June 12, 2025 • 17 mins
Our Father’s Day episode: A Dozen Cousins founder, Ibraheem Basir, shares the touching story behind his company's name - a tribute to his firstborn child, the twelfth cousin in the family. Join CEO Jason Buechel as he sits down with this Los Angeles-based father, who fondly recollects childhood cookouts in Brooklyn. This episode offers a unique blend of family values, culinary passion, and business acumen. Discover how Ibraheem's heritage and experiences shaped his approach to creating culturally inspired, healthier food options. Their conversation delves into:
- The entrepreneurial mindset: Seeking problems as opportunities
- How Ibraheem's personal wellness journey sparked product innovations
- A Dozen Cousins' retail journey and the growing popularity of global cuisines
Did you enjoy listening to this episode? Don’t forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jason (00:00):
Where did the name a dozen cousins come from?
Ibraheem (00:01):
So it was very literal. Um, when my first daughter was born, I had 11 nieces and
nephews, and so she was the 12th cousin. Um, and I knew I wanted a name that that signified
family that represented again, that, that feeling of just culture and connectivity. And so I
remember I was in the car with my wife and one of my sisters, and we were just spit balling
names and someone said A dozen cousins. And the car went like dead silent. For like 30
seconds, we were all doing the mental math, adding up all the kids' names. We're like, yep, it
works. And, and you know, once we, once we said it that day, literally it's been the name of the
brand. Ever since.
Jason (00:09):
I love that we knew.
Ibraheem (00:10):
We knew it was the one.
Jason (00:11):
Welcome to Beyond the Board, where we break bed with some of the most interesting
industry leaders. I'm Jason Buechel of Whole Foods Market, and I'm honored to host in-depth
conversations with some of the most innovative and impactful leaders in the food industry
today, we welcome. Ibraheem Basir, founder and CEO of a dozen cousins from his Brooklyn
upbringing, steeped in family potluck gatherings to his personal health journey and
breakthrough experiments in his own kitchen. Ibraheem developed a brand that delivers
authentic culture, inspired natural foods for busy families with innovative nutrient-dense
products like bone broth, rice, and Cuban black beans. A dozen cousins is redefining what it
means. To cook healthy, flavorful meals. It's great to have you with us today, Ibraheem. Um, tell
me what we are gonna be sampling.
Ibraheem (00:21):
Yeah, so this is one of our, um, fastest growing items. It's a line of rices that are
cooked in bone broth. Um, so instead of using water, we use real chicken broth. They have
seven grams of protein, a few grams of collagen. Um, and you're gonna try our classic chicken
broth flavor.
Jason (00:25):
Hmm. This is really good. Thank you. What made, what made you think of this product?
Ibraheem (00:26):
Yeah, you know, something that we cooked in our house, just kind of organically, you
know, we use chicken stock or chicken broth to cook our rice. It gives it a little bit of extra flavor
and so once I started the company, it was something that I realized also had this really cool
nutritional profile, right? You know, if you use a, a protein rich broth, it allows you to get a
nutrition profile in rice. That's not really common. You know, most rice is. Empty starch, lot of
1
carbs. Uh, here we're able, again to deliver seven grams of protein. So it ended up working out
really well.
Jason (00:34):
And just a few ingredients and, and so delicious.
Ibraheem (00:35):
Thank you. Yeah. We, we try to focus on really pantry friendly, easy ingredient
statements, things that you would kind of recognize from your own kitchen. Yeah. That's great.
Jason (00:37):
Um, Ibraheem, you, your journey began in Brooklyn, uh, surrounded by family gatherings
and home cooked meals that celebrated rich, uh, culinary traditions. I heard your dad was an
entrepreneur and owned a grocery store. How did those early experiences shape your vision for
a dozen cousins?
Ibraheem (00:41):
Yeah, so there's kind of, you know, two threads within that. My father was an
entrepreneur, as you mentioned, and he owned tons of different businesses throughout my
childhood, you know, every few years as, as maybe one business winded down, he'd come up
with a new idea and start something new. And so I always had that spirit of entrepreneurialism
kind of within me and my family. And so I, I spent a lot of my adult life just. Looking for
problems, right? What were, what were things that there were opportunities or where there
was an unmet need. Um, and then the, the other half of that is just this love for food and
culture that has really been with me, again, rooted in family, rooted in the, in the communities I
grew up with. And so a dozen cousins is very much kind of the merger of those two things,
right? This kind of entrepreneurial enterprise that comes out of a love for food and culture.
