The idea for The Good Spice came about in 2018, when Iona’s partner brought a piece of cinnamon from Hong Kong. This cinnamon was more flavorful than any other cinnamon she had ever tasted in the Netherlands. This was the starting point for a fascination with spices and the trade in them.
Through volunteer work at a direct-trade coffee retailer, Iona had seen that this way of doing business could be the solution to many problems in the current spice market.
Let’s change the spice trade together!
A social entrepreneurship traineeship became the preparation process for starting your own business. Iona also worked as a chef at the Middle Eastern restaurant Neni to gain more knowledge about the use of spices in the kitchen.
The traditional spice trade is based on long chains that start with anonymous farmers. The result: powerful companies that dominate the market, little money for the farmers, little attention to sustainability and only a fraction of the taste in your kitchen. This can be done differently! Let’s change the spice trade together.”
