The time to use cumin seeds over ground cumin comes when you make homemade chutneys or to run into steak to add a deeper flavour. Or get out the pestle & mortar for making your own fresh ground cumin. It makes perfect sense for Abel & Cole to offer Crazy Jack organic products because sustainability is the core of the Crazy Jack philosophy. Back in the 1970's, wholefoods were seen as a fad…natural food was seen as 'alternative'! So Crazy Jack persevered, & is still sourcing food grown in a manner that is not damaging to the environment or potentially harmful to humans.