Jay Fishman

Founder & CEO – G2T Visionary

Our visionary leader, Jay Fishman, is a successful entrepreneur with a 40-year track record in developing and leading successful businesses, mostly in the herb and spice industry.

Jay’s innate business skills were put to the test much too early. In 1977 Jay was placed at the helm of his family’s clothing business when his father passed on unexpectedly. Despite the challenging circumstances ofJay’s leadership, in four years the business’s revenues more than quadrupled. Jay sold the business and moved to the San Francisco Bay Area. In 1984 Jay married and started his next business venture –Bay Area Herb Sales. Jay was one of the pioneers in the fresh herb grocery business, seeing Bay Area Herb Sales and its sister company HerbThyme Farms grew into a multi-million dollar business. Jay sold the business in 2001 and sat on the Board of Directors of HerbThyme Farms until the company was resold.

In 2001 Jay joined The Great Spice Company and has seen its revenues grow twenty-five fold in 14 years. In 2004 Jay helped create a co-venture with Great Spice specifically developed to focus on organic branded spice products. This new company, Aromatica Organics, already has a presence in many supermarket stores and Costco Wholesale throughout the world.

In October of 2009 Great Spice merged with its largest competitor, Organic Herb Trade to form High Quality Organics (‘HQO’) – the largest organic spice and food ingredient supplier in the Western Hemisphere. HQO over the last 16 years has assiduously assembled a remarkable group of organic growers worldwide that are on the cutting edge of organic sustainable farming. HQO is the wholesale supplier of choice to Fortune 500 food companies and many successful brand driven independent companies that have organic food lines. Jay is the Chairman of the Board of High Quality Organics and the President of Aromatica. He is also an active member of the Organic Trade Association and meets with US Congressmen to promote the organic food and spice industry. HQO is the supplier of Ground 2 Table spices.

Jay is a fervent advocate of sustainability, which motivated him to create a new and innovative business concept that would promote sustainability in food consumption. His new company, Ground 2 Table (“G2T”) shows consumers that they can enjoy high quality food preparations while adjusting their consumption patterns to fit a world needing sustainable resource allocation. G2T revolutionizes the retail spice marketplace through the Company’s unique business model which simplifies, educates and expands spice usage while bringing the old world joy and flavor of cooking into today’s lifestyle.