Our Story

Who we are

We’re an independent, innovative, Australian-owned maker of artisan spice blends and specialty salts.

Sprinkle started off as an adventure, to bring together a lifetime passion for travel, good food and spices.

Sprinkle is a passion driven brand. We’re a next generation e-commerce spice merchant. So we don’t have expensive stores and lots of staff nor sell ageing stock out of self scoop containers - we focus 100% on product quality, the best possible customer experience, fast delivery and sustainable packaging.

Simple as that.

 

Our story

I was raised in Israel where spices are a way of life. Growing up in a melting pot of global cuisines, Middle Eastern influences and a sunny, Mediterranean lifestyle led to a love affair with spices and herbs that inspired my passion for cooking and flavour.

From a young age, I used to help my grandmother cook flavourful, simple food made out of fresh, locally grown produce. On weekly trips to the market, we used to stop at the spice merchant to stock up on freshly ground paprika, cumin or za’atar. We’d then sprinkle those precious spices into our dishes or follow a secret recipe to create the perfect blend. I’ve learnt that in food, as in life, it is the little things that make all the difference.

I’ve always experimented with making small batches of spice blends at home - partly for fun and partly out of frustration with seasoning options that just didn’t taste like the real thing. As I immersed myself in the world of spices and herbs, I’ve become fascinated with their incredible history and natural healing properties.

Over the years, we’ve lived in the US, Asia, Europe and the Middle East. We were inspired by the local traders we used to frequent to source authentic, pure spices. To us, Sprinkle is about bringing together the best of these elements to Australia, raising the bar on what spices mean and how they can be used in everyday life.

 

Our philosophy

At the core of our philosophy is the belief that anyone can cook incredible food at home that’s just as delicious as any restaurant’s.

As with coffee, wine or chocolate, there’s a stark difference between the mass produced conventional stuff and quality produce made in small batches by people who deeply care about their craft. We believe that spice blends, done right, are like magical little flavour bombs that infuse food with complexity and richness and can transform boring and bland into brilliantly tasty.

We proudly source the finest organic spices and herbs and roast, grind and blend those in Melbourne. By following traditional spice blending techniques used in some of the world’s best cuisines and carefully crafting very small batches, we aim to capture the unique flavours and aromas of each individual spice and herb.

Above all, Sprinkle’s values are grounded in quality, honesty and purity. No preservatives, anti-caking agents, MSG, sugars, artificial flavouring or colouring whatsoever.

It's always buzzing at Sprinkle HQ so don't forget to check in on us and stay tuned for our latest recipes and new blends launching soon.

 

#timetogetspicy

 

 

Our team

 

Rachel

Co-Founder

Rachel is Sprinkle’s Co-Founder, CEO and chief spice blender. Previously, a corporate and technology lawyer, she’s worked at top global law firms and leading technology start-ups in London, New York and Sydney. Rachel is an avid home cook, a spice lover and a believer in healthy eating so she decided to start Sprinkle to focus on her passion for creating the very best, healthiest, freshest products that other busy home cooks can enjoy, making food better and life easier. As content producer and photographer Rachel also enjoys developing unfussy healthy recipes and taking mouth-watering photos of her creations, as well as the occasional blogging on food and wellness.

 

Daniel

Co-Founder

Daniel is Sprinkle’s Co-Founder and CTO. Daniel's vast technology experience spans over 18 years and several continents - he’s worked across the globe (the US, Europe and Asia) and honed his skills across a broad range of sectors, including telecoms, finance and e-commerce/fulfilment. Daniel is a big nerd at heart and as a specialist in software automation, he's dabbled in everything from networks, to low latency electronic trading and warehouse robotics for industry giants. He's passionate about BBQ's and meat rubs, so being in charge of Sprinkle’s e-commerce and production activities plays to his natural talents.