Jason (00:51):
That's great. Where did the name a dozen cousins come from?
Ibraheem (00:52):
So it was very literal. Um, when my first daughter was born, I had 11 nieces and
nephews, and so she was the 12th cousin. Um, and I knew I wanted a name that that signified
family that represented again, that, that feeling of just culture and connectivity. And so I
remember I was in the car with my wife and one of my sisters, and we were just spit balling
names and someone said A dozen cousins. And the car went like dead silent. For like 30
seconds, we were all doing the mental math, adding up all the kids' names. We're like, yep, it
works. And, and you know, once we, once we said it that day, literally it's been the name of the
brand ever since.
Jason (01:00):
I love that.
Ibraheem (01:01):
We knew, we knew it was the one that, that's so great.
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Jason (01:03):
I'm actually the 12th cousin on my dad's side.
Ibraheem (01:04):
Very cool. So, yeah. Very cool.
Jason (01:05):
Uh, I understand that you saw this tension between authentic, uh, culinary cuisine and
natural clean and organic products, which is really what motivated you to create your own, uh,
CPG line. Uh, what lessons did you learn from your earlier career at General Mills and Annie's
that were pivotal in launching your very own brand?
Ibraheem (01:09):
Yeah. So, you know, as you mentioned, I started my career at General Mills. I was a
brand manager and, and had the, the opportunity to launch probably over a dozen new items
into the market, right? And so in the course of doing that, you get to learn about looking at a
category, identifying white space, uh, creating a product that fills that need. Uh, designing a
packaging that communicates those points of benefit, right? So like, it, it's, it is in some ways a
very logical process in terms of how you create, I think, good innovation. Um, and so I credit
General Mills a lot for, for helping to teach me that. Um, and then on the Annie side, you know,
that to me is still one of the best mission driven businesses that I've ever got to interact with.
You know, they had such a clear vision for the world, the role they wanted to play in it, the types
of things the brand would do, the types of things the brand wouldn't do. And so. That
experience helped me to really form, I think, a really clear mission for our company and, and
values to go along with it.
Jason (01:21):
That's, that's great. Strategic partnerships are so important, uh, for any growing BA
brand. Sort of what was, you know, how did your relationship come together with Whole Foods
Market and what impact, um, as it had on sort of your growth.
Ibraheem (01:24):
Yeah. First of all, I have a lot of love for Whole Foods. You know, you guys were the
first national retailer to, to carry our products, and, and it's now been a six year relationship.
And so, you know, I'll start just with gratitude and, and saying thank you, um, in terms of our
path into the market, it was, it was really interesting because, and any entrepreneur can, can
relate to this. You are shooting so many different shots, right? So like I would send samples to
the regional buyer, the global buyer. People in business development, you know, I come to trade
shows, et cetera. Um, and there are two quick anecdotes I'll share. One that head of business
development, who I sent these white plain pouches to, he actually took them to my category
buyer and, and gave her the samples. Then that buyer posted on LinkedIn like, Hey, I'm gonna
be at Expo East. This is 2018. You know, if there's any brands in the vegetables and beans
category, whatever, drop me a line. This is Christina Pearson, so shout out to Christina if she's, if
3
she's hearing this. Um, and that ended up being, you know, our path in. She came to the show,
came and spent 20, 30 minutes at our booth. Um, I think really understood what we were trying
to do as a brand, and it's been kind of history from there.
Jason (01:39):
That's, that's so cool. I love, love hearing stories, uh, like that. Your goal in creating a
dozen cousins was to find a way to offer authentic culture inspired foods that are easy and
convenient to cook for busy families, all while having clean, natural ingredients. Achieving all of
these goals is tough to do. How are you able to do it?
Ibraheem (01:43):
Yeah. You know, it's a great question for, for our brand, we really try to root
everything we do in like home cooking, right? Like, if you just think about the way that my
mother cooked, the way probably our grandparents cooked, they did all those things very
effortlessly, right? They were using whole ingredients, whether it was, you know, fruits,
vegetables, whole protein, flowers, right? Like, um, we try to just emulate that spirit, right? So
for us, we don't think about health and wellness as this very. Technological pursuit where we
need new things or crazy new innovation. It's more like, Hey, how do we focus on the
foundational great ingredients that have been around for decades, if not centuries? And just put
it in the convenient, you know, convenient format. Right? So if you think about the ingredients
we use, onions, peppers, beans, tomatoes, bone broth, these are not super complicated
ingredients. I think the thing that makes our brand special is that we didn't add a lot of extra
stuff to it, right? We kind of keep it simple and, and as it is.
