BXP - May 2018 - 14

14

community, and ultimately promote peace and stability in the

to provide for their families. When afghanistan farmers are

war-torn country, Harkins adds, "Rumi Spice is an easy story

given a sustainable and peaceful way to live, alaniz explains,

to share because it is just so compelling!"

"they're not as tempted when insurgents come around and
say, 'pick up a rifle and I'll pay you a dollar a day.'"

TakeS a Team
alaniz insisted on bringing in Ryan Watt, sales manager

alaniz also echoes a sentiment put forth by the Persian poet

at Rumi Spice, and Imelda Lopez, digital marketer at Rumi

Rumi that trade can be the connector that helps prevent

Spice, to the interview, because he believes that Rumi Spice's

military conflict. "Before we started with working with the

success isn't his own, or even alaniz' and his co-founders',

afghan farmers, many of them didn't know anything about

but of the entire team, noting that Watt and Lopez play

americans except for what they hear from the rumor mills,"

critical roles in the brand's success as a market disruptor and

alaniz remarks. "This made it easier for an insurgent to

its ability to empower consumers to enact societal change

spread their messages. The Taliban would come around and

with their purchasing power and also partner with brands to

say, 'Hey look, these americans are evil. They're infidels who

inform the business' marketing and development strategies.

are out to get you.' If these insurgents go to the farmers we
partner with, they are resistant to the Taliban's messaging

The CeO's philosophy's roots start with his military experi-

and they share their experience that 'americans are helping

ence in afghan Hands-a language and culture-focused pro-

provide for me and my family'"

gram of the U.S. army that works in collaboration with local
businesses and government officials. "When I was serving

Growing a market for afghan saffron also helps eliminate the

as an advisor for the governor of a province in afghanistan,"

attractiveness of poppy as a crop and, instead, spreads the

he explains, "I ran into these farmers who were growing this

idea of food for social good around the world. Poppy is more

incredible saffron and that what's sparked this question for

than an afghan problem; it becomes a problem right here in

me and my partner kim [Jung] of what could happen if we

the U.S. mike Stobbe from the associated Press has reported

connected these farmers to international markets."

that more than 64,000 americans died from drug overdoses
in 2016.

alaniz and Jung saw an opportunity to use this valuable crop
to lessen the allure of joining an insurgent group to be able

april 2018

|

Brand Experience

making a difference on both sides of the globe has helped



Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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