Watch: Ziba Foods celebrates heirloom crops, supports Afghan women

Co-founders of this NEXTY-winning nuts and dried fruits brand talk about why direct and small-holder relationships are at its core.

Amanda Hartt, Researcher | Data Analyst | Strategic Thinker

April 4, 2023

Artisanal brand Ziba Foods brings heirloom nuts, seeds and dried fruits to the healthy snacking category. In this video, the brand’s CEO and Co-Founder Raffi Vartanian and COO and Co-Founder Patrick Johnson talk about how direct and small-holder relationships with suppliers help the brand unlock heirloom and endemic varieties from Afghanistan with unique nutritional value and flavor profiles. These relationships also make it easy for Ziba to have lasting social and environmental impacts, empower brand transparency and storytelling, and, ultimately, help shift the food system from mass produced to unique, varietal sourcing.

As Expo West’s 2022 NEXTY winner in the Best New People-Forward Product category and New Hope Network’s 2023 Prosperity Award winner for generating economic activity among Afghan producers (mostly women), Ziba hits all the I’s: inspiration, impact, integrity and innovation.


About the Author(s)

Amanda Hartt

Researcher | Data Analyst | Strategic Thinker

Amanda brings 10+ years of experience in research and consulting roles, working for both SPINS and New Hope Network to track and grow the natural products industry. With an MS in Food Policy, Amanda looks at the dimensionality of marketplace challenges to grow and transform food systems to build thriving communities.

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