Via her well known food stuff and way of living blog site, Alison Wu has been spicing up the wellness place for several years. Now she’s getting a extra literal approach with the start of Ami Ami. It is a line of spice toppings influenced by a traditional Egyptian seasoning known as dukkah. All through Northern Africa and the Center East this type of floor nuts, herbs, and botanicals has been a staple condiment for centuries.
Wu’s choices riff on people familiar flavors though also incorporating a host of unconventional incorporate-ons which include sumac, fennel, rose, pepitas and pistachios. Her intention was to create a versatile merchandise that could enliven just about any dish. It arrives at a price—4 oz. jars are retailing at $14 per unit. If the nascent brand can follow the momentum of her presently proven occupation, you can expect to see a ton more Ami Ami in the months to arrive.
But just how and why did a productive blogger start slinging top quality spices, anyhow? To find out far more Forbes sat down with Wu for an unique job interview.
How did you get into the condiment match?
My qualifications is in journalism and digital media, but my passion has constantly been food items. I begun my brand Wu Haus about 6 many years ago as a creative outlet while I was doing work as a industrial picture stylist for an advertising agency. I started off developing recipes and sharing them by means of my blog site and Instagram. Now Wu Haus is a life style brand that incorporates type, wellness, journey and food stuff. I designed these toppings—that are now Ami Ami—over the many years, and I cherished them so substantially that I desired to share them with folks.
What was the development procedure like?
My expensive friend turned business lover, Laura, and I started concepting Ami Ami a pair years ago and finally released the brand name into the environment in March.
Notify us about the three types you introduced with, and how you would endorse employing each and every?
Spicy is produced from hazelnut, pepita, coriander, sesame, nigella, cumin, urfa and maras peppers. Savory uses pine nuts, sunflower seed, fennel, thyme, sumac and lemon peel. Floral is composed of pistachio, rose, walnut, sesame, coconut and cardamom.
We advise utilizing the Spicy and Savory on salads, soups, toasts, dips, roasted veggies and pasta, and the Floral on smoothies, yogurt, fruit, toasts, salads, dips, pancakes and baked merchandise.
In which is Ami Ami offered for order?
We sell Ami Ami directly by amiamifoods.com. But we’re currently in the course of action of making our wholesale application. Right now, you can obtain Ami Ami at Ocafe and Ostudio in NYC, Communal Coffee in San Diego, Mantel in Portland, OR, and The Functions in Seattle.
What sets Ami Ami aside from other spice and nut blends on the market?
We feel of Ami Ami as a topping for your favourite dishes, so it is form of like a savory granola with out any extra oils or sweeteners. It works very best when sprinkled on dishes appropriate right before serving. It is far more coarsely chopped than most spice blends, so it provides crunch and texture to every single bite.
Explain to us far more about the charitable ingredient of your startup.
As females enterprise house owners, it is really important to us that we support younger ladies and women of all ages on their possess paths to good results. Which is why we donate a portion of sales to Heya Masr: a social organization initiative in Egypt with a mission of empowering young gals by supplying a risk-free setting for actual physical action, a dietary and healthier life style program, character improvement functions, and sexual-harassment recognition and self-defense instruction.
How do you intend to roll out the brand name in the months to come?
We want to offer bulk baggage, so buyers can refill their jars at house. We’re also performing on a few additional flavors—one nut-absolutely free! For a longer time term, we want to be in grocery shops all about the nation and expand our item line to consist of sauces, dips, dressings and far more.