Global Flavors at Home:

One path for more exotic ingredients to find their way onto shelves in America starts with the need and grows as the flavors become interesting and familiar to consumers. Huma Siddiqui, author of Jasmine in Her Hair and owner of White Jasmine, a company that celebrates Pakistani culture through cooking classes, a line of teas and spices and accessories, wanted to bring the foods of her homeland of Pakistan to her new home in Madison, Wis., when she moved there nine years ago. Siddiqui recalls, “ The need for spices was so great for me. It was hard to find the quality I was used to in Pakistan.

By creating her own line, she solved sourcing problems and created a niche market. Siddiqui felt the flavors and aromas of Pakistani food would appeal to Americans. Pakistani food is easier to prepare than Indian food, which is widely accepted in restaurants but complex to cook at home. Siddiqui says, “It doesn’t take a lot of spice to make; it is layering of flavors. And you don’t have to spend hours in the kitchen.