Burlap & Barrel

What Burlap & Barrel does

Burlap & Barrel is a New York-based, privately held single-origin spice company founded in 2016 by Ethan Frisch and Ori Zohar. The company sources spices directly from smallholder farmers in countries including Vietnam, Turkey, India, Tanzania, Guatemala, and Afghanistan, paying 2–10x the prevailing commodity price and bypassing industry brokers and middlemen. Its core catalog spans over 100 individual single-origin spices (e.g., Royal Cinnamon, Wild Mountain Cumin, Purple Stripe Garlic), curated collections (Fundamentals, Chef's, Complete), and a growing range of chef-collaboration products with partners such as Martha Stewart, Floyd Cardoz, Rick Bayless, Jane Goodall, and Molly Yeh. All products carry Kosher, Non-GMO, Non-Irradiated, and vegan certifications, and many are positioned as gifts or pantry staples.

The business operates a direct-to-consumer e-commerce model via a Shopify storefront (burlapandbarrel.com), shipping within the US and Canada. Revenue is generated through three primary streams: (1) one-time e-commerce sales of individual spices ($9.99 small jars to $39.99 foodservice containers, with specialty items such as Nyanza Vanilla Beans at $79.99), (2) the Spice Club quarterly subscription at $49.99/quarter (or $199.99 prepaid annual), and (3) wholesale and corporate/bulk gifting programs. Marketing is anchored on earned media (New York Times, Food & Wine, Epicurious, Saveur), a national Shark Tank appearance in April 2025, the Martha Stewart collaboration, and a roster of chef endorsements.

The company is small (11–50 employees) and bootstrapped apart from a $120,000 Techstars seed round in 2018, reaching nearly $8M in 2024 revenue. In 2025–2026 it has leaned into a public-policy posture, co-litigating and winning a lawsuit against the Trump administration's 10% Section 122 tariffs, a move that doubles as brand marketing. The 2025 growth plan was revised downward to roughly match 2024 levels due to tariff exposure on imports from Vietnam and India, with the company stating it would remain profitable.

Name

Burlap & Barrel

Legal name

Burlap & Barrel, Inc.

Website

https://burlapandbarrel.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Burlap & Barrel is a New York-based, DTC single-origin spice company founded in 2016 that sources directly from smallholder farmers worldwide and sells premium spices, blends, and subscriptions to home cooks, professional chefs, and corporate gifting customers in the US and Canada.

Ownership category

akta.pro rank

Product category

Single-Origin Spices

NAICS

Other Specialty Food Retailers (44529)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Specialty & Single-Origin Spices (Geographic/Varietal, Premium Grades) (AFAJANAK)

akta.pro secondary industries

Ground & Powdered Spices (AFAJANAB), Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes) (AFAJANAD), Spices, Herbs & Seasonings Trading/Wholesale (AFAIAKAE), Natural Gums & Hydrocolloids (Gum Arabic, Tragacanth) Collection (AFAMAFAB)

Keywords

• Single-origin spices
• Direct-trade sourcing
• Spice subscription service
• Corporate spice gifting
• Specialty spice retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct E-commerce Spice Sales: The primary revenue stream is direct-to-consumer online sales of single origin spices through their e-commerce website. Products include individual spices, blends, and spice sets sold at various price points ($9.99 for small jars up to $79.99 for larger containers).
2. Spice Club Subscription: Quarterly seasonal spice subscription delivering 4 jars of single origin spices, a bonus treat, origin stories/recipes, and a free jar code. Generates recurring subscription revenue at $49.99 per quarter or $199.99 for a prepaid one-year gift subscription.
3. Wholesale & Corporate Gifting: Bulk orders and wholesale distribution to retailers, plus corporate gifting programs for businesses looking to purchase spices in volume for gifts or events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Burlap & Barrel sources and sells single-origin spices directly from smallholder farmers across more than a dozen countries, bypassing industry brokers and middlemen. Its assortment includes individual spices, curated collections, chef collaboration blends, wild woodland honeys, and gift sets, distributed through its own Shopify-powered DTC website, a quarterly Spice Club subscription, and corporate/wholesale gifting programs.

