When Mohammad Salehi first tasted a jar of store-bought saffron in Chicago, he knew something was off. The aroma was dull, the taste sharp and metallic—not the delicate, earthy floral notes he remembered from his family’s saffron farm in Afghanistan.
That moment became the seed for what is now Heray Spice, a fast-growing spice company sourcing premium saffron directly from Afghan farmers. With projected 2025 sales of up to $1 million, the business is not just turning a profit—it’s creating a supply chain lifeline across borders and through conflict.
As seen in Millionaire MNL, this isn’t just a story of immigrant grit. It’s a case study in turning cultural roots into commercial opportunity—while navigating geopolitics, supply chain crises, and a shifting culinary market.
From interpreter to entrepreneur
Salehi’s path to the U.S. wasn’t paved with business plans. After high school, he worked as an interpreter for the U.S. military, becoming eligible for a special immigrant visa. In 2014, he landed in Chicago, working as a receptionist in a real estate office.
Years later, cooking tahdig, a crispy Persian rice dish, he bought a jar of saffron at a local store. It didn’t taste right. That single kitchen moment sparked a realization: most saffron in U.S. markets is either stale, diluted, or counterfeit.
“I grew up harvesting saffron,” Salehi said. “I knew what real saffron should smell and taste like.”
In 2017, he brought back just seven ounces of Afghan saffron from his family’s farm near Herat City. That summer, he went door to door to Chicago chefs, offering samples.
The response was immediate.
Building a business, one ounce at a time
As chefs raved and word spread, demand grew. Salehi’s mother mailed three pounds in December 2017, then 11 pounds three months later. Chefs were paying up to $125 per ounce, and individuals were ordering gram-sized tins online.
“I said, ‘Holy moly,’ after Mohammad gave me a sample,” said Jose Sosa, executive chef at Ummo in Chicago. “We get four ounces delivered twice a month.”
By 2018, Heray Spice had grown beyond Salehi’s family farm. He brought on a partner, hired part-time help, and began onboarding other Afghan farmers into a cooperative model.
The goal: pay premium prices for high-quality saffron while supporting Afghanistan’s rural economy.
Pivoting through political chaos
In 2021, everything changed. The Taliban returned to power, cutting off direct mail to the U.S. and threatening the company’s export pipeline. Salehi had to move fast.
He partnered with a former classmate, Shahram Mohammadi, to create a distribution hub in Dubai. Farmers in Herat would ship saffron to Dubai, where it would be inspected, consolidated, and sent to the U.S.
The company also opened a permanent office and facility in Herat City, which now manages quality control, onboarding new farms, and export logistics.
Despite geopolitical hurdles, Heray Spice has kept growing. In 2023, sales hit $300,000. In 2024, the company crossed $500,000, and this year, Salehi projects $750,000 to $1 million in total revenue.
Margins range from 20% to 40%, depending on product and channel.
Expanding beyond saffron
While saffron remains the core, Heray Spice has begun diversifying. The brand now offers Afghan cumin, harissa, and other regional spices—each sourced with the same commitment to traceability and quality.
Wholesale clients include restaurants and food retailers, and a recent deal with Fortune Fish & Gourmet, a seafood wholesaler, is expected to expand Heray’s retail footprint even further.
What sets the company apart is not just premium product, but deep sourcing transparency—each tin of saffron comes with origin details and often the name of the farming cooperative behind it.
As seen in Millionaire MNL, this is more than a commodity business. It’s a values-driven supply chain—powered by heritage, resilience, and a sharp palate.
Source: The Wall Street Journal
