Grill Your Ass Off, the veteran-owned Texas seasoning and BBQ sauce brand, joined Overjoy in February 2026. In the six months that followed, outreach run through the platform contributed to 225 orders, opened 142 qualified wholesale conversations, and brought 23 new wholesale customers into the business.
At a Glance
- Overjoy-Attributed Wholesale Revenue: $88,743 across 225 orders
- Key Features Generating Sales: 5 active automations & daily running agents
About Grill Your Ass Off
Grill Your Ass Off was founded by Army veteran Jason Murff and makes its seasonings and sauces in Texas. The line is built on award-winning blends made without anti-caking agents, and runs from everyday rubs to items like Donkey Balls that have become brand signatures in their own right. In 2022 the company was named Veteran-Owned Small Business of the Year by the American Freedom Fund and took Best Seasonings and Sauces Business in Texas at the Food and Drink Awards, and it has since been covered by Forbes and Fox Business. A portion of the business goes back to veteran and first responder organizations, which is a meaningful part of why the brand's customers stay attached to it.
The Challenge
The direct-to-consumer side of the business was working. Wholesale was the harder problem, and it was a different kind of problem.
Specialty grocers, butcher shops, hardware stores, and gift retailers are all natural homes for a Texas seasoning line, but that universe is enormous and fragmented, and reaching it is not a single push. It takes sustained, repetitive contact across thousands of small accounts, most of which will not answer the first email. Building a list of those buyers is one job. Working it is another: following up on every reply, getting samples into the right hands, checking in after a delivery, and staying present with an account long enough for it to reorder. That second job competes directly with everything else involved in running a small consumer brand, and it is usually the one that loses.
The Solution
Grill Your Ass Off built the full list of potential buyers on the platform in its first weeks, then worked it through personalized, targeted campaigns. Every reply landed in a pipeline the team could act on, which is what turned outreach into 142 qualified sales opportunities and 23 new accounts just within months.
Underneath the outreach, five automations carry the follow-through that normally falls through the cracks. When a sample is delivered, a follow-up goes out. When an opening order arrives, the buyer receives marketing materials. When an order is delivered, a check-in follows. When an account comes due to reorder, the system surfaces it. Alongside the automations, Overjoy's AI agents run their own research on every account in the pipeline, reading order and activity history to flag reorder timing and upsell opportunities the team would otherwise have to go digging for. A wholesale interest form routes inbound retailers into the same pipeline as outbound prospects, so a buyer who finds the brand on their own gets the same sequence as one the team went looking for. The Shopify store is connected, so order and customer history sit in the same view where the sales work happens.
Results
Six months in, Overjoy-attributed activity accounts for 225 orders and $88,743 in revenue, with 142 positive opportunities opened and 32 still active. Twenty-three new wholesale customers came into the business through the platform.
The compounding piece matters more than the opening total. Wholesale accounts are worth what they reorder, not what they buy the first time, and the reorder and delivery automations are what carry a first order into a second one without anyone having to remember. Every account added this year now sits inside a system that helps the team follow up effectively.
Overjoy gives us the ability to operate like a much larger wholesale team. We're reaching more retailers, staying organized across every conversation, and following up much more consistently than we could before.
What's Next
Grill Your Ass Off is now using the platform more deeply: Shoppable Linesheets so a buyer can place an order straight from outreach, and Data Enrich to have all their wholesale contacts updated. Paired with agents that are already surfacing reorder and upsell opportunities on their own, they are headed toward a pipeline that runs on less manual triage with every buyer it adds.