Jason (01:55):
Yeah. That's great. Did you have any sort of challenges, um, that showed up with
customers when you first launched, or things that you had to sort of work through based upon
what they were expecting and what you were bringing to market?
Ibraheem (01:58):
For sure. You know, we, we started first, um, approaching retailers in 2018, and so at
that time, you know, global foods was still seen in many ways as kind of niche, right? It was like,
Hey, is there. Is there a market for Cuban black beans in a nationwide setting? Right. And I think
the world has changed so much in the last six years. Even if, obviously you just walk the floor
expo, like, you know, when we started, maybe there were five or 10 brands like us and, and you
know, now there's probably over a hundred brands that are pulling their own regional cuisine
and cleaning up the ingredients and presenting it in a different way. Um, and so for sure there
was some headwinds at first, but it's really cool to see now that. I think a lot of retailers
embrace global cuisine and regional flavors as, as really drivers of growth.
Jason (02:07):
We both came from large families with lots of siblings. Um, I love to cook, uh, for my
nephews and my family whenever we're together, especially during the holidays. Um, but I hate
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all of the prep time that comes along, especially when you're rushed during those busy times.
Uh, what I love about your line is the intention to make clean, authentic flavors, uh, easy to
prepare. Can you tell me, uh, how you source your ingredients? For your, you know, for your
seasonings that don't require, um, long marinade times, but still pack the flavor.
Ibraheem (02:14):
Yeah. So our seasoning sauce is a, a great, great example because to your point, I also
love to cook. Um, marinades are so frustrating to me 'cause I'm never prepared a day in
advance. Right? Like, I'm not defrosting meat and marinating it and letting it sit overnight. Like it
all seems like too much prep. Right? And so we designed the sauces specifically so that. You
could take thawed meat, coat it with our product, put it straight in the air fryer or on a grill, and
still have a good taste. Um, and so, you know, there are some choices that we make to make
that happen, right? Like, I think using coarser ground spices so that they kind of hold onto the
meat a little easier and they don't just fall off the side. Um, having that right brand of blend,
excuse me, of acidity. So, you know, we use. Vinegars and orange juices and some of those
things that kind of help the seasoning, penetrate the meat. And so, um, the product was really
built from the ground up with that insight in mind, which is, how can you help people go from
zero to complete meal in, you know, 20 or 30 minutes?
Jason (02:26):
Yeah. Well, I have to say from my own experience, they're, they're outstanding and thank
you. Great way to save time. But, uh, you're not compromising on the taste or flavor
whatsoever. Your personal health journey played a pivotal role in your innovation. Including
some experimenting in your own home kitchen. Uh, can you share the story behind the creation
of your bone broth rice and what innovation, uh, means it means to you personally?
Ibraheem (02:31):
Yeah. You know, we spoke about this a little bit at the outset, but like, I'm, I'm, I am
an active cook. I'm always trying different things. You know, in the case of bone broth, probably
the first time we made it at home. Our focus was really on flavor, right? We were like, Hey, is
there a way that we could get this rice seasoned up a little bit without a ton of work? And so we
started using different chicken broths and different broths in the rice to kind of get that flavor.
Um, and again, it wasn't until later that I started to put the pieces together around, Hey, this is
actually probably higher in protein. We should get this, we should test the numbers on this,
right? And, and, and kind of looking at it more from that angle. But yeah, that, that's how that
specific product came to life. And I would say in general, like as it relates to my journey. I'm
always trying to find things that taste really good, that are still healthful for me. Like I just, I
don't candidly have the discipline to eat nasty food, um, for the sake of health, right? To me, I'm
always looking for things that kind of hit that intersection. And so if you taste our products,
hopefully that comes through, right? Like we really lean in in terms of flavor and seasoning, and
we don't want people to feel like they're compromising.
5
Jason (02:46):
Uh, your personal health journey played a pivotal role, uh, in your innovation, including
some experimentation in your own home kitchen. What are some of the ways that you sort of
help prepare and sort of like what are the ways that you sort of bring about in helping discover
what might be a new product or new flavors or, or how do you sort of, uh, work through that
process?
Ibraheem (02:51):
Yeah. For me, I love to try to, um, almost crowdsource a little bit, right? Like
obviously we could all just walk around a supermarket and see what's there, but for me it's like.
