As a cowboy, cattle rancher and cooking enthusiast—not to mention the world's best-known rodeo announcer—Bob Tallman knows his way around a slab of beef.

As a businessman, the Nevada-native-turned-Texan knows an opportunity when it comes moseying up the trail.

Last December at the Wrangler National Finals Rodeo in Las Vegas, Tallman unveiled Bob Tallman's Ranch Fixin's—a set of four Texas-style seasonings targeted at meat lovers and barbecue enthusiasts. In the months since, the product has started to develop quite a following.

"Orders have been increasing every single month," said Paige Mudd, Tallman's business partner in the endeavor. "It's been taking off just from word of mouth and the Internet. Bob's job takes him all over the country. He gives samples out everywhere he goes and it's really starting to take hold. It's been fun to see it."

Bob Tallman has been adding a little spice to his already illustrious career.

Tallman, who has been selected to announce at the NFR for the 17th time in his career, and Mudd had been talking for several years about getting involved in the food business in some capacity. They had thought about a line of ranch-style beans or perhaps a barbecue sauce, but they just weren't sure what to do.

Then opportunity showed up on an airplane in northern Nevada.

"Actually, it kind of started at last year's Reno Rodeo," said Tallman, who has been announcing the event since 1976. "A business partner of mine [Mudd] was here for the rodeo. Well, she got on a plane to go back to Texas and there was this guy sitting in the seat next to her so they struck up a conversation."

The man told Mudd that he was in the food business. She told him she produced a charity golf tournament for Tallman. "The guy said, 'You mean Bob Tallman the rodeo guy? We need to talk,'" Tallman said.

The man assured Mudd that associating Tallman's name with a Western-style food product could be a success.

Tallman and Mudd still weren't exactly sure what type of product it would be until Mudd was standing in a barbecue store one day and noticed the company had its own brand of seasonings. "That was when the light came on," she said.

Tallman, who will celebrate his 56th birthday on Oct. 25, also liked the idea.

"I like to cook and I do all kinds of stuff as far as the spices go," he said.

So like a mad scientist in Justin boots and Wrangler jeans, Tallman lent his name and his knowledge from years of cowboy cooking to a line of seasoning products. Mudd sent samples to his ranch in Weatherford, Texas, and Tallman also traveled to Houston to sample the spices. Finally they hit on the right combinations for the four seasonings—Steak Dust, All-Around, Ranch Rub and Panhandle Pepper.

Then came the hard part—getting government approval to make it and sell it.

"I thought 'Oh my God, if we ever live through the paperwork, this is going to have to be good,'" Tallman said. "Once you get by that, the USDA and FDA and all that, it's pretty simple."

Tallman debuted the seasonings at the 2002 NFR and then started taking samples with him across the country as he traveled to announce rodeos. They're now available in about 400 stores and can also be purchased on the Internet at http://www.bobtallman.com/.

A package containing all four seasonings can be purchased for $20. A portion of all proceeds will be donated to the Justin Cowboy Crisis Fund, a program that provides financial aid to injured cowboys and their families. "It's important that we give something back," Tallman said.

Those who have tried the seasonings give them high praise.

"Oh man, I tell you he really hit it on those," said Tom Cates, 2003 President of the Reno Rodeo Association, who picked up a sample from Tallman earlier this year in Texas. "They're awesome. We've been using the heck out of that Panhandle Pepper and Ranch Rub."

If the seasonings prove to be a success, Tallman and Mudd have talked about expanding into other food-related ventures. They are working with Reno-based Netstar Productions on a cooking show, which Tallman would host along with celebrity guests.

"Where will this thing go? I ain't got a clue," Tallman said. "But it's a lot of fun, I'll tell you that."

Guy Clifton covers rodeo for the Reno Gazette-Journal. He can be reached at 775.788.6337 or gclifton@rgj.com.