Co-founders of Burlap & Barrel, Ethan Frisch and Ori Zohar, discuss their approach to sourcing spices, including Guatemalan cardamom and Turkish black Urfa chili. They also delve into the risks of purchasing cheap spices and the benefits of investing in high-quality options. The episode covers topics such as the spice industry's resurgence, their initial friendship and Gorilla Ice Cream business, collaborations, spice shortages during the pandemic, cultural connection, the importance of supporting smallholder farmers, and the intriguing nature of spices.
Burlap and Barrel emphasizes the importance of single origin spices, ensuring a clean supply chain and supporting farmers directly.
By building long-term relationships with farmers and investing in sustainable practices, Burlap and Barrel brings unique and exceptional spices to the market while improving farmers' livelihoods.
Burlap and Barrel focuses on making the spice-buying process more engaging and accessible for home cooks through an e-commerce platform, educational resources, and collaborations with chefs.
Deep dives
The Importance of Sourcing Spices from Origin
In this podcast episode, Ethan Frisch and Ori Zohar, co-founders of Burlap and Barrel, discuss their company's approach to sourcing spices. They emphasize the need for a shift to single origin spices, where the consumer knows exactly where the spices come from and how they are grown. By focusing on single origin spices, Burlap and Barrel ensures a clean supply chain and supports farmers directly. They highlight the high quality and freshness of their spices, which sets them apart from the standard options found in grocery stores.
The Impact of Burlap and Barrel's Sourcing Model
Ethan and Ori explain that their sourcing model has a positive impact on the origin communities. By building long-term relationships with farmers, paying fair prices, and investing in sustainable practices, Burlap and Barrel helps farmers improve their livelihoods and expand their businesses. This approach also allows Burlap and Barrel to bring unique and exceptional spices to the market. They highlight examples such as working with a farmer in Indonesia who ferments white peppercorns and collaborating with a family in Egypt to source green fenugreek.
The Popularity of Spices and Cooking at Home
The podcast explores the rising interest in spices and cooking at home, particularly during the pandemic. With people spending more time in their kitchens, there has been a surge in curiosity and experimentation with spices. Burlap and Barrel has witnessed increased demand for spices like ground bay leaves, cinnamon, and unique spices such as black arfah chili. The speakers also mention that their garlic powder and onion powder from Vietnam have been well-received by home cooks.
Challenges and Innovations in the Spice Industry
The discussion addresses challenges in the spice industry, such as the high costs associated with traditional distribution and the difficulty of getting shelf space in national grocery stores. To overcome these challenges, Burlap and Barrel focuses on building a strong e-commerce platform and engaging directly with customers. They offer a wide range of spices, provide educational resources on cooking with spices, and offer subscription boxes and collaborations with chefs to enhance the customer experience. By doing so, they aim to make the spice-buying process more engaging and accessible for home cooks.
Fostering Unity: Palestinians and Israelis Working Together
The podcast episode explores the shared experiences and commonalities between Palestinians and Israelis, emphasizing the importance of unity despite the external factors and leaders that divide them. The speaker, Ethan, talks about his personal connections to Palestine, his work with Palestinians, and his belief in building connections through business partnerships. The Palestinian Zatar herb, native to the region, is highlighted as a symbol of their commitment to Palestinian culture and inclusivity. The discussion also touches upon the impact of media coverage in shaping perceptions and the need for Israelis to engage with and understand Palestinians beyond predefined narratives.
The Beauty of Resilience: Overcoming Adversity
In addition to discussing the situation in Janine and small cities in the West Bank, the podcast highlights the resilience of individuals and communities facing challenging circumstances. The speaker shares stories of how people rebuild after disasters, such as the earthquake in Turkey, and adapt to obstacles imposed by systems and governments. The podcast emphasizes the importance of supporting smallholder farmers and businesses to create prosperity and foster connections. By putting their resources behind such initiatives, the speaker and their company seek to make a positive impact and celebrate the spice of life through diverse experiences, cultures, and flavors.
Today on the show we welcome Ethan Frisch and Ori Zohar, the cofounders of Burlap & Barrel, a very well-regarded spice company that might just play a starring role in your kitchen. We wanted to have these guys in to talk about the early days of their company and how both left successful careers in restaurant cooking and advertising to launch it. We also find out about their meticulous approach to sourcing Guatemalan cardamom and Turkish black Urfa chili, as well as digging into more spices they think we should be cooking with. We hope you enjoy this conversation.
Also on the show, Brad Metzger discusses some of the big themes that arose during the latest LA Chef Conference.
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