Why freshly ground spices taste better
Anyone who has ever brewed fresh coffee alongside a cup of instant coffee knows it instinctively: fresh is better. The same principle applies to herbs and spices. But why exactly? And what does that mean for your BBQ?
What are essential oils?
The taste and aroma of herbs and spices come from essential oils: volatile chemical compounds produced by the plant. In cumin, these are terpenes; in cinnamon, cinnamaldehyde; in ginger, gingerols and shogaols.
These oils are volatile, which means they evaporate when exposed to air, light, and heat. Once an herb has been ground, it has a larger surface area and therefore loses its essential oils more quickly. After grinding, a race against the clock begins.
Freshly ground cumin smells like lemon, earth, and warmth. Cumin that has sat in a jar for 18 months smells like almost nothing. On the BBQ, freshly ground cumin provides depth and complexity. Old powder provides color but little flavor.
How quickly do essential oils evaporate?
Here is the timeline of a typical herb after grinding:
Immediately after grinding
100% of essential oils present. Maximum taste and aroma.
1 to 3 months
70 to 80% of essential oils present if stored correctly. Noticeable but limited loss of quality.
6 to 12 months
40 to 60% remaining with proper storage. This is when most supermarket herbs are on the shelves.
1 to 2 years
Less than 30% present. The herbs look the same, but smell and taste of little.
Supermarket herbs in reality
From harvest to production to storage to distribution: most herbs in supermarket jars are already 6 to 18 months old when purchased. Read what else is in supermarket spice mixes.
Why India?
Freshly ground, before our eyes
The Rub Kitchen sources most herbs directly from India, the largest producer of spices in the world. India has an ancient tradition of growing, drying, and processing herbs. The soil and climate produce cumin, coriander, ginger, and turmeric of a quality difficult to find in Europe.
We work with suppliers who freshly grind our herbs before shipping. That means the essential oils are still fully intact when they reach us. And then they are freshly blended to order for you.
No middlemen, no long-term warehouse storage, no artificial additives. The shortest route from the herbs to your BBQ.
How best to store herbs?
When you buy quality herbs, you want to store them properly. These are the four rules for optimal storage.
Dark
UV light accelerates the degradation of essential oils. Keep herbs in a dark cupboard, not on the counter next to a window.
Dry
Moisture is the enemy of dry herbs. Never stick a damp spoon into a spice jar. The packaging from The Rub Kitchen is resealable and moisture-resistant.
Cool
Heat accelerates evaporation. Do not store directly next to the oven or stovetop, even if it is convenient.
Airtight
Oxygen oxidizes the essential oils. Always close the packaging tightly after use.
The expiry date on herbs is a safety date, not a quality date. Herbs are safe to eat long after the date, but the flavor is often long gone by then. Trust your nose over the date.
- → What is in supermarket spice mixes? Fillers, E-numbers, and what you are really ingesting
- → Product Knowledge All herbs and spices we use
- → Our ingredients Origin and story behind every ingredient
- → BBQ guide for beginners The complete overview for those just starting out
Taste the difference
Freshly blended to order. Herbs ground in India. No fillers.
Starter Pack · 3 flavorsView all rubs