Sterling “Big Poppa” Ball always wants to push the level of barbecue flavors and tastes for people.

The hall-of-fame pitmaster, who runs Big Poppa Smokers in California, recently chatted with MEAT+POULTRY to discuss what he’s seen on the barbecue landscape over the last few years and how his company teaches and promotes the art of low and slow cooking.

The conversation starts with Ball explaining how his first business, Ernie Ball, a well-known guitar and strings company, helped inform what he tries to do with barbecue daily.

Ball then describes what he enjoys about the process of grilling.

Later on, he discusses his partnerships with foodservice companies and working with Tyson Foods’ Chairman’s Reserve Meats brand when coming up with new recipes and items.

Ball also conveys what he looks for when shopping for meat at the grocery store or at the butcher counter.