I like to go to restaurants, right? I like to, um, shop while I'm traveling. So when I'm in other
countries, a lot of times I'll be inspired by products that are very prevalent in another region,
but that don't yet exist in the us. Um, I spend a decent amount of time on social media just
looking at recipes and how are, um, chefs and, and recipe creators playing with food and playing
with ingredients. And sometimes in doing that you start to see the, like the, the dots connect a
little bit. And so that's, that's one of the ways that I love to try and be inspired.
Jason (02:59):
Yeah, that's great. Um, a recent study that, uh, Whole Foods Market conducted revealed
that 70% of Gen Z, customers support sustainable agricultural practices. Additionally, 55% are
willing to pay more for environmentally sustainable products with the food industry shifting
towards more healthy, conscious and sustainable options. Where do you see a dozen cousins in
the future? And what role, uh, do you hope that the brand is gonna play?
Ibraheem (03:04):
Yeah, you know, we've, we've kind of established two pillars in this area, right? One is
around non GMO, so you know, all of our ingredients are non GMO, um, project verified. Um,
and that's important to us. I think, um, you know, there's a lot of good debate going on about
the, the relative dangers and benefits of GMO foods, and I think, you know, informed
consumers should, should do their reading and engage in it. You know, our stance is we don't
want to play in that space. We want to, you know, use non-genetically, you know, modified
ingredients. And then the second one for us is to just try and keep things as simple and as
pantry friendly as possible. And I know sometimes that can become a buzzword, but you know,
my belief is onions and garlic and peppers, these are some of the most flavorful, um, best
ingredients to cook with. Like, we don't need, an alternative to them, right? We just need to
find ways to, um, package them and prepare them in ways that are convenient. And so tho
those are really our, our pillars when it comes to ingredient quality. Yeah.
Jason (03:16):
That's great. Well, I've got a lightning round. Are you ready for that?
Ibraheem (03:17):
Let's do it.
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Jason (03:19):
All right. This has been so interesting, uh, so far. Looking forward just to see what your
answers to these questions are. What is your signature dish for family potlucks?
Ibraheem (03:21):
Cornbread stuffing. Hmm.
Jason (03:22):
Delicious. Was a childhood food memory that still inspires you today?
Ibraheem (03:23):
Um, it was, it was actually a somewhat negative memory. I got in trouble on Saturday
mornings. I would wake up and make like french toast and pancakes and omelets and I wasn't
supposed to be using the stove, right. I was supposed to just make a bowl of cereal and watch
my cartoons. Um, and I can vividly remember one Saturday, me getting in trouble with my
mother. But I always come back to this, um, this memory as just a reminder. Of how much I love
food and, and how much this kind of culinary journey I've been on. So I know that wasn't a
lightning answer, but I love, I love the question.
Jason (03:30):
That was, that was outstanding nonetheless. Love it. Where do you, uh, travel to for
inspiration?
Ibraheem (03:32):
Uh, man, recently I've, I've spent a decent amount of time in, in Asia and the, like,
the Philippines and, um, have done just a lot of shopping and eating there. Not necessarily
related to our brand, but um, I've still found myself very inspired by the foods there.
Jason (03:35):
That's great. Los Angeles or New York?
Ibraheem (03:36):
Whew, man. LA But that's a close call. Born in Brooklyn, live in LA now. I feel like the
beach and the weather are tiebreakers though.
Jason (03:38):
Okay. What's for dinner tonight?
Ibraheem (03:39):
Oh, man. I'm going to one of my favorite restaurants in Anaheim. I'm gonna have, uh,
a roasted chicken, uh, with some garlic sauce and rice.
Jason (03:41):
Ooh, outstanding. What's a daily habit that keeps you grounded?
Ibraheem (03:42):
Uh, I walk on the beach every morning. Um, sounds like a cliche, but I, I do truly do it.
Um, probably about 60 or 90 minutes every morning. It helps me clear my head and just get
ready for the day in front of me.
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Jason (03:46):
What a great way to start the day. What's next for a dozen cousins?
Ibraheem (03:47):
Just continue to grow and, and introduce the brand to more people. You know, we're,
we're still very much in, in our infancy as a, as a brand, and so a lot of what we're focused on
month over month is just how do we continue to introduce the products to more people and,
and get them to try it.
Jason (03:51):
Well thanks so much for joining us today, Ibraheem, and thanks for sharing a dozen
cousins with our listeners. Uh, I enjoyed going beyond the board in our conversation and
appreciate your dedication to the future of food.
Ibraheem (03:54):
Thank you for having me.
Jason (03:55):
Thank you so much.
Ibraheem (03:56):
Thank you for having me. It was a great conversation.
