The company was founded in 2016 by Ori Zohar and Ethan Frisch. In 2012, while working in Afghanistan for
Doctors Without Borders, Frisch saw a vendor in a marketplace tossing
cumin into the air to separate it from the chaff. Frisch, who had worked in kitchens, bought some of the cumin, was impressed, and took some home with him when he returned to New York and shared it with chef friends. He interested Zohar, with whom he'd had a previous business. The company names references the traditional packaging for spices. == Business model ==