Midyett Premium is the little company I started to make my meat rub. That’s “rub” as a noun there.
You can buy the rub here.
Here is an article about the rub at Bon Appetit.
I have to say it’s a great beef rub, the best I’ve ever used. Some people use it on other stuff and say it’s great on that stuff, too. Me, I only use it on beef, but perhaps I have a limited imagination.