In today’s ever-evolving food industry, brands that resonate culturally while prioritizing health and wellness are rare.
But A Dozen Cousins, founded by Ibraheem Basir, has managed to achieve just that—offering a unique blend of family values, cultural authenticity, and nutritious foods. In an exclusive interview with Shoppe Black, Ibraheem shares the inspiration behind his brand, its growth journey, and what the future holds for A Dozen Cousins.
The Origin Story: A Dozen Cousins
The name “A Dozen Cousins” has a deep personal meaning for Ibraheem. He explains, “The brand is named after my nieces, nephews, and my first daughter. When we were preparing to have our first child, I already had 11 nieces and nephews, so my daughter became the 12th cousin.” This family connection is the heart of the brand, symbolizing the role that family, food, and culture have played throughout Ibraheem’s life.
Growing up in Brooklyn, Ibraheem was surrounded by a rich Black and Latino melting pot of cultures, where food was more than just sustenance—it was a way to celebrate and spread love. “I grew up eating Creole, Caribbean, and Latin American cuisine. Food was always a way to mark holidays and special occasions, and it’s something I wanted to bring to others through A Dozen Cousins.”
The Mission: Celebrating Culture and Promoting Health
Ibraheem started his career working at a large national food brand, but as he learned more about health and wellness, he noticed a gap in the market. “There were very few brands that hit the right combination of being health-focused, using high-quality ingredients, and staying culturally relevant,” he said. This observation led to the creation of A Dozen Cousins, with a mission to celebrate culture through food while promoting healthy eating.
The brand’s first product, seasoned beans, was chosen with intention. “Beans are one of the healthiest foods on the planet,” Ibraheem explains. “They’re also emotionally significant for many cultures. We wanted people to feel like they were treating their bodies well, while also connecting to their culture.”
From Beans to Full Meals: Expanding the Product Line
A Dozen Cousins started with seasoned beans, a product that resonated with customers for its convenience and authenticity. “For about two years, beans were the only product we sold,” Ibraheem recalls. As demand grew, the brand expanded its offerings to include rice and seasoning sauces.
“When we saw that 90% of our customers were eating our beans with rice, we knew it was time to expand into that category,” he says. But, as with everything A Dozen Cousins creates, the rice had to stand out. “We decided to cook our rice in bone broth, making it more nutrient-dense with seven grams of protein and a few grams of collagen.” This focus on both taste and health is what sets the brand apart.
Today, A Dozen Cousins offers a full portfolio of products, allowing customers to create entire meals. “You can put together a high-quality dinner using just our products. Grab a couple of pouches of our beans, rice, and seasoning sauces, and in 20 minutes, you’ve got a delicious meal.”
Growing the Brand: Retail Strategy and Beyond
A Dozen Cousins is now available in over 8,000 stores, including major retailers. When asked about his strategy for expanding the brand’s retail presence, Ibraheem emphasizes the importance of standing out. “Retailers are looking for the same thing as consumers—products that are new, interesting, and different from what’s already out there,” he says.
He highlights the brand’s unique value proposition. “When we launched our beans, most of what was on store shelves were plain cans of beans. We offered something more convenient, something that didn’t require chopping, seasoning, or cooking time. That’s how we were able to grow our distribution so quickly.”
But getting onto retail shelves wasn’t easy. Ibraheem shares how persistence and creativity played a role. “We’ve done a lot of hustling—cold emails, sending products to headquarters, and attending trade shows. It’s not always a smooth line, but we’ve seen success.”
Balancing Operations and Creativity
Running a food brand requires a delicate balance between operational demands and creative development. Ibraheem credits his team for helping him maintain that balance. “We have a great team in place—our director of supply chain ensures we’re producing on time and on spec, while our VP of sales helps us meet retailer requirements. That gives me the headspace to think about the future of the brand and product development.”
For Ibraheem, creativity is about doing things differently. “We launched a white bean chili last year at Whole Foods, and it’s now our number two seller there. It’s a product that didn’t exist in the market, and we made it our own by using white beans, tomatillos, and jalapeno for a vegan twist on a classic chili verde.”
Looking Ahead: The Future of A Dozen Cousins
When asked about his vision for the next five years, Ibraheem is clear: he wants A Dozen Cousins to be synonymous with Creole, Caribbean, and Latin American cuisine. “The goal is for people to think of A Dozen Cousins when they’re preparing a meal from these regions. We want to be their sous chef, the brand that helps them put together a meal that’s delicious, healthy, and culturally authentic.”
Achieving that goal involves more than just creating great products. “You need great packaging, an emotional connection with consumers, and a solid business model. But ultimately, it’s about getting to that point where people know you, your products are in their pantry, and you’re part of their routine.”
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