Burlap & Barrel Showcase Single Origin Spices on “Shark Tank”

Ground Black Lime, Royal Cinnamon and Wild Mountain Cumin are among dozens of single origin spices sold by Burlap & Barrel, a public benefit corporation building equitable, transparent and traceable supply chains around the world. The company’s co-founders and co-CEOs discussed Burlap & Barrel’s mission and growth during last Friday’s appearance on the television show “Shark Tank.”

Founded in 2016 by Ori Zohar and Ethan Frisch, Burlap & Barrel partners directly with smallholder farmers to source spices that have never been available in the US before, while helping improve the livelihoods of their partners in the field. Burlap & Barrel’s spices are harvested by hand, dried naturally and grown organically whenever possible.

In addition to offering unique, flavorful spices, the company is also on a mission to end inequality and exploitation in food systems that disenfranchise skilled farmers as well as educate consumers about the impact of product traceability on human rights. In doing so, Burlap & Barrel provides greater financial security to growers globally while introducing Americans to many first-to-market flavorings.

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Zohar and Frisch had previously worked together to launch Guerrilla Ice Cream in 2010, a nonprofit startup that sold ice cream flavors inspired by political movements and donated all proceeds to street vendor advocacy. For example, Libertação, a flavor that combined dark chocolate and port wine, was inspired by the West African country Guinea-Bissau’s fight for independence from Portugal.

Much like Guerrilla Ice Cream, Burlap & Barrel’s spices have garnered significant media attention. The company sources its spices directly from farmers in countries including Afghanistan, Spain, Tanzania and Vietnam. Its distinctive offerings include Smoked Black Cardamom, Euphrates Mint Leaves and Wild Icelandic Kelp.

Now, with Burlap & Barrel in its seventh year and with a network of farmers in more than 20 countries, Zohar and Frisch finally felt ready to win the attention of “Shark Tank” investors Mark Cuban, Barbara Corcoran, Kevin O’Leary, Lori Greiner and guest shark Gwyneth Paltrow. To prepare for a surge in orders after their television appearance, the founders created a themed collection, featuring four spices sampled by the panel of celebrity investors.

Although the pair did not close a deal on “Shark Tank,” and the company remains completely self-funded, Zohar and Frisch plan to expand the brand’s product offerings to include additional baking and cooking staples, including single origin sugar, dried mushrooms and whole chillies. Additionally, the company’s products will reach more grocery store shelves in the years ahead. 

Currently, online sales account for most of Burlap & Barrel’s business, which benefited from the bump in home cooking during the COVID-19 pandemic. The brand’s limited wholesale presence includes specialty and independent retailers. This is what differentiates Burlap & Barrel from companies that mass-produce spices and seasonings like McCormick and Olam International, whose products are available at nearly all retailers.

According to ReportLinker, the global spices and seasonings market grew from $23.45 billion in 2022 to $25.14 billion in 2023 at a compound annual growth rate (CAGR) of 7.2 percent, and is expected to reach $33.55 billion in 2027 at a CAGR of 7.5 percent. Despite being a part of this multi-billion dollar industry, Burlap & Barrel’s specialized spices will likely help distinguish it from key players in the space.