From Childhood Staple to Grocery Store Favorite: Terranean Herbs & Spices

Founder Tina Chamoun with Jehona, packaging za'atar to get ready to ship
Tina and Jehona prepare za'atar to ship to an e-commerce customer.

Terranean Herbs & Spices brought Lebanese flavors to the forefront.

I never thought I’d be able to tour Jasmine Bakery. I grew up going to Aladdin’s on an almost monthly basis, and the pita bread there was a family favorite—especially for my brother, who was the pickiest eater out of all of us. We’d bring a bag home, and it would disappear in about a day. Then our parents would “happen to be in the area” and grab another bag as a treat.

On this tour, led by Terranean Herbs & Spices founder Tina Chamoun, I found out that the drawing on the bag is of her mother-in-law. That trivia fact would have been exciting on its own for my family, but the tour overall was packed with incredible stories.

Founder Tina Chamoun with Jehona, packaging za'atar to get ready to ship
Tina and Jehona prepare za’atar to ship to an e-commerce customer.

The Middle Eastern Spices Trend of 2024

Za’atar is one of my favorite seasonings, so I’m glad people are starting to catch on. The pandemic pushed folks to experiment more with cooking and to purchase products that shook up their meals a bit. With Terranean Herbs & Spices launching just before COVID, Tina has seen how interest has grown over the past four and a half years. “I want to provide consumers with the same types of products that I grew up enjoying with my family, the very same quality and type of product that I offer my own children,” she says.

The result of that passion is a bevy of incredible products, including her newest launch: Sea Salt Pita Chips. The pita is authentic to Lebanon—a thinner, softer bread that makes for a snappier, textured chip. 

Spicy za'atar pita chips, za'atar pita chips, and sea salt pita chips on a shelf alongside a package of Terranean's za'atar spice blend
All the Terranean Herbs & Spices pita chips flavors: spicy za’atar, za’atar, and sea salt

The seasonings come right from the source as well. The sea salt is harvested from the Mediterranean Sea in Anfeh then dried outside to retain its minerals. And the za’atar blend uses true za’atar herb while others might use oregano, thyme, and marjoram to imitate the flavor. Za’atar always has sumac incorporated, which is one of the reasons I love it. Sumac’s bright, lemony flavor works well with roasted vegetables like cauliflower.

Leading the Way with the Terranean Team

A team member packaging za'atar bottles to be shippedTina’s team of all women, including Souhaira, Reem, Jehona, and others, have all emigrated to Northeast Ohio. “It’s important for me to be able to provide a supportive environment where my team feels understood and respected,” Tina reflects. Seeing their camaraderie firsthand was fun to watch, as they packaged up orders to be shipped to stores like Heinen’s and Lucky’s as well as directly to customers.

Terranean’s herbs and spices are used on fresh products as well, like Jasmine Bakery’s za’atar and cheese pie, which you can pick up there. The flatbread is buttery; soft and crunchy at the same time (similar to Khachapuri); and the perfect vehicle for the akkawi cheese. The taste of the cheese is somewhat similar to feta, but it’s a bit milder and a little creamier—definitely worth trying if you never have before. This dish, called manakish, is a defining childhood dish for Tina, who sticks closely to her experiences, family, and cultural traditions when developing new products.

Women Taking Charge of the CPG Industry

A team member blending Terranean Herbs & Spices za'atarCEOs have always skewed male, and the CPG industry is no different, with 23% of C-suite roles at top CPG companies held by women. But the number of women-owned businesses overall is rising, now representing about 40% of all U.S. businesses. “I think now more than ever there are support groups out there and a solid network of other women in CPG,” Tina explains. “I am forever grateful to the people I was able to turn to those first couple years in business and continue to reach out to for advice.” 

Starting a food or beverage brand is a lengthy process, but there’s so much out there for new-to-the-industry innovators with a great product idea. Tina recommends, “Find your support network and become a part of it; utilize the resources you have provided to you; and then pay it forward!”