What do expired spices and your marketing have in common?

Here in Grand Rapids, Michigan, we have been having a record cold spell. Temps in the minus before you factor in wind chill.

Not being the outdoorsy—or crazy—type, I decided to spend time going through my two “cantry” shelves of spices and seasonings. (It’s not a pantry; it’s only deep enough to store cans one-deep. Hence the name cantry.)

Most of them were some sort of seasoning blend created to bring life to a dull, skinless chicken breast. Some had been tried once, then never again, Others had been used, but I grew bored with them. But they all had one thing in common: They have all expired.

I investigated online, and as a general rule, whole spices will stay fresh for about four years, ground spices for about two to three years and dried herbs for one to three years. 

Some of the bottles had an expiration date of 2006. That’s nearly 12 years!

Needless to say, I now have two completely shelves in the cantry.

When was the last time you checked your marketing’s “spice rack”? When was the last time you updated your website, your promotional materials—anything written to give your marketing some flavor, some spice, some extra kick?

Hopefully it hasn’t been 12 years.