by Mallory Moad

Spices. They’ve been around for thousands of years, serving numerous purposes: commodities, currency, medicine, and status. History shows the spice trade once having been so powerful it influenced the rise and fall of early nations. And, of course, spices have always been a critical ingredient in food, something that hasn’t changed over time.

Today, you can buy them in the grocery store. They usually come in little plastic jars with little red lids. Nothing wrong with that, right? Well, not exactly, and Shant Guzelian will be happy to explain the issue with the mass-produced contents of those cute containers.

Shant is the founder/owner/operator of Central Valley Spice Co. This one-man operation specializes in imported spices carefully selected from international and domestic growers from Cambodia to California. “It’s technically just me,” he says, “from the sourcing, grinding, bottling, marketing, etc.” That doesn’t mean he’s flying completely solo, however. “I have a very strong, supportive team behind me which includes my fiancée and family.”

Becoming a spice monger––his title, according to his business card––was not originally part of Shant’s plan. After graduating from high school, he enrolled in Fresno City College and began taking prerequisites for entry into the nursing program. “I didn’t really have any guidance or care much about school. I was just going with the flow and just passing some of my classes.” Could this have been a sign that the healthcare profession wasn’t the right match? Possibly…

During this time, Shant had a buddy who was enrolled in the FCC Culinary Arts program. “I didn’t even know what ‘culinary’ meant and when he told me it was a school to learn how to become a chef, it instantly sparked my interest.” This, coming from a man who claims he couldn’t even pour his own cereal as a kid. On his twenty-first birthday, he moved to San Francisco to attend the City College of San Francisco Culinary Arts and Hospitality program.

After graduating with an Associate’s Degree in Culinary Arts and Hospitality, Shant continued his education at Cal State East Bay where he received his Bachelor’s Degree in Hospitality and Tourism Management. From there, he secured employment in the food service field in positions ranging from fast food to Michelin Star restaurants. But the culinary industry can be stressful and competitive and after suffering from career burnout and questioning what path he wanted to follow, Shant returned to Fresno to regroup and restart.

He had absolutely no desire whatsoever to open a restaurant or food truck but still wanted to do something food related that would put his education, knowledge and skills to use. “Being from Fresno and working in the food industry, I knew how important farm-to-table was.” Browsing the spice selection while grocery shopping, Shant began to question the freshness and origins of the products––in little jars with red lids––on the shelves. “In a lot of restaurants where I’ve worked, we had reputable spice purveyors and ground our own spices in house.” After some deep digging, he encountered some eye-opening information regarding the current spice supply chain. “Upon further research and market analysis, I made the decision to be Fresno’s spice guy.” His goal was to provide freshly grown and ground herbs and spices for cooks of all levels.

Shant has a high sense of ethics that seriously influenced his choice of sources for the spices he wanted to carry. Large-scale corporate suppliers were out of the question, as were producers lacking a trustworthy reputation. “I only work directly with importers who work with farmers, or with the farmers themselves. These are single-estate, multi-generational farms that have multiple certificates based on what they do.” The research was a challenge, with most of it dependent on modern technology. Because his contacts were located all over the world, he frequently dealt with language differences that affected communication. “Lots of Googling until I find a few good leads,” he explains. “A lot of emailing, What’s App conversations using Google Translate.” In an old-school twist, he also found other established spice companies to be cooperative and helpful.

Central Valley Spice Co. opened for business in 2022 and operated one hundred percent online for the first year. Customers were mainly friends. As word spread and a presence on social media developed, the company grew in visibility and popularity. Now his customer base has expanded and includes professional chefs, foodies and home cooks.

In 2024, Shant established a more public persona when he began selling, live and in person, at the Vineyard Farmers Market, located on Shaw and Blackstone in Fresno. Response has been positive and he has expanded his selections to include not only a wide variety of pantry staples, but some that are specialties (or difficult to find). There are two different kinds of cinnamon from which to choose and three (soon to be four, possibly five) types of peppercorns. You can also find saffron, wild black cumin, Kampot red peppercorn and Fresno chili powder. Shant carries Mahleb, used to give Armenian Kekhke cookies their distinctive flavor. (Shant is first generation Armenian-American.) Everything is always ground in small batches to guarantee freshness and potency. You will always know the country of origin, certification, and when processing occurred.

Shopping with Central Valley Spice Co. is more than just making a purchase. It’s a sensory experience. Shant keeps small jars of spices on display that he happily opens to offer customers a whiff of fabulous fragrance, be it familiar or exotic, and the colors are naturally vibrant and appealing. Enthusiastic and engaging, he’s always open to answering questions about the spices he carries, how to use them in cooking, or how to incorporate them into a healthy lifestyle. “I love talking to everyone at the farmers market. I love helping teach people which spices go with what foods and how to use them.”

Vineyard Farmers Market Executive Director, Felix Muzquiz, couldn’t be happier to have Central Valley Spice Co. join the sellers of fresh local produce, cheese, eggs, and artisan baked goods. “He compliments our other vendors wonderfully and has been a favorite of many of our longtime customers,” she says, adding, “Shant is easily recognizable for his cheerful smile and helpful attitude. His breadth of knowledge about the products he offers is quite substantial. We certainly hope he is a part of our Vineyard community for many years to come.”

From frustrated student to providing the freshest, highest quality spices in the Central Valley with a few stops along the way, it has been quite an adventure. But of what he’s doing right here, right now, Shant says, “I love sharing my own personal knowledge in the community and bringing in something unique to the Central Valley. It’s exactly where I want to be and it’s where I truly belong.”

He has earned, and proudly wears the title of, Fresno’s own Spice Guy (little plastic jars with little red lids not included…ever).

My name is Mallory Moad and I believe the spicier, the better!

For more information, including recipes, tips, and cooking demonstrations by Shant, you can visit Central Valley Spice Co. on Facebook, Instagram and centralvalleyspiceco.com.

Mallory Moad is a visual/performance artist, vocalist in the jazz band Scats on The Sly and a proud Central San Joaquin Valley native.