Product overview

Burlap & Barrel is a single-origin spice company that sources directly from smallholder farmers worldwide, bypassing industry brokers and middlemen. The product portfolio centers on premium single-origin spices (Royal Cinnamon, Wild Mountain Cumin, Purple Stripe Garlic, and over 100+ individual spices) supplemented by curated spice sets (Fundamentals Collection, Chef's Collection, Complete Collection), subscription service (Spice Club at $49.99/quarter), and chef collaborations (Martha Stewart, Floyd Cardoz, Rick Bayless, Marc Murphy, Molly Yeh, Dr. Jane Goodall). The company also offers Wild Woodland Honeys, gift sets, corporate gifting, and the Shark Tank Collection. All products emphasize equitable sourcing with farmers receiving 2-10x commodity prices, with certifications including Kosher, Non-GMO, and Non-Irradiated.

Differentiator

Problem solved

Functional benefit

Products and services

• Royal Cinnamon Premium single-origin Vietnamese cinnamon (Cinnamomum loureiroi) sourced from the Quang Nam Mountains, prized for intense sweetness and spiciness. Sold in small glass jars and larger foodservice containers to home cooks and professional chefs.
• Wild Mountain Cumin Hand-picked whole wild cumin (Bunium persicum) from the Hindu Kush mountains of Afghanistan, with savory penetrating aroma and umami flavor. Sold to home cooks and chefs as a single-origin spice.
• Purple Stripe Garlic Powder Single-origin garlic powder from Cao Bằng, Vietnam, made from heirloom Purple Stripe Garlic with rich, buttery flavor. Sold as a Kosher-certified single-origin spice.
• Spice Club Subscription Quarterly seasonal spice subscription delivering 4 jars of single-origin spices, a bonus pantry treat, origin stories, recipes, and a free jar code. Priced at $49.99 per quarter or $199.99 prepaid annual gift.
• Fundamentals Collection Curated set of 6, 9, 12, or 24 essential single-origin spices sourced directly from smallholder farmers worldwide, designed as an introduction to single-origin flavor.
• Chef's Collection Premium curated spice set of 6, 9, 12, or 24 bestselling and most intriguing single-origin spices selected for curious cooks seeking to spark culinary inspiration.
• Martha Stewart Spice Blends Trio of premium spice blends co-developed with Martha Stewart for seafood, poultry, and meat dishes, sourced from smallholder farmers worldwide.
• Cardoz Legacy Masalas Indian spice blends developed with Chef Floyd Cardoz and Barkha Cardoz, including Chaat, Goan Masala, Kashmiri Masala, and Vindaloo variants; $1 donated per jar sold.
• Wild Woodland Honeys Single-origin woodland honeys (Amber, Dark, Smoked) created in partnership with Dr. Jane Goodall and the Jane Goodall Institute, with 5% of every sale supporting conservation and community work in Tanzania.
• Spice Sets & Gifts Various curated gift sets including Baking Collection, Grilling Collection, Holiday sets, and Build Your Own Gift Set options, priced from $25 to $379.62.
• Corporate Gifting Bulk and corporate gifting program for businesses seeking large-quantity spice purchases for client gifts, employee gifts, or events, with custom pricing and digital gift card options.
• Shark Tank Collection Spice collection featured on ABC's Shark Tank, showcasing the spices that impressed the Sharks including Mark Cuban; priced at $49.99.

