For Sana Javeri Kadri, queerness and business ownership go hand in hand. As the founder of Diaspora Spice Co., she’s not just selling vibrant, single-origin spices—she’s building a radically transparent supply chain that puts equity, flavor, and sustainability first.
“Our commitment to equality is rooted in us being an LGBTQ+ company,” said Kadri, who launched the company in 2017, just two years out of college. “We’re reimagining a more equitable, delicious, and climate-resilient spice trade.”
The idea began with a golden milk latte. In 2016, turmeric was everywhere, but Kadri—who grew up in Mumbai—found the taste flat and lifeless. Determined to find better, she flew to India and met a farmer cultivating brilliantly aromatic turmeric. That one trip became the seed for a multi-million-dollar business, now offering more than 30 single-origin spices and freshly milled blends.
Today, Diaspora partners with more than 150 regenerative family farms across South Asia, paying farmers up to six times the commodity rate. The spices, said Kadri, are fresher, bolder and full of the stories of the families who grow them. Every tin lists its harvest and mill date, and each product is grown sustainably and lab-tested for quality.
Diaspora’s community-first ethos shows up in everything from packaging redesigns driven by customer feedback to in-person events hosted over spice-laced snacks and drinks. That same spirit of openness extends to their Amazon presence.
Because transparency is important to her, Kadri said she values how Amazon A+ Content—which allows sellers to enhance product pages with immersive visuals and rich media—has helped Diaspora share its mission and impact.
“Tools like A+ Content let us showcase our values in a deeper, more visual way,” she said.
That visibility has helped Diaspora grow a loyal base of customers who care about both flavor and fairness. As the company has grown, so has its impact: Diaspora paid over $2.1 million to its farm partners to date.
And there’s more to come. Kadri is gearing up for a new chapter, complete with product launches, a refreshed look, and Diaspora’s first cookbook.
“We’re not just here to sell spices,” said Kadri. “We’re here to build a better, fairer food system—while sparking joy in pantries across the country.”