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All purpose meat rub
1 cup turbinado sugar (sugar in the raw)
1/2 cup kosher salt
1 tbs black pepper, unless adding the options below, then reduce to 1 tsp.
2 tbs chili powder
1 tbs smoked paprika
1 tsp garlic powder
1 tsp onion powder
1/4 tsp cayenne pepper
First, note that you actually do want turbinado sugar instead of brown sugar because brown sugar will burn and turbinado is going to be fine.
Mix all the ingredients together.
Rub meat with an oil to help the rub stick. Sprinkle over poultry and beef without packing on thick. Pack on thick if doing pork.
I honestly never do the optional ingredients anymore. I only ever use the sugar, salt, and pepper and it all helps bring out the flavors of the smoke and meat without actually overwhelming them or distracting from them.