BXP - May 2018 - 17
for saffron. With the company's partnership with Blue Apron,
The spice aisle isn't the only place that Rumi Spice products
Rumi Spice is reaching a young busy professional who wants
can be found. "We have a pretty amazing saffron gummy
to learn more about cooking and ingredients. "Consumer
gem," Alaniz says. "It's a non-gMO vegan gem, made with
education is so important when creating markets," he adds.
pectin, organic sugar and saffron. All the color and flavor for
That education continues with the company's social media
the candy comes from the saffron. It even has a little saffron
thread suspended in the gummy."
"Imelda has done a great job of stepping up our digital
gifting is another huge category for Rumi Spice. "Our big-
marketing," Alaniz says. "We now get a lot of user-generated
gest moving product by volume and revenue is our two-gram
content. Customers are sending us recipes all the time and
saffron gift package," Alaniz shares. "They are a great fit for
providing us reviews and other types of feedback and infor-
our specialty store customers such as Dean and Deluca's."
mation. We put that back into the marketing funnel and that
helps create a one-to-one relationship with our customers
This is part of Rumi Spice's goal to make saffron part of the
and get people excited about the mission and the spice."
everyday premium dining experience for modern consumers.
"Traditionally, saffron has been an intimidating spice for many
ShAkIng up The SpICe AISle
people," Watt says, "but we believe that working with our
"When you think of spices, you think of it as a way to get
brand fans and their user-generated content and changing
creative in the kitchen," Watt remarks, "but the typical spice
the notion around what saffron is good for, we can change
aisle isn't all that creative. So we're looking to bring that cre-
ativity to the aisle. Instead of the typical heavy glass bottle
with a plastic top, we've incorporated Afghan culture with
Adding to Watt's sentiment, Alaniz notes that there are many
beautiful packaging that's topped with a cap made from a
more products and partnerships in development and "we
renewable resource-cork. This helps me when I'm working
have some really exciting stuff coming down the pipeline so
with retail buyers because our package design flows with our
keep an eye on us this year."
brand personality and that flows with our mission of introducing Americans to Afghan culture."