Jason (03:57):
Through a dozen cousins, Ibraheem Basier is redefining the natural foods landscape by
merging authentic, culturally inspired cuisine with clean, natural ingredients as delicious
creations and authentic flavors and natural ingredients are setting new standards for
convenience and quality in the food industry. Thank you for tuning in to beyond the board
where we highlight the people and products shaping the future of food. Until next time, let's
keep supporting brands like a dozen cousins that bring innovation and authenticity to our
tables.
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Where did the name a dozen cousins come from?
Ibraheem (00:01):
So it was very literal. Um, when my first daughter was born, I had 11 nieces and
nephews, and so she was the 12th cousin. Um, and I knew I wanted a name that that signified
family that represented again, that, that feeling of just culture and connectivity. And so I
remember I was in the car with my wife and one of my sisters, and we were just spit balling
names and someone said A dozen cousins. And the car went like dead silent. For like 30
seconds, we were all doing the mental math, adding up all the kids' names. We're like, yep, it
works. And, and you know, once we, once we said it that day, literally it's been the name of the
brand. Ever since.
Jason (00:09):
I love that we knew.
Ibraheem (00:10):
We knew it was the one.
Jason (00:11):
Welcome to Beyond the Board, where we break bed with some of the most interesting
industry leaders. I'm Jason Buechel of Whole Foods Market, and I'm honored to host in-depth
conversations with some of the most innovative and impactful leaders in the food industry
today, we welcome. Ibraheem Basir, founder and CEO of a dozen cousins from his Brooklyn
upbringing, steeped in family potluck gatherings to his personal health journey and
breakthrough experiments in his own kitchen. Ibraheem developed a brand that delivers
authentic culture, inspired natural foods for busy families with innovative nutrient-dense
products like bone broth, rice, and Cuban black beans. A dozen cousins is redefining what it
means. To cook healthy, flavorful meals. It's great to have you with us today, Ibraheem. Um, tell
me what we are gonna be sampling.
Ibraheem (00:21):
Yeah, so this is one of our, um, fastest growing items. It's a line of rices that are
cooked in bone broth. Um, so instead of using water, we use real chicken broth. They have
seven grams of protein, a few grams of collagen. Um, and you're gonna try our classic chicken
broth flavor.
Jason (00:25):
Hmm. This is really good. Thank you. What made, what made you think of this product?
Ibraheem (00:26):
Yeah, you know, something that we cooked in our house, just kind of organically, you
know, we use chicken stock or chicken broth to cook our rice. It gives it a little bit of extra flavor
and so once I started the company, it was something that I realized also had this really cool
nutritional profile, right? You know, if you use a, a protein rich broth, it allows you to get a
nutrition profile in rice. That's not really common. You know, most rice is. Empty starch, lot of
1
carbs. Uh, here we're able, again to deliver seven grams of protein. So it ended up working out
really well.
Jason (00:34):
And just a few ingredients and, and so delicious.
Ibraheem (00:35):
Thank you. Yeah. We, we try to focus on really pantry friendly, easy ingredient
statements, things that you would kind of recognize from your own kitchen. Yeah. That's great.
Jason (00:37):
Um, Ibraheem, you, your journey began in Brooklyn, uh, surrounded by family gatherings
and home cooked meals that celebrated rich, uh, culinary traditions. I heard your dad was an
entrepreneur and owned a grocery store. How did those early experiences shape your vision for
a dozen cousins?
Ibraheem (00:41):
Yeah, so there's kind of, you know, two threads within that. My father was an
entrepreneur, as you mentioned, and he owned tons of different businesses throughout my
childhood, you know, every few years as, as maybe one business winded down, he'd come up
with a new idea and start something new. And so I always had that spirit of entrepreneurialism
kind of within me and my family. And so I, I spent a lot of my adult life just. Looking for
problems, right? What were, what were things that there were opportunities or where there
was an unmet need. Um, and then the, the other half of that is just this love for food and
culture that has really been with me, again, rooted in family, rooted in the, in the communities I
grew up with. And so a dozen cousins is very much kind of the merger of those two things,
right? This kind of entrepreneurial enterprise that comes out of a love for food and culture.
Jason (00:51):
That's great. Where did the name a dozen cousins come from?
Ibraheem (00:52):
So it was very literal. Um, when my first daughter was born, I had 11 nieces and
nephews, and so she was the 12th cousin. Um, and I knew I wanted a name that that signified
family that represented again, that, that feeling of just culture and connectivity. And so I
remember I was in the car with my wife and one of my sisters, and we were just spit balling
names and someone said A dozen cousins. And the car went like dead silent. For like 30
seconds, we were all doing the mental math, adding up all the kids' names. We're like, yep, it
works. And, and you know, once we, once we said it that day, literally it's been the name of the
brand ever since.
