From storing cumin in a living room to building a global brand, the Burlap & Barrel story redefines the taste of success.
When Ethan Frisch first tasted wild cumin seeds grown in the Hindu Kush mountains of Afghanistan, he had no idea that this fleeting moment would change his life and impact the global culinary industry. Frisch, a former chef who had worked in Michelin-starred kitchens, was focused on rural development programs and couldn’t have imagined that the strong, pure flavor of the local spice would lead to a venture that would redefine the spice market.
Today, after years of adventure, Frisch and his longtime friend Uri Zohar founded Burlap & Barrel, a single-source spice brand that reached nearly $8 million in sales in 2024. This is an incredible journey of passion, determination, and the courage to challenge the norm.
From a Spark in the Mountains of Afghanistan to a Humble Start in Queens
The idea began during Frisch’s travels in Afghanistan in 2012. He was amazed by the quality of the fresh spices in the local markets and realized that American consumers were rarely tasting such pure products.
After returning to New York, he met his colleague and friend, Uri Zohar, who was wrapping up his real estate tech startup. Together, they decided to embark on this journey with just $40,000 in personal capital. They launched Burlap & Barrel in 2016.
The beginnings were far from luxurious. Frisch registered his small Queens apartment as an official “spice warehouse” with the FDA. The living room turned into a makeshift packaging factory, filled with IKEA shelves, wooden tables, and bags of spices filled with strong aromas.
“We wore clothes that smelled of cumin and turmeric all the time, everywhere we went,” Zohar jokes.
At that time, Frisch lived on unemployment benefits and scrambled eggs. Neither of them received a salary until 2018. Their early sales mostly went to New York restaurants, but then the unexpected forced them to change their strategy.
The Coronavirus Pandemic: From the Brink of Collapse to an Opportunity to Grow
When the coronavirus pandemic struck, restaurants across the United States closed, and Burlap & Barrel’s sales dropped sharply. It seemed like their dream would disappear overnight.
However, as millions of people stayed home, the interest in home cooking surged, and consumers began to look for high-quality ingredients. At that crucial moment, Bon Appétit published a positive review of their Vietnamese cinnamon product, and that was the turning point.
“By May, our sales to home consumers had made up for everything we lost from restaurants,” Zohar says.
The company’s revenue grew to $3 million in 2020, and the founders expanded their operations from a cramped Queens apartment to professional warehouses in Las Vegas and Maryland. Most importantly, their approach—shortening the supply chain and working directly with small farmers—has resonated with consumers who seek authenticity and quality.
Challenges Ahead: Pricing, Tariffs, and Steady Growth
Despite their success, the road ahead hasn’t been smooth. Burlap & Barrel products, which average $10 a jar, face tough competition from cheaper, mass-market spices. Additionally, new U.S. tariffs on imports from countries like Vietnam and India threaten to eat into their profits.
“Right now, we’re absorbing the tariffs for our customers,” Frisch says, “but we know we’ll need to adjust our strategy later.”
To diversify its revenue streams, the company has expanded into other products, including single-source Tanzanian honey and natural sugars. They introduce around 50 new products each year, keeping the brand dynamic, even if sales of their core spices slow.
Building an Authentic Brand for the Future
What makes Burlap & Barrel unique is not just the quality of its products, but the human stories behind every package.
Frisch and Zohar don’t just sell spices; they share the stories of farmers from Guatemala, Zanzibar, Turkey, and more, offering a vibrant alternative in a market flooded with products of unknown origin.
“The spices you find in supermarkets are usually bland,” Zohar says confidently. “We’re here to offer something truly different.”
Despite concerns about tariffs and market saturation, the founders remain hopeful. “We expect significant growth in the coming years,” Zohar says with a smile, “thanks to customers who appreciate the difference between a cheap product and a genuine experience.”
From a jar of cumin in a tiny apartment to a global empire, Burlap & Barrel shows that a bold idea, driven by hard work and passion, can transform an industry.
