Rumi Spice CEO Keith Alaniz says he is proud to be celebrating a decade of empowering Afghani farmers and introducing afghani spices to the culinary world.
Rumi Spice, a pioneer in sourcing premium Afghan saffron and spices celebrates its ten-year anniversary this week.
After its transformative appearance on Shark Tank seven years earlier, Rumi Spice was founded by veterans with a vision to bridge worlds through flavor and opportunity.
Commenting on the success of the brand, CEO and Co-Founder Keith Alaniz says the brand not only introduced Afghan spices to global kitchens, but more importantly, it has championed economic stability and empowerment in Afghanistan.
“In a culinary landscape often filled with compromise, Rumi Spice stands as a beacon for those who seek more flavour, more impact, more connection. Our journey began with a simple but powerful mission: to create a sustainable economy in Afghanistan, leveraging the country’s rich agricultural heritage. The pivotal moment came when we introduced Afghan saffron to the U.S. market, transforming the lives of local farmers and setting a new standard for quality and purpose in the spice industry,” says Alaniz.
According to Alaniz, their mission captivated the hearts and minds of millions when the company appeared on Shark Tank in 2017. With Mark Cuban’s investment, Rumi Spice expanded its reach, empowering even more Afghan farmers and women, and solidifying its position as a leader in ethical sourcing and social entrepreneurship.
Over the past decade, Alaniz claims that Rumi Spice has achieved remarkable milestones; supporting over 10,000 sustainable Afghan livelihoods and becoming the largest private employer of women in Afghanistan. It has also introduced seven spices to Whole Foods nationwide (and adding more in 2024) and generated over USD 3 million in direct economic impact in Afghanistan.
“Our product line has evolved from exclusively offering saffron to include an array of whole spices and unique blends, each directly sourced from Afghan farmers. This commitment to quality and sustainability remains the cornerstone of our success and the pathway to achieving our North Star mission of supporting sustainable livelihoods in Afghanistan,” says Alaniz.
As Rumi Spice looks to the future, Alaniz says that the company is focused on expanding its impact, with plans to support one million sustainable Afghan livelihoods by its 20th anniversary.
New initiatives and product expansions are underway, promising to bring even more of Afghanistan’s rich flavours to the world. With a national population of 40.1 million, Alaniz says the goal underscores their commitment to substantial and transformative social and economic change, aiming to significantly improve the lives of Afghanis working in the agricultural sector.
“We are profoundly grateful to everyone who has joined us on this journey. Your support fuels our mission and makes every achievement possible. Together, we are creating a legacy of hope, opportunity, and flavour that will resonate for generations to come,” says Alaniz.
