Country music icon and philanthropist Tracy Lawrence announces the return of his annual Mission:Possible turkey fry and benefit concert, celebrating its 20th year on November 25. The milestone anniversary event will be bigger than ever before, aiming to feed over 32,000 people in need in Middle Tennessee through the Nashville Rescue Mission, eight surrounding county school systems and boots on the ground community organizations who provide for those in need.

“I cannot believe we are celebrating the 20th anniversary of the turkey fry,” said Lawrence. “This event started with a few of my buddies in a church parking lot and only cooking 200 birds. Now our footprint has grown, and we’re cooking 2,000 turkeys and feeding so many throughout Middle Tennessee. Big things!”

To coincide with the event’s announcement, Lawrence has launched a brand new seasoning to join his growing line of cooking products. Named “Tracy Lawrence’s All-Natural Seasoning,” the product touts being completely free from MSG, gluten, sugar and genetically modified organisms (non-GMO). The seasoning comes in four flavors – creole, garlic and onion salt, seasoning salt and cracked pepper garlic – and is sold in select Scheel’s stores as well as Amazon and Lawrence’s website. Last fall, Lawrence launched an all-natural marinade, inspired by his daughter’s food allergies, and demonstrated the product on FOX & Friends. Select profits from the marinade and seasoning benefit Lawrence’s Mission:Possible charity.

“Watching the successful launch of the marinade was inspiring,” said Lawrence. “I knew I wanted to continue to add to the product line with variations of seasoning flavors. These seasonings share the cleanliness of the marinade ingredients — gluten free, no MSG, no sugar and no artificial flavoring. That is really important to me when creating these products. I can’t wait for everyone to try them.”