30 days of using za’atar the wrong way: How spice startup Hayati used repetition to hit 21,000 Instagram followers

Borno, who is Palestinian-American, felt the easiest way to create awareness was to become the face of the brand’s accounts, through sharing educational content and cooking tips and tricks. “I wanted to write a different Palestinian story beyond the one you usually hear in the news,” she said. Hayati currently sells on its direct-to-consumer website, on Amazon, on TikTok Shop and at select independent retailers throughout the U.S.

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