Jason (01:00):
I love that.
Ibraheem (01:01):
We knew, we knew it was the one that, that's so great.
2
Jason (01:03):
I'm actually the 12th cousin on my dad's side.
Ibraheem (01:04):
Very cool. So, yeah. Very cool.
Jason (01:05):
Uh, I understand that you saw this tension between authentic, uh, culinary cuisine and
natural clean and organic products, which is really what motivated you to create your own, uh,
CPG line. Uh, what lessons did you learn from your earlier career at General Mills and Annie's
that were pivotal in launching your very own brand?
Ibraheem (01:09):
Yeah. So, you know, as you mentioned, I started my career at General Mills. I was a
brand manager and, and had the, the opportunity to launch probably over a dozen new items
into the market, right? And so in the course of doing that, you get to learn about looking at a
category, identifying white space, uh, creating a product that fills that need. Uh, designing a
packaging that communicates those points of benefit, right? So like, it, it's, it is in some ways a
very logical process in terms of how you create, I think, good innovation. Um, and so I credit
General Mills a lot for, for helping to teach me that. Um, and then on the Annie side, you know,
that to me is still one of the best mission driven businesses that I've ever got to interact with.
You know, they had such a clear vision for the world, the role they wanted to play in it, the types
of things the brand would do, the types of things the brand wouldn't do. And so. That
experience helped me to really form, I think, a really clear mission for our company and, and
values to go along with it.
Jason (01:21):
That's, that's great. Strategic partnerships are so important, uh, for any growing BA
brand. Sort of what was, you know, how did your relationship come together with Whole Foods
Market and what impact, um, as it had on sort of your growth.
Ibraheem (01:24):
Yeah. First of all, I have a lot of love for Whole Foods. You know, you guys were the
first national retailer to, to carry our products, and, and it's now been a six year relationship.
And so, you know, I'll start just with gratitude and, and saying thank you, um, in terms of our
path into the market, it was, it was really interesting because, and any entrepreneur can, can
relate to this. You are shooting so many different shots, right? So like I would send samples to
the regional buyer, the global buyer. People in business development, you know, I come to trade
shows, et cetera. Um, and there are two quick anecdotes I'll share. One that head of business
development, who I sent these white plain pouches to, he actually took them to my category
buyer and, and gave her the samples. Then that buyer posted on LinkedIn like, Hey, I'm gonna
be at Expo East. This is 2018. You know, if there's any brands in the vegetables and beans
category, whatever, drop me a line. This is Christina Pearson, so shout out to Christina if she's, if
3
she's hearing this. Um, and that ended up being, you know, our path in. She came to the show,
came and spent 20, 30 minutes at our booth. Um, I think really understood what we were trying
to do as a brand, and it's been kind of history from there.
Jason (01:39):
That's, that's so cool. I love, love hearing stories, uh, like that. Your goal in creating a
dozen cousins was to find a way to offer authentic culture inspired foods that are easy and
convenient to cook for busy families, all while having clean, natural ingredients. Achieving all of
these goals is tough to do. How are you able to do it?
Ibraheem (01:43):
Yeah. You know, it's a great question for, for our brand, we really try to root
everything we do in like home cooking, right? Like, if you just think about the way that my
mother cooked, the way probably our grandparents cooked, they did all those things very
effortlessly, right? They were using whole ingredients, whether it was, you know, fruits,
vegetables, whole protein, flowers, right? Like, um, we try to just emulate that spirit, right? So
for us, we don't think about health and wellness as this very. Technological pursuit where we
need new things or crazy new innovation. It's more like, Hey, how do we focus on the
foundational great ingredients that have been around for decades, if not centuries? And just put
it in the convenient, you know, convenient format. Right? So if you think about the ingredients
we use, onions, peppers, beans, tomatoes, bone broth, these are not super complicated
ingredients. I think the thing that makes our brand special is that we didn't add a lot of extra
stuff to it, right? We kind of keep it simple and, and as it is.
Jason (01:55):
Yeah. That's great. Did you have any sort of challenges, um, that showed up with
customers when you first launched, or things that you had to sort of work through based upon
what they were expecting and what you were bringing to market?
