BXP - May 2018 - 17

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

marketing.

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-

the game."

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."

BXPMagAzine.com


http://bxpmagazine.com

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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