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Case Study: Co-Creation and eCommerce at Rumi Spice

Business Challenge

Rumi Spice is a social enterprise sourcing the world's rarest spice - saffron - through its network of Afghanistan farmers. An instant hit with Michelin Restaurants, the fast-growing CPG brand needed to diversify its marketing channels to reach beyond B2B audiences and engage consumers to convert into B2C revenue.


AE Marketing Group conducted a series of co-creation labs to bring together experts in eCommerce, CPG, Storytelling, Amazon, Retail, Digital, and more. AE then provided Rumi leadership with a roadmap of tactics to build new revenue channels and ongoing strategy consultation.


  • 2018 Record Revenue Growth
  • First Afghan Product to Roll-Out Nationally at Whole Foods Market
  • FedEx Small Business Grant Grand Prize Winner
  • Chobani Yogurt Food Incubator Award


  • Co-Creation Labs
  • B2B2C Marketing Strategy
  • Storytelling
  • Creative and Digital Strategy
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