BXP - May 2018 - 13
A New Silk Road
Fo o d a n d s p i c e b r a n d f o r g e s a p a th f o r p e a c e by c re a ti n g a
m a r ke t f o r i t s m i s s i o n w i th a p re m i u m p ro d u c t w i th l u xe b r a n d i n g
a n d a c o l l a b o r a ti ve m a r ke ti n g a n d d eve l o p m e n t s tr a te g y.
By Linda Case y
The sign on top of the building beckons with one simple
Brand Experience magazine initially connected with Keith
word, beer, but inside The Plant is so much more. The red
alaniz, CeO and co-founder of Rumi spice, through Fedex.
brick industrial building in the "back of the yards" neighbor-
"Global entrepreneurship is one of our five pillars of our
hood in Chicago is social enterprise Bubbly dynamics' vision
corporate social responsibility at Fedex," says scott Harkins,
of taking a place once bereft of value and re-imagining it
senior vice president, customer channel marketing at Fedex.
as a collaborative community where socially minded food
"so it's important to us when we not only offer a financial
businesses can grow in the most ecologically responsible
award to the winners of our grant contest [Rumi spice is the
way possible. The building plan is to transform what is con-
2018 Grand Prize Winner of the Fedex small Business Grant
ventionally considered waste into valuable outputs, including
Contest], but that we partner with Rumi spice by connecting
using bio-gas created on-site to run a turbine generator that
them to writers like you through our awareness vehicles."
supplies the building tenants with power. it was here that i
met with the power sales and marketing team behind the
Opining on Rumi spice's ability to bring people together
socially minded food brand Rumi spice.
through food, commitment to empower afghan women
and bolster the afghan economy by reinvesting in the local
CXO is a multi-media thought leadership series in print
and online, where, through the generous suppor t of our
sponsors, we speak with branding, design and marketing
leaders tasked with delivering superior brand experiences.