry’s ASS 1.0” vs “Larry’s ASS 2.0” and so on.

On our annual campground holiday, we had a community of hungry taste testers who were eager to sample our tasting plates. We even sponsored a campground-wide BBQ to get people’s input.
We reckon about 300 BBQ enthusiasts have their fingerprints on the final product (not literally – that would be unsanitary!).

No wonder ASS turned out to be so delicious. Yes, we laugh along as we are writing this out, and you should too. These ASS jokes come free.