News Summary
Burlap & Barrel, founded by Ethan Frisch and Ori Zohar, transforms spice sourcing by connecting farmers to consumers. Since its inception in 2016, the company has seen remarkable growth, reaching an estimated $8 million in revenue for 2024. Despite challenges, including the COVID-19 pandemic and rising import costs, the co-founders remain optimistic about the future. Their culinary partnerships and new product lines, including sugar and honey, showcase their commitment to quality and sustainability, all while enriching the cooking experiences of home chefs across America.
Burlap & Barrel: Spicing Up Success from Afghanistan to the World
From Afghanistan’s Mountains to Culinary Heights
Based in the vibrant city of New York, a unique tale of culinary adventure unfolds with *Burlap & Barrel*, a company that’s turning traditional spice sourcing on its head. The journey began back in 2012 when co-founder Ethan Frisch encountered the stunning flavors of *wild-grown cumin* in Afghanistan’s breathtaking Hindu Kush mountains. While working as an infrastructure program coordinator for the Aga Khan Development Network, Frisch discovered a treasure trove of high-quality spices that were just waiting to be brought to American kitchens.
As he immersed himself in rural development, focusing on health and education, the seeds for a new business were being sown—one that would directly connect small-scale farmers around the globe to spice-loving consumers in the U.S.
Building a Spice Empire
In 2016, Frisch teamed up with his friend Ori Zohar, and together they launched *Burlap & Barrel*. They started their culinary endeavor with an investment of approximately *$20,000 each*, pooling their resources to total around *$40,000*. Frisch dipped into his life savings while Zohar pulled from the remnants of a failed mortgage tech startup. Their passion for spices and commitment to fair sourcing set the stage for what would soon become a thriving business.
Remarkably, *Burlap & Barrel* has been profitable since its first year. Gross revenue surged from *$100,000 in their initial year* to an astounding *$8 million projected for 2024*. This exponential growth showcases the demand for quality spices and the incredible flavors that originate from direct partnerships with farmers, which allows the company to avoid certain industry markups. In fact, they pay farmers significantly higher prices—sometimes up to *10 times more* than what they would normally receive for their products.
From a Queens Apartment to a Spicy Warehouse
The humble beginnings of *Burlap & Barrel* included operating out of Frisch’s Queens apartment, which they cleverly transformed into a *spice production facility*. Registered as a “spice warehouse” with the U.S. FDA, they stocked their spices using IKEA shelving, ensuring that every jar packed was filled with love and ordinary home cooking magic.
Frisch and Zohar faced their share of challenges in the early days of their startup. They did not take salaries until 2018, with Frisch initially living off unemployment benefits as they poured their energy into the business. Financial strain was real, forcing them to rely on minimum-wage salaries until they finally reached livable wages in 2019.
Weathering the Storms of COVID-19
As the COVID-19 pandemic swept the world, things looked grim for many businesses, including *Burlap & Barrel*. With major clients shifting towards hospitality, revenue concerns loomed large. However, as people turned to home cooking during lockdowns, *Burlap & Barrel* saw a surprising surge in sales, reaching around *$3 million in 2020*.
Today, the company packs and ships spices from warehouses located in *Las Vegas* and *Hagerstown, Maryland*, providing a steady supply of delightful flavors to their loyal customers.
Culinary Partnerships and Future Plans
The reputation of *Burlap & Barrel* has been bolstered by partnerships with renowned chefs, including *Martha Stewart* and *Marc Murphy*, introducing their products to a wider audience. Their appearance on the popular show *Shark Tank* in April 2023 further amplified their visibility, leading to an astonishing increase in website traffic.
However, the path to success hasn’t been without roadblocks. While *Burlap & Barrel* offers high-quality spices, their premium price point tends to be higher than standard grocery store alternatives. For instance, a *1.8-ounce jar of Royal Cinnamon* costs *$9.99*, while a comparable jar from McCormick goes for *$6.66* on Amazon.
Additionally, upcoming tariffs threaten to increase import costs, prompting the company to brace for potential impacts on revenue growth. For the time being, they plan to absorb those costs but remain cautious about their financial forecasts.
Looking Ahead
Excitingly, the co-founders are not stopping at spices. They have already introduced new product lines, including sugar varieties, and have partnered with the *Jane Goodall Institute* for honey sales. Despite the uncertainties ahead, they are hopeful that the trend towards *increased home cooking* could benefit their business in the long run.
In a world where the culinary landscape is ever-changing, *Burlap & Barrel* is proving that a little spice can lead to a lot of success. Here’s to their journey and the flavorful future they’re cooking up!
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