Whether I use this on ribs or pork shoulder, my barbecue turns out professional quality -- or better. Recently, I served St. Louis-cut ribs seasoned 24 hours ahead with Barbecue Magic. Not only were they a hit, several guests said they were better than the ribs at a famous upscale casual barbecue chain (and I agree). Chef Paul is the guru of herbs & spices, and like all his seasonings, this product is world class. The flavor is perfectly balanced with a light, natural smokiness, and is absolutely NOT hot. Perfect for beef, poultry, pork, as well as other meats and countless dishes.