News Summary
Burlap & Barrel, co-founded by Ethan Frisch and Ori Zohar, is revolutionizing the spice industry by sourcing high-quality Afghan spices directly from farmers. Starting in a small apartment, the company has achieved remarkable growth, increasing revenues from under $100,000 to $8 million by focusing on quality and ethical practices. The pandemic provided an unexpected boost as home cooking surged, and despite challenges from competition and potential tariffs, the founders remain optimistic about the future of their culinary venture.
Afghanistan’s Flavors Find a Home: Burlap & Barrel’s Unbelievable Journey
In the bustling streets of New York City, a remarkable culinary tale is unfolding. This story begins in the rugged, beautiful terrain of Afghanistan’s Hindu Kush mountains, where a simple spice changed everything for entrepreneur Ethan Frisch. Back in 2012, while working with the Aga Khan Development Network, Frisch stumbled upon wild-grown cumin that ignited his passion for high-quality spices and set the stage for a thriving business venture.
A Spice Venture Takes Flight
Fast forward to 2016, when Frisch and his friend Ori Zohar joined forces to launch Burlap & Barrel. With a shared vision to bring these exceptional Afghan spices to the United States, they plunged into the culinary market. Each co-founder invested around $20,000, with Frisch using his life savings and Zohar tapping into funds from a prior tech startup. The seeds of a flavorful revolution had been sown!
What’s impressive is that Burlap & Barrel has operated profitably since its very first year, catapulting from less than $100,000 in revenue to a staggering $8 million in 2024! This growth isn’t merely a stroke of luck; it’s the result of a dedicated mission to source spices directly from small-scale farmers in various countries, including Afghanistan. This direct sourcing model ensures that farmers earn a fair income while delivering top-notch spices to customers.
Turning a Small Apartment into a Spice Haven
The co-founders initially operated out of Frisch’s modest Queens apartment, transforming it into a bustling spice production hub. They cleverly avoided office rental costs, focusing on maximizing their limited budget. It wasn’t all smooth sailing, though. Until 2018, Frisch and Zohar didn’t take any salaries, with Frisch living off unemployment benefits and practicing frugality. Their determination and hard work really began to pay off!
COVID-19: A Surprising Boost
The pandemic brought unforeseen challenges for many businesses, but for Burlap & Barrel, it turned out to be a golden opportunity. As restaurant sales plummeted, home cooks turned to online shopping, leading the company to an astounding increase in sales. They reportedly made around $3 million in 2020 alone, as people sought high-quality spices for their culinary adventures at home.
Gaining Popularity and Expanding Offerings
Burlap & Barrel isn’t just about spices; they are making waves by partnering with renowned chefs and gaining visibility through popular platforms like “Shark Tank”. With an innovative approach, the company launches around 50 new products each year, including exciting collaborations on single-origin sugars and honey, expanding their product range beyond traditional spices.
Challenges on the Horizon
Despite their tremendous success, the journey is not without hurdles. The competition with generic grocery store spices puts pressure on customer growth. Moreover, proposed U.S. tariffs on imports from countries like Vietnam and India could impede their supply lines, making it essential for the company to adapt to these changes.
A Bright Future Despite Uncertainties
Nevertheless, Frisch and Zohar maintain an optimistic outlook. They expect to match their previous year’s sales amidst economic fluctuations. Their intuition tells them that if more people choose to dine at home due to economic factors, the demand for quality spices will continue to rise, naturally benefiting their business.
In a city that’s a melting pot of cultures, Burlap & Barrel is serving up flavors that not only delight but also create a positive impact on farming communities around the world. Building a successful business while supporting sustainable and ethical practices, they are truly redefining the spice game!
As the culinary landscape in the U.S. continues to evolve, it will be exciting to watch Burlap & Barrel spice things up even more!
Deeper Dive: News & Info About This Topic
- East Bay Times: New Concord Bay Area Restaurant Mazza
- Wikipedia: Afghanistan Cuisine
- KCRW: Afghan Cuisine in LA
- Google Search: Afghan cuisine
- Civil Eats: St. Louis Spice Drive
- Google Scholar: Afghan spices
- New York Times: Food in Afghanistan Under the Taliban
- Encyclopedia Britannica: Afghanistan