Ibraheem (01:58):
For sure. You know, we, we started first, um, approaching retailers in 2018, and so at
that time, you know, global foods was still seen in many ways as kind of niche, right? It was like,
Hey, is there. Is there a market for Cuban black beans in a nationwide setting? Right. And I think
the world has changed so much in the last six years. Even if, obviously you just walk the floor
expo, like, you know, when we started, maybe there were five or 10 brands like us and, and you
know, now there's probably over a hundred brands that are pulling their own regional cuisine
and cleaning up the ingredients and presenting it in a different way. Um, and so for sure there
was some headwinds at first, but it's really cool to see now that. I think a lot of retailers
embrace global cuisine and regional flavors as, as really drivers of growth.
Jason (02:07):
We both came from large families with lots of siblings. Um, I love to cook, uh, for my
nephews and my family whenever we're together, especially during the holidays. Um, but I hate
4
all of the prep time that comes along, especially when you're rushed during those busy times.
Uh, what I love about your line is the intention to make clean, authentic flavors, uh, easy to
prepare. Can you tell me, uh, how you source your ingredients? For your, you know, for your
seasonings that don't require, um, long marinade times, but still pack the flavor.
Ibraheem (02:14):
Yeah. So our seasoning sauce is a, a great, great example because to your point, I also
love to cook. Um, marinades are so frustrating to me 'cause I'm never prepared a day in
advance. Right? Like, I'm not defrosting meat and marinating it and letting it sit overnight. Like it
all seems like too much prep. Right? And so we designed the sauces specifically so that. You
could take thawed meat, coat it with our product, put it straight in the air fryer or on a grill, and
still have a good taste. Um, and so, you know, there are some choices that we make to make
that happen, right? Like, I think using coarser ground spices so that they kind of hold onto the
meat a little easier and they don't just fall off the side. Um, having that right brand of blend,
excuse me, of acidity. So, you know, we use. Vinegars and orange juices and some of those
things that kind of help the seasoning, penetrate the meat. And so, um, the product was really
built from the ground up with that insight in mind, which is, how can you help people go from
zero to complete meal in, you know, 20 or 30 minutes?
Jason (02:26):
Yeah. Well, I have to say from my own experience, they're, they're outstanding and thank
you. Great way to save time. But, uh, you're not compromising on the taste or flavor
whatsoever. Your personal health journey played a pivotal role in your innovation. Including
some experimenting in your own home kitchen. Uh, can you share the story behind the creation
of your bone broth rice and what innovation, uh, means it means to you personally?
Ibraheem (02:31):
Yeah. You know, we spoke about this a little bit at the outset, but like, I'm, I'm, I am
an active cook. I'm always trying different things. You know, in the case of bone broth, probably
the first time we made it at home. Our focus was really on flavor, right? We were like, Hey, is
there a way that we could get this rice seasoned up a little bit without a ton of work? And so we
started using different chicken broths and different broths in the rice to kind of get that flavor.
Um, and again, it wasn't until later that I started to put the pieces together around, Hey, this is
actually probably higher in protein. We should get this, we should test the numbers on this,
right? And, and, and kind of looking at it more from that angle. But yeah, that, that's how that
specific product came to life. And I would say in general, like as it relates to my journey. I'm
always trying to find things that taste really good, that are still healthful for me. Like I just, I
don't candidly have the discipline to eat nasty food, um, for the sake of health, right? To me, I'm
always looking for things that kind of hit that intersection. And so if you taste our products,
hopefully that comes through, right? Like we really lean in in terms of flavor and seasoning, and
we don't want people to feel like they're compromising.
5
Jason (02:46):
Uh, your personal health journey played a pivotal role, uh, in your innovation, including
some experimentation in your own home kitchen. What are some of the ways that you sort of
help prepare and sort of like what are the ways that you sort of bring about in helping discover
what might be a new product or new flavors or, or how do you sort of, uh, work through that
process?
Ibraheem (02:51):
Yeah. For me, I love to try to, um, almost crowdsource a little bit, right? Like
obviously we could all just walk around a supermarket and see what's there, but for me it's like.
I like to go to restaurants, right? I like to, um, shop while I'm traveling. So when I'm in other
countries, a lot of times I'll be inspired by products that are very prevalent in another region,
but that don't yet exist in the us. Um, I spend a decent amount of time on social media just
looking at recipes and how are, um, chefs and, and recipe creators playing with food and playing
with ingredients. And sometimes in doing that you start to see the, like the, the dots connect a
little bit. And so that's, that's one of the ways that I love to try and be inspired.
