How Claire Cheney Sparked a Sustainable Spice Revolution: The Power of Brand Storytelling
From the products we buy to the stories behind them, how a brand connects with consumers can drive meaningful change.
At our first WeLearn workshop of the semester, we had the pleasure of hearing from Claire Cheney, founder of Curio Spice Company. Claire’s journey is rooted in curiosity and a passion for sustainability. With degrees in Environmental Studies and English, her path took a turn when she traveled to Northern Greece, where she learned the art of saffron picking.
This hands-on experience sparked her interest in the global origins of spices, leading her to found Curio in 2015 — a brand that sources prices directly from small farmers worldwide.
“Use your business for the force of good.” — Claire Cheney
From the start, Claire’s mission was clear: build a sustainable brand with a real impact. During the workshop, she posed an important question to the audience: What does it mean to be sustainable? The discussion centered on two key themes — committing to the long term and using resources responsibly to preserve them for future generations.
When it comes to marketing products as sustainable, Claire cautioned attendees about the dangers of misleading marketing, known as greenwashing, where products are falsely advertised as sustainable. This is true in both the food industry and cosmetics.
She explained that third-party verifiers, such as the Yuka app, and certifications like B-corp status can help ensure transparency.
Claire shed light on the rigorous process of becoming B-corp certified. Achieving B-corp certification requires companies to meet rigorous standards of accountability and sustainability — an ongoing commitment rather than a one-time badge of honor. This process ensures that once a company earns enough points to achieve B-corp status, it is held to that standard of sustainability.
For the second portion of the event, Claire delved into the art of brand storytelling. To give attendees an understanding of telling a story, she projected a photo of tea and asked the audience to make up a story for the product. How does the image make us feel? What story does this product tell?
“All the storytelling is boiled down to communicating the message clearly and properly telling the story of a brand” — Claire Cheney
Claire emphasized the importance of queuing emotions to resonate with consumers. In the tea example, the rich, aromatic rose petals suggest a soothing experience, while the well-loved book evokes feelings of warmth and comfort. Together, these sensory details paint a picture of relaxation and quiet moments, likely appealing to a feminine and introspective audience.
By weaving sensory cues and emotional touchpoints into a product’s story, Claire showed us how even something as simple as a cup of tea can become a compelling narrative, building lasting connections with customers.
So, what makes a good story?
- Knowing your audience — Understand who you are targeting and avoid limiting your approach to just one demographic.
- Set the scene — Use visual and emotional props to immerse your audience in the world of your product.
- Engage with sensory details — Go beyond visuals. Think about how your product smells, feels and evokes emotion.
- Make people care — Tap into emotions, nostalgia, and humanity to make your product stand out.
- Be unique — Avoid clichés and generic messaging. Authenticity is key.
“Understanding the relationships we form as women, that is a powerful tool to use in business, as we learn how to navigate it and use it wisely in storytelling”
— Claire Cheney
Claire concluded the workshop with a powerful video that illustrated the heart and soul of Curio Spice Company, showing the spices’ journey and the stories of the farmers behind them. For Claire, Curio isn’t just a store; rather, it’s a platform to channel her inner creativity, connect with communities worldwide, and positively impact the environment.
Are you curious to learn more about Curio? Check out some of the articles below, or visit one of their Cambridge locations. If this workshop piqued your interest, follow us on Instagram @northeasternwise for updates on our future WeLearn events.
— The WeLearn Team 💚
