BXP - May 2018 - 15
Rumi Spice attract its highly effective and talented staff.
Lopez notes that many younger consumers aren't familiar
Growing up in underdeveloped areas on Chicago's south
with or know how to use saffron. "A typical customer comes
side, Lopez was attracted to Rumi Spice for the opportunity
from a highly educated, older demographic," she says. "So
to "educate people on our mission as it's the most heartfelt
we're really trying to reach people my age and Ryan's age,
ever." She further notes, "Social responsibility is extremely
the millennial crowd, with our social media efforts and our
important for me, and I've made it my life's mission to do
new products, like our spice blends. We want to get saffron in
something for the world at every job that I take."
everyone's home, not just a specific limited demographic."
Watt left the sun and surf of southern California to be part
Watt adds, "Our spice blends are also changing how saffron is
of Rumi Spice's mission. "Social responsibility is a big part
used. Our product director, Laura [Willis] has done a great job
of who I am as an individual," Watt says. "I interviewed with
of creating products that get people to explore with saffron in
Keith during a Chicago winter, in January, but I knew I had to
come here because sometimes you've just got to follow your
Alaniz agrees, "The spice blends are approachable for the
mainstream consumer who wants to support our mission but
CReATInG OppORTunITIeS WheRe TheRe IS nOne
doesn't know that much about saffron. They might be inter-
Selling Afghan saffron and products containing Afghan saf-
ested in saffron as a spice, but before they take that step of
fron isn't an easy endeavor. "It's funny because most peo-
using the single spice in recipes, they are going to buy a $10
ple think the Afghanistan supply chain is the hardest part,"
Alaniz says, "but I think the challenging part is the marketing
and selling of Afghan saffron."
Rumi Spice is also using collaboration to create new markets