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include ACH Foods (US), MDH Spice (IN), Everest Spice (IN), Shan Foods (PK), and Catch Spices (IN). Spruce Lake Spice spends less than similarly-sized spice and seasoning firms in R&D in percentage terms. McCormick is the largest global spice and seasoning firm ($4.2B USD) and holds 22% of the global market and 45% of the U.S. market and will shift >70% of its spice and seasoning products to be both organic and non-GMO (genetically modified) in 2016. The firm is also sharpening their focus on “millennial consumers interested in cooking new dishes and posting meal photos and recipes on social media” Opportunities: The global spice and seasoning market is expected to grow from $12 billion in 2013 to $16.6 billion in 2019 (4.8% CAGR). The North American market was $3.2B in 2013. Regional consumption of spices has almost tripled from 1.2 pounds per person per year in 1966 to 3.4 pounds per person per year in 2012. Threats: They sell 20% direct to consumers (DTC), 25% through natural food stores and premium grocery channels (STR), and 55% bulk to industrial distributors, food companies, foodservice firms, food programs, restaurant chains, hospitality companies, and the like (BULK).