Alright – so today we’ve got the honor of introducing you to Noga Heyman. We think you’ll enjoy our conversation, we’ve shared it below.

Noga, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The covid pandemic was in full swing and we were all finding new hobbies at home. For my mom, that meant making batch after batch of zhoug the way her mother had. The spicy cilantro sauce quickly became a staple, and soon we were all eating it with hummus, on sandwiches, grilled tofu – everything on our plates was smothered in it.

After years of being in the food service industry, I was ready to take on something for myself. My “aha” moment came with a bite full of zhoug when I thought, “why not share this with the world?”

Along with this came many other products that I use regularly in my household. I found that high-quality Middle Eastern spice blends were hard to find, and many lacked authenticity in their flavor. This was a void that I knew I could fill.

I created Venus Spice Co. to share the true flavors of my Israeli upbringing with my community. For some, these products are childhood staples that are hard to find in Colorado; for a few, they bring back a memory of eating falafel on the streets of Tel Aviv; and for others, a chance to expand their horizons and experience something new.

Noga, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I began Venus Spice Co. after years in the food service industry, in the hopes of bringing my childhood flavors to my community. I’ve worked in restaurants all over the world in many cuisines – a ramen shop in Iceland; a farm-to-table restaurant in New Zealand; an Israeli joint in New York City; each of these places told a story. Much like the places I’ve worked, I want my products to represent my background. This business has given me the opportunity to connect with my own culture and traditions in ways I never had before.

Born in Israel, I moved to the U.S. with my family at a young age. I watched as Middle Eastern food went from exotic to mainstream, the hummus craze sweeping the nation. With so many people now interested in this cuisine, I knew there was so much more to offer. The incredible flavors I grew up eating needed to be shared with the world.

Israeli cuisine is truly a melting pot of all the nationalities that make up its population. My grandmother came from Yemen, like so many others, to what is now considered Israel. They brought with them foods that are now embedded in Israeli cuisine, like my hawaij blend that is traditionally used in coffee. The same is true with people from Egypt, Morocco, Germany, and many other places. Each product I create highlights its unique origin story.

Venus Spice Co. places an emphasis on authenticity, community, and sustainability. We are proud to be Colorado-based and work hard to participate in local markets and food systems. Our reusable jars, organic plant-based ingredients, and local collaborations are some of the ways that we strive to create sustainable practices.

How about pivoting – can you share the story of a time you’ve had to pivot?

I began Venus Spice Co. with a perishable product called zhoug. It was so much fun to share this with my community at farmers markets and local stores. However, when it was time to broaden my business, I realized the hardships that come with a refrigerated product. I wanted to sell my products online directly to consumers, but found the waste associated with cold shipping to be too high of a cost, both financially and environmentally.

I decided to pivot my business and begin to focus on shelf-stable spice blends. This allowed me to launch my online shop and begin to ship across the country. I was able to get into more stores, since refrigeration space and short shelf lives are a huge deterring factor for many retailers. I was able to create a more efficient production schedule to avoid supply issues. This pivot became an important moment in the company’s trajectory and has expanded our options for future endeavors.

Can you share one of your favorite marketing or sales stories?

My products are unheard of to many of my customers. People take a chance to try something new and their culinary world is broadened. My favorite part of sales is hearing all the creative ways that people use my spice blends. Hawaij is no longer just for coffee – I have seen it used in tea, cake, popcorn, and my grandmother even puts it in her chicken schnitzel. While I have been working hard to educate people on these unique products, it turns out they are teaching me all about culinary creativity.

Contact Info:

• Website: venusspiceco.com
• Instagram: @venusspiceco