Jason (02:59):
Yeah, that's great. Um, a recent study that, uh, Whole Foods Market conducted revealed
that 70% of Gen Z, customers support sustainable agricultural practices. Additionally, 55% are
willing to pay more for environmentally sustainable products with the food industry shifting
towards more healthy, conscious and sustainable options. Where do you see a dozen cousins in
the future? And what role, uh, do you hope that the brand is gonna play?
Ibraheem (03:04):
Yeah, you know, we've, we've kind of established two pillars in this area, right? One is
around non GMO, so you know, all of our ingredients are non GMO, um, project verified. Um,
and that's important to us. I think, um, you know, there's a lot of good debate going on about
the, the relative dangers and benefits of GMO foods, and I think, you know, informed
consumers should, should do their reading and engage in it. You know, our stance is we don't
want to play in that space. We want to, you know, use non-genetically, you know, modified
ingredients. And then the second one for us is to just try and keep things as simple and as
pantry friendly as possible. And I know sometimes that can become a buzzword, but you know,
my belief is onions and garlic and peppers, these are some of the most flavorful, um, best
ingredients to cook with. Like, we don't need, an alternative to them, right? We just need to
find ways to, um, package them and prepare them in ways that are convenient. And so tho
those are really our, our pillars when it comes to ingredient quality. Yeah.
Jason (03:16):
That's great. Well, I've got a lightning round. Are you ready for that?
Ibraheem (03:17):
Let's do it.
6
Jason (03:19):
All right. This has been so interesting, uh, so far. Looking forward just to see what your
answers to these questions are. What is your signature dish for family potlucks?
Ibraheem (03:21):
Cornbread stuffing. Hmm.
Jason (03:22):
Delicious. Was a childhood food memory that still inspires you today?
Ibraheem (03:23):
Um, it was, it was actually a somewhat negative memory. I got in trouble on Saturday
mornings. I would wake up and make like french toast and pancakes and omelets and I wasn't
supposed to be using the stove, right. I was supposed to just make a bowl of cereal and watch
my cartoons. Um, and I can vividly remember one Saturday, me getting in trouble with my
mother. But I always come back to this, um, this memory as just a reminder. Of how much I love
food and, and how much this kind of culinary journey I've been on. So I know that wasn't a
lightning answer, but I love, I love the question.
Jason (03:30):
That was, that was outstanding nonetheless. Love it. Where do you, uh, travel to for
inspiration?
Ibraheem (03:32):
Uh, man, recently I've, I've spent a decent amount of time in, in Asia and the, like,
the Philippines and, um, have done just a lot of shopping and eating there. Not necessarily
related to our brand, but um, I've still found myself very inspired by the foods there.
Jason (03:35):
That's great. Los Angeles or New York?
Ibraheem (03:36):
Whew, man. LA But that's a close call. Born in Brooklyn, live in LA now. I feel like the
beach and the weather are tiebreakers though.
Jason (03:38):
Okay. What's for dinner tonight?
Ibraheem (03:39):
Oh, man. I'm going to one of my favorite restaurants in Anaheim. I'm gonna have, uh,
a roasted chicken, uh, with some garlic sauce and rice.
Jason (03:41):
Ooh, outstanding. What's a daily habit that keeps you grounded?
Ibraheem (03:42):
Uh, I walk on the beach every morning. Um, sounds like a cliche, but I, I do truly do it.
Um, probably about 60 or 90 minutes every morning. It helps me clear my head and just get
ready for the day in front of me.
7
Jason (03:46):
What a great way to start the day. What's next for a dozen cousins?
Ibraheem (03:47):
Just continue to grow and, and introduce the brand to more people. You know, we're,
we're still very much in, in our infancy as a, as a brand, and so a lot of what we're focused on
month over month is just how do we continue to introduce the products to more people and,
and get them to try it.
Jason (03:51):
Well thanks so much for joining us today, Ibraheem, and thanks for sharing a dozen
cousins with our listeners. Uh, I enjoyed going beyond the board in our conversation and
appreciate your dedication to the future of food.
Ibraheem (03:54):
Thank you for having me.
Jason (03:55):
Thank you so much.
Ibraheem (03:56):
Thank you for having me. It was a great conversation.
Jason (03:57):
Through a dozen cousins, Ibraheem Basier is redefining the natural foods landscape by
merging authentic, culturally inspired cuisine with clean, natural ingredients as delicious
creations and authentic flavors and natural ingredients are setting new standards for
convenience and quality in the food industry. Thank you for tuning in to beyond the board
where we highlight the people and products shaping the future of food. Until next time, let's
keep supporting brands like a dozen cousins that bring innovation and authenticity to our
tables.
8
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