SHS adds Old World Spices & Seasonings to agency’s family of food focused clients

KANSAS CITY, Mo. – Old World Spices & Seasonings Inc.,, locally owned and operated premier manufacturer of custom-blended, custom-packaged, dry food products and seasonings, has selected Sullivan Higdon & Sink (SHS),, a full-service branding agency with decades of food industry experience to assist with its nationwide launch of Twist’d Q™, the company’s premium line of pitmaster-crafted seasonings & rubs.

“Launching a new brand is always exciting, but launching a new brand aimed at people who love to grill and smoke meat is an absolutely awesome opportunity. Particularly so with our strategic focus on food brands,” says John January, SHS co-chief executive officer. “We were immediately impressed with the depth of experience, passion and capability their marketing team brings to the table, and we’re very bullish about the possibilities of this new partnership.”

Old World Spices & Seasonings maintains an extensive database of proprietary formulas and has more than 1,500 customers with distribution across North America, Europe and Australia. From unique gourmet shops to the world’s largest retailers, Old World Spices & Seasonings creates both branded and private label products for a wide range of clients.

With 75+ full- and part-time employees, the company supports its growing base of customers and consumer demand through its team of food scientists, culinary chefs and its state of the art research and innovation lab.   

“For us it came down to people and fit, and SHS has deep understanding of the consumer packaged goods and food businesses. They’re a perfect partner for this important launch. The chemistry between our teams has been outstanding from day one,” says Russ Meinhardt, chief executive officer, Old World Spices & Seasonings. OWS’s chief marketing officer Rob Persaud goes on to say, “SHS’s creative product is world-class and as one seamless team, we’re already generating momentum for our Twist’d Q Seasonings & Rubs.”

With nationwide distribution in place, the first tasks for SHS include implementing brand strategy, executing on integrated efforts in paid, owned and earned channels, and providing Old World Spices with robust analytics on all efforts.

 SHS helps brands such as Old World Spices stay on trend with its FoodThink research initiative, a multi-year effort to find insights about how people think about why they eat and how they make decisions when grocery shopping, at restaurants or in their own kitchen.


About Sullivan Higdon & Sink

An Ad Age Agency of the Year and a Business Marketing Association’s B2B Midsize Agency of the Year, SHS exists to inspire brands and people to be remarkable. With offices in Kansas City and Wichita, the agency’s client roster includes AMC Theatres; Bayer Animal Health; Cargill; Lowe’s Home Improvement; Boehringer Ingelheim; Pratt & Whitney; Procter & Gamble; Seaboard Foods; SONIC®, America’s Drive-In®; The Kansas City Chiefs; and Shatto Milk Company, among others. Agency focus areas include the food value chain (FoodThink blog), aerospace and defense, marketing to men and big brand start-ups. Connect with SHS at and @wehatesheep on Twitter.