Though we lived far from each other, each of us lived in a strategic location for our business, and Fruitawa became a line that eventually linked us together. The three locations were: Khorasan, the largest and most important center of saffron cultivation in the world; Tehran, the center of trade in Iran; and London, one of the most important centers of trade and business in the world.

Though we lived far from each other, each of us lived in a strategic location for our business, and Fruitawa became a line that eventually linked us together. The three locations were: Khorasan, the largest and most important center of saffron cultivation in the world; Tehran, the center of trade in Iran; and London, one of the most important centers of trade and business in the world.

We knew that saffron reaches international customers through many intermediaries, and this is the reason why low qualities of it can be found in markets around the globe more than ever. However, given our strong domestic and foreign relations, we were able to deliver this product from the hands of farmers in Khorasan directly into the hands of international customers.

As part of our mission, we feel strongly about educating international customers on how they can recognize quality products themselves and therefore make purchases with more confidence. In this way, the market for high-quality saffron will always be maintained for good Iranian brands. We visited the saffron fields, found the most reputable laboratories, and were sure that we would be able to undertake the task at hand because we knew what important and sensitive work lay ahead.

If you visit saffron fields, you’ll be mesmerized by the role of women farmers more than anything else- that is, of course, if you aren’t already amazed by the striking purple saffron flowers themselves! The story of Fruitawa is exactly like the saffron itself which begins to grow at the start of the cold season when no other plants emerge from the soil. Fruitawa also came to be in the fall- just as unexpected and just as encouraging. We are a family that is finding more and more friends along the way, and we hope that Fruitawa’s story finds a new narrative every day.