Food connects you with cultures around the world. That’s the story of this week’s Wild Business Growth Podcast guest, Keith Alaniz. Keith is the Co-Founder and CEO of Rumi Spice. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast platforms.
Episode 243: Keith Alaniz – Saffron Soldier, Co-Founder of Rumi Spice
Keith Alaniz, the Co-Founder and CEO of Rumi Spice, joins the show to share his journey from neutralizing IEDs with the US Army in Iraq to connecting Afghan spices with the world. Hear the behind-the-scenes of saffron production, how to create a culture that creates opportunities, run your business from across the world, add more products to your mix, and get creative with your cooking. This episode covers everything from the Army to za’atar. Here’s a small sample of what you will hear in this episode:
- How do you approach each day with so much danger on the line
- What does saffron taste like and what foods is it used with
- How long does it take to go from crocus flower to purchase-ready stigma of saffron
- Who does Keith find inspiration from in the food space
- How have his cooking skills been impacted by getting into the spice business
- What’s a quirk he has
- Sweet tunes, dude
- Cellar Door vs. Saffron Flan
Connect with Keith at RumiSpice.com.
Enjoy the shoooooow! Check out the show notes below for much more detail. You can also find the full transcript here.
Show Notes
- Intro & Army
- [0:30] Email me at to save time with your high-quality podcast and use it as a business-building tool
- [0:38] xoxo Honeymoon pics on my Instagram @MaxBranstetter
- [0:52] Connect with Keith at RumiSpice.com
- [2:06] Couldn’t resist
- [2:55] How was Keith’s experience neutralizing IEDs (Improvised Explosive Devices) in the US Army
- [3:28] Texas A&M University (TAMU), ROTC (Reserve Officers’ Training Corps)
- [6:20] How do you approach each day with so much danger on the line
- The Rumi Spice Story
- [8:14] When did Keith first cross paths with saffron
- [9:46] Kim Jung
- [10:38] What does saffron taste like and what foods is it used with
- [10:57] Paella
- [11:16] Bastani Ice Cream
- [11:44] Cleopatra, Alexander the Great
- [12:19] Turmeric, Cumin, Garam Masala
- [13:00] How did Keith turn Rumi Spice into an actual business
- [14:07] Crocus Flower
- [17:22] How long does it take to go from crocus flower to purchase-ready stigma of saffron
- [18:21] Shoutout, Spense!
- [18:52] How has Keith created a culture of creating opportunities
- [19:22] Whole Foods
- [20:46] Technology (Tech)
- [21:13] How do you run a business across the world from where your products are sourced
- [22:53] So spicy
- [23:10] How do you maintain your brand while adding more products to the mix
- [24:19] Fennel
- [24:45] So excited to speak at Podcast Movement 2023! It’s August 21-24 in Denver. Register and join the fun at PodcastMovement.com
- [24:46] Sign up for the Podcasting to the Max newsletter at MaxPodcasting.com/Newsletter and receive How to Edit Your Podcast in Audacity
- Inspiration & Creativity: People, Hobbies, and Resources
- [25:55] Wild Forage
- [26:02] How do you be and stay creative
- [26:12] Entrepreneur
- [26:28] Keith’s Instagram @JKAggie04
- [26:52] Right Brain-Left Brain
- [27:28] Social Media
- [27:28] Who does Keith find inspiration from in the food space
- [27:42] Thomas Keller
- [28:11] Cafe Ba-Ba-Reeba!, Danny Lledó
- [29:35] How have Keith’s cooking skills been impacted by getting into the spice business
- [30:34] The Bear aka “Yes, Chef.”
- The Unusual: Pet Peeves, Quirks, and Weird Talents
- [30:59] What’s Keith’s biggest pet peeve
- [31:36] What’s a quirk he has
- [32:42] What’s a Weird Talent he has
- Rapid-Fire Q&A
- [33:14] Sweet tunes, dude
- [33:41] Disney Songs, Jim Henson Songs, “Dixieland Delight” by Alabama
- [34:05] What has been the biggest change in moving from Chicago back to Texas
- [34:47] Times Square, San Antonio River Walk
- [35:41] Aggie Bonfire
- [36:42] Saffron Flan
- [37:05] Risotto
- [37:19] Cellar Door vs. Saffron Flan
- [37:28] Wild Black Cumin
- [38:12] Za’atar
- [38:59] Connect with Keith at RumiSpice.com
- [39:25] What are Keith’s Final Thoughts
- [39:39] Rumi
- [40:26] Follow the Wild Business Growth Podcast and tell a friend about the podcast. And show love (or roast me) by leaving 5 stars on Apple Podcasts and/or Spotify
- [40:44] Check out the Wild Business Growth Podcast on Goodpods, where you can see what your favorite people are listening to
- [40:49] Connect with me on Instagram, Twitter, and LinkedIn @MaxBranstetter
- [40:51] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
- [40:56] Sign up for the Podcasting to the Max newsletter at MaxPodcasting.com/Newsletter and receive How to Edit Your Podcast in Audacity
- Theme music: Freestyle Percussion Magik – “Jungle Tribe” – provided by Jamendo
What is the Wild Business Growth Podcast?
Wild ideas. Wild growth. Every Wednesday morning a new entrepreneur joins the Wild Business Growth Podcast to share the wildly creative and unusual ways they grew their business – and teaches you how to do it, too. Hear the minds behind WordPress, Stacy’s Pita Chips, Drybar, the voice of Bart Simpson, and more wild stories. Hosted by Max Branstetter (that’s me), Founder and Podcast Producer at MaxPodcasting.
How do you start a podcast?
Interested in starting a professional-sounding podcast for your brand, but don’t want to deal with the time commitment of all those behind-the-scenes details? I’ve got you covered. Email me at to save time with your high-quality podcast and use it as a business-building tool.
Thanks for listening to Keith Alaniz on the Wild Business Growth Podcast. To hear more Wild stories like this one every Wednesday morning, follow the Wild Business Growth Podcast and tell a friend about it. Then get spicy with them. Until next time, Let your business Run Wild…and Bring on the Bongos!!
