If you’re anything like me, you probably love discovering products with a great story behind them—especially when they make it to the big stage of Shark Tank. One of the standout pitches that captured my attention is Burlap & Barrel, a spice company redefining the traditional spice trade while promoting sustainability and transparency. Let’s dive into their journey, from their heartfelt Shark Tank pitch to their remarkable growth afterward.
Setting the Stage: Who Are Burlap & Barrel?
Burlap & Barrel is the brainchild of Ethan Frisch and Ori Zohar, two entrepreneurs with a passion for food, sustainability, and equitable business practices. Ethan’s journey began as a chef, and his work with non-profits in Afghanistan gave him insight into the struggles of smallholder farmers. He saw an opportunity to make a difference by sourcing spices directly from these farmers. Ori, on the other hand, brought his expertise in digital marketing and business management to the table, making him the perfect partner for Ethan.
Founded in 2016, Burlap & Barrel set out to transform the spice trade. Their goal? To build equitable, transparent, and traceable supply chains while delivering high-quality, single-origin spices to consumers. Their commitment to these principles has not only set them apart in the industry but also garnered them significant attention.
Burlap & Barrel on Shark Tank
Ethan and Ori made their Shark Tank debut on Season 14, Episode 19, which aired on April 7, 2023. They walked into the Tank seeking $500,000 in exchange for 5% equity, valuing their company at $10 million. From the moment they stepped onto the stage, it was clear they were passionate about their mission and had the numbers to back it up.
The Pitch
The pair showcased their unique approach to sourcing spices directly from farmers, emphasizing quality, freshness, and ethical practices. Their presentation was packed with details about their business model and the impressive sales growth they’d achieved. They explained how their revenue had grown from $100,000 in 2017 to $5.1 million in 2021, with significant acceleration during the COVID-19 pandemic when home cooking became more popular.
One memorable moment during their pitch was when they shared their vision of a transparent spice trade where farmers are paid fairly and consumers receive top-notch products. They also highlighted their unique offerings, which include single-origin spices sourced from countries like Afghanistan, Vietnam, and Zanzibar. It was an eye-opener for the Sharks and viewers alike.
The Sharks’ Reactions
While the Sharks appreciated the founders’ mission and dedication, there were mixed reactions. Barbara Corcoran, for instance, questioned the high valuation and ultimately opted out. Mark Cuban and Lori Greiner felt the business was outside their areas of expertise and passed. Guest Shark Gwyneth Paltrow expressed concerns about the company’s market presence and decided not to invest.
The most intriguing interaction came from Kevin O’Leary, aka Mr. Wonderful. He offered $500,000 for 10% equity, along with a 20% royalty on all sales until he recouped $1 million. Ethan and Ori countered with an offer of $500,000 for 5% equity, a 20% royalty on O’Leary’s personal spice line, and a 10% royalty on affiliate sales. Unfortunately, the two sides couldn’t reach an agreement, and Burlap & Barrel left without a deal.
The Numbers: A Closer Look
Here’s a detailed table summarizing Burlap & Barrel’s journey on Shark Tank:
| Category | Details |
|---|---|
| Product Name | Burlap & Barrel |
| Founders | Ethan Frisch and Ori Zohar |
| Season & Episode | Season 14, Episode 19 |
| Ask (Investment & Equity) | $500,000 for 5% equity |
| Final Deal | No deal |
| Shark(s) Involved | Kevin O’Leary (offered $500,000 for 10% equity plus a 20% royalty until $1 million recouped) |
| Memorable Episode Moments | Kevin O’Leary’s offer and the founders’ counterproposal involving a “Mr. Wonderful” spice line |
| Current Net Worth | Estimated at $10 million as of 2024 |
| Current Business Status | Active |
| Revenue Since Shark Tank | On track to reach $9 million in sales in 2024, up from $5 million in 2022 |
| Social Media Presence | Active on Instagram, Facebook, and Twitter; experienced a surge in followers post-Shark Tank appearance |
| Key Achievements | Featured in Bon Appétit, The New York Times, and The Washington Post; collaborations with chefs and celebrities; launched a “Shark Tank” spice collection; received glowing reviews from Food & Wine in 2023 |
Life After Shark Tank
Sometimes, walking away from a deal is the best thing that can happen to a business, and that certainly seems to be the case for Burlap & Barrel. Their appearance on the show brought invaluable exposure, and they’ve capitalized on it beautifully.
After the episode aired, the company experienced a significant boost in demand. Anticipating this, they encouraged customers to place orders before the episode’s release. They also launched a special “Shark Tank” spice bundle featuring the four spices showcased during their pitch. The bundle was a hit, garnering positive reviews and driving additional sales.
Burlap & Barrel’s collaborations with notable figures, such as chef and Chopped judge Marc Murphy, further expanded their reach. They also received glowing endorsements from culinary publications, solidifying their reputation as a leader in the spice industry.
Where Are They Now?
As of 2024, Burlap & Barrel is thriving. Their projected sales for the year are $9 million, nearly doubling their revenue since their Shark Tank appearance. The company has continued to build strong relationships with partner farmers, ensuring fair compensation and high-quality products for consumers.
They’ve also expanded their product line, offering even more single-origin spices and spice blends to cater to a growing customer base. Their commitment to ethical sourcing and transparency remains at the heart of their operations, and it’s paying off.
Key Takeaways for Aspiring Entrepreneurs
Burlap & Barrel’s journey offers several valuable lessons for entrepreneurs:
- Stay True to Your Values: Ethan and Ori’s commitment to ethical practices has been a cornerstone of their success. Consumers appreciate authenticity, and businesses that prioritize it often stand out.
- Leverage Exposure: Even without a deal, appearing on Shark Tank gave Burlap & Barrel a platform to share their story with millions. They seized the opportunity and turned it into a growth catalyst.
- Adapt and Innovate: From launching a special spice bundle to collaborating with chefs, the founders have shown an ability to innovate and adapt to changing circumstances.
- Believe in Your Vision: Walking away from a deal isn’t easy, but sometimes it’s the right decision. Ethan and Ori believed in their vision and stuck to their guns, and it’s paying off.
Looking Ahead
The future looks bright for Burlap & Barrel. With their strong foundation, growing revenue, and loyal customer base, they’re well-positioned to continue making an impact in the spice industry. I’m excited to see where their journey takes them next, and I’ll definitely be keeping an eye out for their new products.
So, what’s the takeaway for all of us? Whether you’re an aspiring entrepreneur or just someone who loves a great story, Burlap & Barrel reminds us that passion, perseverance, and authenticity can take you a long way. And who knows—your next meal might just be seasoned with one of their incredible spices!