"What was missing was the connection between the farmers to the customers." -Ori Zohar

The centralized food system is broken and it needs to be fixed. In order to bridge the gap between farmers and customers, we need to create an enterprise model that allows the customer to buy produce directly from farmers. This is the only way to create a sustainable agricultural economy.

An enterprise allows farmers to sell their products more easily and at a higher price point because they are able to reach customers who are willing to pay more for their products.

Moreover, business owners will be able to provide customers with more information about the food they are eating, where it came from, how it was produced, and what is in it. 

On the other hand, customers also benefit because they get fresh, local produce delivered directly from the farm. This also reduces food miles which is good for the environment. So, it's a win-win!

Burlap & Barrel partners with small, local farmers in order to support their livelihood and end inequality in the food system from its roots. This partnership has also allowed them to source out natural spices that are not available in the US as well as ensure that the products are all high-quality and taste great.

Learn more about the mission of Burlap & Barrel and how they're solving a major need in our food system as Justine interviews the company's co-founder, Ori Zohar. Justine and Ori also discuss why consumers care for good ingredients, how companies can help educate their consumers on what they're buying and how to buy them, how to create a better brand reputation, and Ori's secret spice that you might want to try. 

Meet Ori:

Ori is an experienced social entrepreneur and the co-founder of Burlap & Barrel, where he leads the company's domestic operations, eCommerce and finances.

 

Ori's family moved to Baltimore, Maryland from Israel when he was 5 years old. He developed a love of all things food as a kid, learning to cook Middle Eastern and Mediterranean dishes from his parents. He firmly believes that tahini can improve most dishes.

 

Ori's entrepreneurial journey started in his teens, when he started a business (poorly) DJ'ing parties. Many other entrepreneurial initiatives followed. Ori first teamed up with Ethan to start Guerrilla Ice Cream, an activist ice cream cart that received a frenzy of media attention, in 2010.

 

A few years later, he co-founded Sindeo, a venture-backed mortgage company that provided home loans in an open and transparent way. Sindeo raised $32m, helped its customers secure more than $500m in home loans with record-setting customer satisfaction scores. Ori took the startup from idea through acquisition.

 

Ori's happy to be back in the food world, where eating is an integral part of his job.

 

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Episode Highlights:

00:46 An Unpleasant Experience

05:24 Burlap and Barrel

12:23 Bridging the Gap Between Farmers and Customers

16:48 Being the Ultimate Source of Spices

20:44 Winning Over Great Chefs

26:07 Origin Blends

30:34 Ori's Secret Ingredient