By: Navid Ladani

A conversation with Milad Sadat, Co-founder and Saffron Marketing Specialist at Afghan Saffron USA, LLC

Saffron has been a highly valued spice in European, Middle Eastern, and South Asian cuisines for millennia. Loved for its distinctive hay and honey-like aroma, the versatile spice is used in some of the world’s most iconic dishes, from Biryani to Spanish Paella, French Bouillabaisse, and certain variations of Middle Eastern Baklava. Derived from the delicate purple saffron crocus flower, its thin red threads are often regarded as the most expensive spice in the world, with prices frequently reaching upwards of $3,000 per lb for premium varieties.

While saffron is traditionally considered an old-world spice, globalization has contributed to its growing presence in North America over the past few decades. In fact, saffron has seen a significant increase in demand in the USA in recent years. Sales have risen noticeably, and some local farmers are now exploring saffron cultivation as a potential opportunity, as the New York Times reported in January 2025.

To learn more about the coveted spice and its growing popularity in the US, we spoke to Afghan Saffron USA, LLC Co-founder Milad Sadat. Today, the company has established itself as an influential supplier in the expanding saffron industry, working with numerous high-end restaurants and hotels across the country to provide high-quality threads. So, without further ado, let’s dive in.

Mr. Sadat, please tell us about your background and how you got to start the Afghan Saffron company in the US.

Milad Sadat: We’re on a mission to demonstrate that quality, ethics, and sustainability can coexist. Despite our growth, we remain dedicated to staying true to our roots. Since 2002, Afghan Saffron has prioritized direct engagement with Afghan farms and thousands of female and male farmers, establishing an ethical and sustainable saffron cultivation framework. Through hands-on partnerships, we aim to ensure high-quality saffron while empowering local communities. Our commitment extends beyond quality to environmental stewardship, striving for eco-friendly farming methods. Together, we aim to cultivate not just saffron but a brighter, more sustainable future for Afghanistan’s agricultural landscape. My journey in saffron marketing began over a decade ago, deeply rooted in my passion for Afghan Saffron as a potential off-season licit cash crop. Going back in history, saffron has been cultivated as a spice for at least 5,000 years in Afghanistan, and presently, Afghanistan is one of the world’s largest producers of saffron.

I dedicated my career to promoting its remarkable quality on the global stage. As an accredited member of the American Marketing Association (AMA), International Trade Council (ITC), and Protected Denomination of Origin (PDO) for saffron, and as an expert in saffron marketing, I saw an opportunity to introduce this distinctive Single Source Saffron to the U.S. market. Recognizing the demand for authenticity and quality, I moved operations to the U.S., with the goal of making Afghan Saffron a trusted name for premium saffron among American consumers and retailers. Our mission is to bring the world’s finely sourced saffron from Afghanistan to American tables.

Afghan Saffron has become one of the leading brands of high-quality saffron in North America within only a few years. How did the company achieve this noteworthy feat, and in your opinion, what were your crucial decisions along the way?

MS: The success of Afghan Saffron Company is based on three core principles: quality, transparency, and strategic marketing. From the start, I have been committed to maintaining consistent standards by working directly with saffron farmers and ensuring that every batch meets strict quality control parameters and complies with PDO certification requirements. One of my key decisions was to emphasize Single-Source Saffron, a concept that has been embraced by Michelin-star chefs and high-end retailers. More importantly, I collaborated with industry leaders like Rob Janoff, the renowned American brand designer who designed the iconic Apple logo, to establish a prestigious and recognizable saffron brand here in the U.S. This brand represents quality, authenticity, and excellence.

Purchasing this well-regarded saffron brand gives confidence, delivering fine saffron to every consumer. Entering major retail chains was another strategic milestone, as it allowed us to reach a broader audience while still maintaining our position in the gourmet segment. To put our commitment to environmental conservation into action, we have exclusively partnered with the Snow Leopard Foundation, headquartered here in the U.S. Many mindful consumers who buy our products will recognize our product as a responsible choice in line with biodiversity conservation and social impact.

Saffron is becoming increasingly popular in the US. Why do you think this is the case, and how are most Americans using saffron in their daily lives?

MS: The demand for saffron is increasing in the U.S., largely driven by growing awareness of its potential health benefits, culinary versatility, and uses in nutraceuticals, pharmaceuticals, and cosmetics. According to IMARC Group, it’s projected that the North American saffron market could reach a value of $53.8 million by 2032, representing a steady growth rate of 7.2% from 2024 to 2032.

Consumers are becoming more health-conscious, and saffron’s health benefits – ranging from antioxidant properties to mood enhancement and anti-inflammatory effects – make it a desired superfood. Moreover, the growing appreciation for gourmet experiences has led many home cooks and chefs to incorporate saffron into their dishes. Today, Americans use saffron in a variety of products, from golden milk lattes, risotto, paella, and bouillabaisse to desserts, saffron-infused tea, ice cream, cakes, pastries, beverages, and even cocktails. It is also worth noting that saffron as a nutraceutical product is gaining attention in North America, due to its valuable properties. Saffron has been found to help with anxiety, which is common in modern lifestyles.

Saffron is one of the more expensive herbs and spices available on the market but it is also a product with substantial price differences among the different sellers. What distinguishes a quality, high-end saffron product from significantly cheaper alternatives?

MS: The price differences in saffron largely result from variations in quality, purity, and sourcing practices. Premium quality saffron is distinguished by three key factors: Crocin (color), Picrocrocin (bitterness), and Safranal (aroma), which must meet international standards, such as ISO: 3632 for CAT I, II, and III. Cheaper alternatives often contain adulterants, such as dyed corn silk, mixed flower petals, or artificially enhanced threads.

To the untrained eye, precision and timing might seem like mere details. But for saffron experts like us, they are crucial. By carefully harvesting only the top part of the saffron stamen, we maximize the flavor compounds to enhance the saffron’s taste and aroma. Our selective approach, driven by our commitment to timing and precision, helps to ensure peak potency for outstanding quality and flavor. At Afghan Saffron USA, we ensure pure, fresh, and unadulterated saffron by adhering to stringent quality control and FSSC 22000 standards. This ensures our value-conscious consumers receive high-quality saffron. Afghan Saffron has been recognized with the Superior Taste Award from the International Taste Institute for twelve years, reaffirming our dedication to delivering quality.

How do you see the saffron industry develop in the US and how are you looking to position the Afghan Saffron company in the next 5 years?

MS: The U.S. saffron industry is expanding, driven by increasing demand for organic and high-quality saffron. Over the next five years, I foresee continued growth, especially in the wellness sector, with saffron being incorporated into supplements, skincare, and functional foods. Afghan Saffron USA is well-positioned to lead this evolution by introducing new product lines, such as saffron-based wellness products, ready-to-use saffron extracts, and premium saffron-infused beverages. Additionally, we aim to expand our presence in major retail chains and upscale culinary markets while educating consumers on the value of authentic Single-Source Saffron. Our vision is to make America’s saffron market synonymous with purity, transparency, prestige, and trust, ensuring that Afghan Saffron USA remains a trusted name in the industry.

Published by Jeremy S.