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:
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.orgGS1 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 LinkedInVisit Burlap & Barrel at https://www.burlapandbarrel.com/ Follow Burlap & Barrel on Instagram