Quantifiable outcome

• 13,000+ five-star reviews across products, with individual bestsellers showing 1,100+ reviews for Royal Cinnamon alone
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Martha StewartcoreStrategic or Co-development Partner · 29 April 2025Burlap & Barrel launched a trio of spice blends in collaboration with Martha Stewart, available for purchase online, with ingredients sourced from smallholder farmers worldwide. The blends are designed for specific culinary uses such as seafood, poultry, and meat dishes. Martha Stewart is one of the company's most high-profile chef collaborators, lending significant brand credibility and consumer reach.
• Dr. Jane Goodall / Jane Goodall InstitutecoreStrategic or Co-development PartnerWild Woodland Honey project created with Dr. Jane Goodall and the Jane Goodall Institute. 5% of every sale of Woodland Honey products supports JGI's conservation and community work in Tanzania. The company is committed to carrying forward Dr. Goodall's legacy. Features amber, dark, and smoked honey varieties from Tanzania.
• Floyd Cardoz and Barkha CardozcoreStrategic or Co-development PartnerCardoz Legacy Masalas - Indian blends developed with Chef Floyd Cardoz (posthumously, in partnership with his wife Barkha Cardoz). $1 donated for every jar sold. Includes Chaat, Goan Masala, Kashmiri Masala, and Vindaloo masalas. Also includes 'With Love & Masalas' cookbook featuring 30+ Indian home-cooking recipes.
• Chef Rick BaylesscoreStrategic or Co-development PartnerSpice blends developed with Chef Rick Bayless, known for his expertise in Mexican cuisine. Featured in the Chef Collaborations collection on the Burlap & Barrel website.
• Chef Marc MurphyminorStrategic or Co-development PartnerSpice blends developed with Chef Marc Murphy, including Cacio e Pepe Seasoning, Best Friend seasoning, and Bolognese seasoning. Featured in the Chef Collaborations collection.
• Sohla & Ham El-WayllyminorStrategic or Co-development PartnerSpice blends developed with food personalities Sohla and Ham El-Waylly. Featured in the Chef Collaborations collection.
• Molly YehminorStrategic or Co-development PartnerSpiced Sprinkles collaboration with chef-author Molly Yeh. Products include Cinnamon Cardamom & Ginger Spiced Sprinkles and Rose Petal Spiced Sprinkles. Featured in the Pantry collection.
• Illyanna MaisonetminorStrategic or Co-development PartnerSpice blends developed with Puerto Rican cookbook author Illyanna Maisonet. Products include Cali Guisada, Adobo, and Sazón blends. Featured in Chef Collaborations collection.
• Omar (Honeysuckle Provisions)minorStrategic or Co-development PartnerHoneysuckle Blends - trio of Afrocentric spice blends made with Honeysuckle Provisions founder Omar Cybille. Products include Creole Seasoning, Sweet Potato Pie Spice, and Hibiscus Ginger Sugar.
• MiluminorStrategic or Co-development PartnerChili Crisp product - savory, slightly spicy chili crisp made in collaboration with Milu. Featured in the Pantry collection at $13.99 per jar.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Diaspora Co. Diaspora Co. is a direct-to-consumer single-origin spice brand that sources directly from smallholder farmers in India and beyond, paying premiums over commodity prices. It is the closest comp to Burlap & Barrel in mission, sourcing model, and DTC execution.
• Penzeys Spices: Penzeys is one of the largest DTC spice retailers in the US, with a strong catalog, customer community, and mail-order heritage. It competes with Burlap & Barrel in the premium and home-cook segment, though without the single-origin / direct-trade narrative.
• The Spice House: The Spice House operates a DTC plus retail-store premium spice business with curated blends and small-batch sourcing. It targets the same premium home cook and chef audiences as Burlap & Barrel and competes most directly on gift sets and curated collections.
• La Boîte à Epice: La Boîte is a chef-developed spice blend brand (Lior Lev Sercarz) selling premium blends via DTC and specialty retail. It mirrors Burlap & Barrel's chef-collaboration playbook and competes in the premium blend / gift set category.
• Mountain Rose Herbs: Mountain Rose Herbs is a long-standing DTC retailer of organic herbs, spices, and botanicals with a strong ethical-sourcing reputation. It overlaps with Burlap & Barrel's home-cook and culinary professional audience and competes in bulk and packaged spices.
• Oaktown Spice Shop: Oaktown Spice Shop is a Berkeley-based specialty spice retailer selling small-batch, ethically sourced spices via retail and online. It competes with Burlap & Barrel in the premium home cook and chef segment, particularly on the West Coast.

Emerging players

• Rumi Spice: Rumi Spice is a direct-trade spice company founded by veterans, sourcing saffron and other spices from Afghanistan with farmer equity participation. It is closely aligned with Burlap & Barrel's mission and shares key origins like Afghanistan.

Broad incumbents

• McCormick & Company: McCormick is the largest global spice and seasoning company, spanning retail, foodservice, and flavor solutions. It anchors the commodity end of the category against which Burlap & Barrel positions its premium single-origin story.
• Frontier Co-op: Frontier Co-op is a large wholesale and bulk supplier of organic spices, herbs, and botanicals. It serves as a broad incumbent for the organic / ethical sourcing niche Burlap & Barrel occupies at a premium consumer price point.
• Badia Spices: Badia is a large Hispanic-focused spice and seasoning brand with broad grocery distribution. It competes indirectly with Burlap & Barrel in the ethnic and single-origin spice segments, particularly for Latin and Caribbean varietals.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/burlapandbarrel

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Burlap & Barrel