Episode 232: Ibraheem Basir of A Dozen Cousins on Not Sacrificing Values for Growth
In business, we often feel that we might have to compromise on our values to see our brands grow. But on the Food Biz Wiz podcast, we want to highlight how you can still grow your brand AND center your values. That’s why in today’s Original Recipe episode, we are excitedly revisiting our episode with Ibraheem Basir, the CEO and founder of A Dozen Cousins. A Dozen Cousins produces delicious packaged beans, rices, and sauces inspired by Black and Latino recipes from throughout the Americas.
Ibraheem shares how he continues to emphasize being a values-centered company AND growing A Dozen Cousins into a national, retail-first brand. Tune in to hear him and Alli discuss…
🫘 Why retail was where he focused first, instead of D2C
🫘 What values A Dozen Cousins stands for and how they weave them into their work
🫘 Their process for hiring diverse, values-aligned team members and building team culture
As Alli has mentioned, we want to connect further with you, our Food Biz Wiz listeners! We want to know: which piece of Ibraheem’s experience or wisdom inspired you the most for your brand?
📨 DM and tag the Food Biz Wiz team on Instagram or LinkedIn here!
We mentioned LOTS of resources in this episode. Find them below!
📣 Project Potluck, the mailing list and online community for CPG food founders of color
📣 Episode 166 of the Food Biz Wiz Podcast with Kathleen Casanova, the director of Project Potluck, and Cynthia Billops, the VP of Operations, Membership & Belonging at One Step Closer & J.E.D.I Collaborative
📣 Naturally Network, the network to support conscious business practices in the natural products industry
MEET IBRAHEEM BASIR OF A DOZEN COUSINS:
Ibraheem Basir is the founder and CEO of A Dozen Cousins, a natural food brand making beans, rice, sauces, and more inspired by traditional Creole, Caribbean and Latin American dishes. The brand is influenced by Basir’s childhood spent in the culinary melting pot of Brooklyn and is named after his daughter and her 11 cousins.
Basir grew up in a big family where food was the center of all celebrations and gatherings. A Dozen Cousins was born from the comforting, flavorful recipes he grew up eating with his family after he noticed a gap in the market for authentic cultural foods that were also nutritious. The brand’s flagship beans have become the #1 item in their category on Amazon and are sold nationwide at retailers including Whole Foods, Sprouts, Target and more.
Prior to founding A Dozen Cousins, Basir served as Associate Marketing Manager at General Mills where he was first introduced to the natural product world while working on brands like Larabar. His growing passion for the industry led him to join Annie’s Organic as Marketing Manager. In this role, Basir fell in love with the brand’s mission and was instrumental in leading new product innovation.
Find A Dozen Cousins on their site here or on Instagram! You can also find Ibraheem on his LinkedIn here.
SPONSORED BY: OUR MINI REORDER CHECKLIST!
This episode is sponsored by our mini Reorder Checklist! In line with growing your brand through multiple tactics, this checklist is a list of ways to onboard a new retailer so that you’re more likely to sell off those shelves and receive reorders. You can find our simplified version at the link here OR, if you’re a Retail Ready® student, you can find the longform version and training directly within our course platform!