I had high hopes for this rub. I live in New Mexico and we are known for our chiles. I was disappointed in the results when I used this on chicken, which I barbecued. I had rubbed the chicken and let it sit overnight. It just didn't have the flavor I was anticipating. I make a southwestern grilled chicken with some of the same ingredients in a marinade. That chicken is far superior in flavor to this. It just wasn't for me, but others may like it. It has a mild flavor. I used a mild chili powder for the sake of my guests. Perhaps it would have been better a little spicier.