To be an excellent brand, providing one of the best saffron products in the world, at a fair price, and with an exciting history based on the true legacy of saffron.
To turn saffron into an indispensable ingredient for a modern, healthy lifestyle by developing and offering new approaches to using saffron.
To guarantee the origin and quality of our products with appropriate documentation.
To work directly with innovative regional producers in Iran on a long-term basis, and support their efforts to launch the cultivation and processing of saffron into the 21st century.
To spread knowledge about saffron, providing important insights into the world from which it comes, giving valuable tips on how to use it, and building a lifelong relationship with our customers.
To construct a broad culinary and cultural bridge between Iran and the West.