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Here’s the grand-daddy of all barbecue rubs, but don’t let its simplicity fool you. There’s a heap of flavor in this simple rub—the sweetness of the brown sugar, the heat of the black pepper, the mellow earthiness of the paprika, and the slow burn of the cayenne. Use this basic formula as a springboard for your own creativity. To make a New England rub, for example, substitute maple sugar for the brown sugar. For a Santa FeÐstyle rub, add chili powder (I’d use chipotle chili powder) and cumin. The possibilities are limited only by your imagination.

1/4 cup coarse salt (kosher or sea)
1/4 cup (packed) dark brown sugar
1/4 cup paprika
3 tablespoons freshly ground black pepper
1 tablespoon garlic powder
1 tablespoon dried onion flakes
1/2 to 1 teaspoon cayenne pepper
1/2 teaspoon celery seeds

Combine all the ingredients in a bowl and stir or whisk to mix. Transfer to a jar, cover, and store away from heat and light. The rub will keep for several months.
Makes 1 cup