Homiah Launches Sustainably-Sourced Spice Kits for Making Iconic Southeast Asian Dishes

Industry: Food and Drink

Two women founders are launching Southeast Asian spice kits to diversify dinner while supporting direct and sustainable sourcing

New York, NY (PRUnderground) April 5th, 2021

Food lovers have an opportunity to start purchasing Homiah’s Southeast Asian Pantry Boxes on Kickstarter today. Malaysian laksa, Indonesian rendang and Burmese laphet are just a few of the spice kit flavors that consumers will be able to cook at home while supporting direct, single-origin sourcing.

Malaysian and Burmese immigrants, Michelle Tew and May Hnin, founded Homiah, which means ‘the good life’ in Hokkien, a dialect spoken in Southeast Asia. “The pandemic has seen the rise of the home cook. Many people have developed skills and built core communities to feed one another,” explained Michelle. “We wanted to introduce the incredible flavors we grew up with while also celebrating the idea of expressing love and care through cooking.”

Homiah reflects growing preferences for diverse representation across the Consumer Packaged Goods industry in America. Asian Americans are currently the demographic with the fastest growing spending power, predicted to reach $1.6 trillion by 2024, and they are increasingly looking for culturally resonant brands.

In line with their commitment to be socially conscious and transparent about sourcing, the two women founders work directly with small Southeast Asian farmers and producers, eliminating middle agents and creating opportunities for poorly compensated locals. “Our desire for social impact has not been without challenges,” said May. “We’ve found exporting pickled tea leaves from farmers in the Eastern Shan region of Burma especially difficult since the start of Myanmar’s military coup in February.”

The founders, who bootstrapped the company, are launching on Kickstarter to raise funds for logistics, export, and warehousing. Michelle described their ambitions: “We’re turning to crowdfunding to realize our dreams of providing delicious food while seeing our culture represented and celebrated in America.” For more information, visit www.homiah.com.

About Homiah

Homiah aims to diversify dinner through its spice kits and relishes that help consumer make iconic Southeast Asian dishes at home. In line with their commitment to be socially conscious and transparent about sourcing, Homiah’s two women founders work directly and fairly with small Southeast Asian farmers and producers. For more information, visit www.homiah.com.

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