Hey there! I'm Joey. I started Just The Flavor back in 2024 when I was a busy professional working a 9-to-5 job. I realized I was coming home and cooking the same slate of boring meals night after night: chicken, rice, pasta, repeat. After talking to friends, I noticed a lot of busy people were having this same problem: something I call the "cooking rut."

I wanted an easy way to make my food taste new and exciting again. Meal kits were overkill - I didn't need to overpay for all the basic ingredients (meats, veggies, starches) I was already buying. I didn't want to resort to processed frozen food. And I just didn't have time to spend hours constantly looking and shopping for new recipes.

Luckily, I'd spent some time back in college managing a restaurant and being mentored by a ProChef Level III chef. I knew that the secret to making things taste delicious often wasn't the base ingredients at all. It was the spices and seasonings that gave them their flavor.

After countless hours of research, it was clear that there are countless spice blends that define various cuisines around the world. I set out to make an easy, fun way to explore those flavors and bring them to weeknight cooking.

Two years and thousands of shipments later, Just The Flavor is bringing amazing flavors from around the world to kitchens across America. Maybe yours will be next!

Every month, our small but mighty team packs every order by hand from our facility in Richmond, Virginia.

To prepare for each month's kit, we spend hours researching cuisines from around the world and selecting candidates with bold, surprising, and unique flavors. Then, we work with suppliers certified by the American Spice Trade Association (ASTA) to curate the freshly ground, high-quality spices, herbs, seeds, and chiles that make up our blends.

To create our recipes, we research public domain recipes that fit the flavor profile and cuisine we're looking for with each blend. (We never use AI to write our recipes from scratch.) And trust us, we do plenty of taste-testing with each blend every month, too!