"Spice company Diaspora Co. shares founder Sana Javeri Kadra's personal journey as a means to demonstrate its commitment to empowering South Asian spice farmers. Kadra grew up in Mumbai; as a young adult, she moved to California to pursue a career in food justice and began to reflect on the echoes of colonial exploitation in the contemporary spice trade. "I was slowly discovering that not much about that system had changed,"
""Farmers made no money, spices changed hands upwards of 10 times before reaching the consumer, and the final spice on your shelf was usually an old, dusty shadow of what it once was." Diaspora's brand story shares how this realization motivated Kadra to launch her company and the work that went into it-including seven months of market research and over 40 farm visits."
Establishing a strong brand communicates company identity internally and externally, differentiates from competitors, and fosters emotional connections with customers. Branding has limited impact when isolated; consistent sharing across multiple touchpoints is necessary to make lasting impressions and drive visibility, sales, and engagement. A brand story provides a concise narrative of origin, guiding principles, and founder mission that deepens customer connection. Diaspora Co. illustrates this by linking founder Sana Javeri Kadra's personal journey and research-driven sourcing to a commitment to South Asian spice farmers. Weaving brand stories into websites, packaging, and social posts amplifies authenticity, and partnering with influencers can extend reach.
Read at Aol
Unable to calculate read time
Collection
[
|
...
]