Many spices are on their way for years before they reach the supermarket. The flavour that remains is only a fraction of what it once was. And then they are often adulterated too. For example, coffee husks are sometimes ground with pepper to increase the bulk. This infuriates 'spice girl' Iona. With her spice brand The Good Spice, she supplies single-origin spices, which are traded fairly in a short supply chain. This ensures that the flavour and quality remain optimal, and the farmer receives a fair price.