The deep richness of coffee combined with the brown sugar provides an ideal caramelized crust on your steak. This crust helps hold in the natural flavors and juices so that the steak doesn't dry out prematurely.
Hand blended from ancho chile powder, brown sugar, paprika, ground sumatra (fresh dark roasted coffee), sea salt, black pepper, yellow mustard, coriander, ginger, de arbol chile powder and Mexican oregano.
As a rule of thumb you should use about 1 or 2 tablespoons of dry rub per pound of chicken or pork. For fish 1/2 that amount might be enough.