Seasoned from the Start: Spice Sourcing, Tariffs, and Trust-Based Farming at Burlap & Barrel

Most people don't think twice about the spice jar on their shelf. But behind it is a supply chain that can pass through 20 different hands — and that's exactly where quality, safety, and accountability break down.

In this episode, Reid Jackson and Liz Sertl speak with Ori Zohar, co-founder and co-CEO of Burlap & Barrel, about how they're reshaping the spice industry by sourcing directly from smallholder farmers across 22 countries. Ori shares how Burlap & Barrel built a transparent, trust-based supply chain — no formal contracts, just long-term relationships — and how that model has helped them navigate real-world pressures like the pandemic, tariffs, and rapid scaling. He also gets into the operational side: how GS1 Standards and barcoding became foundational tools for managing a 100+ SKU business across warehouses, retail, and direct-to-consumer channels.

This is a story about innovation, transparency, and the power of human relationships in building a sustainable supply chain.

In this episode, you'll learn:

• Why trust-based relationships with farmers outperform formal contracts

• How they responded to tariffs — without raising prices or passing costs to farmers

• The practical role GS1 standards play in managing a high-SKU, multi-channel business

Things to listen for:
(00:00) Introducing Next Level Supply Chain
(07:13) Third-wave spices and why a broad lineup demands better tracking
(09:44) The Dr. Salunke story: transparency and traceability in action
(13:23) Why contracts with farmers don't work
(19:11) How to handle tariffs without raising prices
(31:55) Navigating turbulence with a values-first strategy
(32:36) How GS1 standards power their warehouse and retail operations

Connect with GS1 US:
Our website - www.gs1us.org
GS1 US on LinkedIn

Register for GS1 Connect 2026, happening June 9 to 11 in Las Vegas, and get 10% off with the promo code GS1USPOD10 at connect.gs1us.org.

Connect with the guest:
Ori Zohar on LinkedIn
Visit Burlap & Barrel at https://www.burlapandbarrel.com/
Follow Burlap & Barrel on Instagram