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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

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

Senior manager, NEXT Data and Insights

Amanda Hartt is the senior manager at NEXT Data and Insights within New Hope Network, where she is responsible for supporting research, intelligence and insights for the health, wellness and natural products industry. Hartt is on a mission to build healthy communities by transforming food systems, combining her research expertise with over a decade’s worth of studying and analyzing food systems to inspire sustainable innovation through data-driven insights.

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