Heray Spice: Helping you taste the real flavor of saffron. Based in Chicago focused on cultivating & importing single origin spices.
- KLS
- 4 days ago
- 7 min read
For the 224th feature of our "Together Talks" campaign, we collaborated with Heray Spice and Founder, Mohammad Salehi. The mission of Heray Spice is to bring the authentic and rich saffron and other flavors of Afghanistan to the world while empowering Afghan farmers through fair trade practices. They are committed to sustainability, quality, and creating a positive impact on the lives of the communities they work with, particularly focusing on uplifting women and promoting economic development in Afghanistan. Through their spice offerings, Heray Spice aims to share the story and heritage of Afghan culture, while also contributing to a more equitable global food system.
At Heray Spice, we cultivate and import authentic Afghani saffron from our farmers Co-Op in Herat Province of Afghanistan. They have been family farmers for the last 16 years; currently, we are in partner with 155 family farmers to import their saffron to US.
5% of our company profit is used to build and supply schools for Afghan children through Code To Inspire.
"Together Talks" feature # 224: Heray Spice presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? Goals for upcoming year + Next phase of the company?
Story of how it was created?
I grew up in Afghanistan in a farming family. From a young age, I witnessed firsthand the struggles farmers face just to make a living. While farming was part of my upbringing, my family placed a strong emphasis on education, and I attended school through high school.
After graduating, I worked for the U.S. Army in Afghanistan as a local interpreter, providing linguistic support through translation and interpretation. I held that role for nearly four years. In 2014, during the U.S. troop withdrawal under President Obama, a Special Immigrant Visa program was created for interpreters who no longer felt safe. I applied, was approved, and immigrated to the United States.
Despite relocating, my connection to farming, particularly saffron, never left me. My family has cultivated saffron for generations, and I wanted to remain connected to my roots while becoming a voice for farmers who earn far less than the value their products command in global markets.
In 2017, after working multiple jobs and saving money, I returned to Afghanistan, sourced saffron from my family’s farm, and brought it back to the U.S. I introduced it to chefs, who immediately recognized its quality. Saffron is one of the world’s rarest and most expensive spices, and it is often adulterated. Our saffron, however, was pure, aromatic, and far more potent. Demand grew quickly.
What began as direct sales to restaurants evolved into a company. As demand increased, my family’s production alone was no longer enough. We formed a cooperative in Afghanistan, initially made up of extended family members. Today, we work with more than 300 smallholder farmers. While saffron accounts for roughly 80% of our revenue, we also source cumin, coriander, fennel seeds, nigella seeds, mint leaves, and other spices.
Today, we have four employees in Chicago and six team members in Afghanistan, along with hundreds of seasonal workers during harvest—most of whom are women. From the beginning, the mission has been fair trade and fair value. Eleven percent of our company’s income is reinvested directly into Afghan farming communities to provide cash support, equipment, fertilizer, and agricultural resources.
While we now source some products from countries like Indonesia, Turkey, and Guatemala, our core focus remains Afghan saffron and Afghan farmers. Building a business in the U.S. while uplifting farming communities back home represents the realization of the American dream for me—freedom, opportunity, and purpose.
What separates you from your competition?
Saffron is the most expensive agricultural crop in the world, and our company operates very differently from most competitors. We are an Afghan-American–owned company with direct operations and a cooperative structure in Afghanistan. There are no middlemen. We work directly with farmers, many of whom are my own family members.
This farmer-centered model gives us an unmatched advantage in quality control. We oversee the process from cultivation to export, ensuring minimal pesticide use, limited chemical fertilizers, non-GMO practices, and traditional growing methods. While we are not certified organic, our saffron is grown organically in practice.
Because we eliminate multiple layers of distributors and brokers, we can offer better pricing while maintaining superior quality. Our customers receive a higher-grade product at the same or often lower price than lower-quality alternatives.
Additionally, we invest heavily in food science, transparency, and traceability. Every batch of saffron is lab-tested and traceable to the individual farmer. We can tell our customers exactly where their saffron comes from and who grew it, something most spice companies cannot offer.
This direct connection allows us to deliver exceptional quality, strong value, and a meaningful story behind every product.
What have been the biggest challenges?
International import and export always come with challenges, and sourcing from Afghanistan adds additional complexity. Political instability, shifting regulations, and bureaucracy have all impacted operations. When the Taliban took control in 2021, we were forced to close our facility for nearly six months due to restrictions on women working.
Today, women are allowed to work under strict limitations, and we continue navigating those constraints. To reduce risk, we established a facility in Dubai, allowing us to export saffron from Afghanistan to Dubai and then distribute to the U.S. and Europe more efficiently.
Tariffs have also been a challenge, increasing costs by an average of 15% this year alone. On top of that, implementing traceability and quality standards with farmers, who often take great pride in their crops, requires cultural sensitivity and patience.
Marketing has been another major challenge. While our product and pricing are strong, effectively telling our story through digital platforms like our website, Instagram, and TikTok remains an area of growth.
Goals for upcoming year + Next phase of the company?
The company is entering a new phase focused on structure and scalability. Until now, much of the operational knowledge has lived with me. Our priority for 2026 is building strong systems, standard operating procedures, and delegation so the company can run smoothly without founder dependency.
We are fully bootstrapped and profitable, though we are now open to outside investment if it supports sustainable growth. The goal is to ensure the company can operate seamlessly even when I am away.
While revenue growth is important, we aim to double revenue if systems are implemented effectively. However, it is not the primary focus. Discipline, ethical operations, and long-term sustainability matter more than short-term financial pressure.
What were your concerns to transition to starting your own business?
My transition was driven by freedom, not money. I hold degrees in computer science, cybersecurity, and forensics, and I previously earned a six-figure income as a cybersecurity analyst. When I left that role in 2024, I accepted significantly lower pay to focus on my business full-time.
Entrepreneurship gave me freedom. Freedom to choose who I work with, how I work, and why I work. More importantly, it allowed me to scale my impact. As an employee, there are limits to how many lives you can touch. Through this company, we now support hundreds of farmers and dozens of employees across multiple countries.
That sense of purpose, combined with autonomy and responsibility, made the transition worthwhile.
What have you learned since becoming an entrepreneur?
Entrepreneurship is tough love. It requires resilience, patience, and values strong enough to withstand years of rejection and uncertainty. While sales and business tactics can be taught, drive and purpose cannot.
I don’t see myself as a businessman. I see myself as an entrepreneur. At trade shows, we give away thousands of dollars’ worth of samples not to sell, but to share something we love. That mindset isn’t transactional; it’s personal.
One of the biggest lessons came when we began hiring employees. People are your greatest asset and your greatest responsibility. There were months when I couldn’t pay myself because payroll came first. That reality changes you.
Entrepreneurship teaches humility, accountability, and long-term thinking in ways no job ever could.
Do you have a moment that brings you the most joy?
One of the proudest moments of my journey was being featured in The Wall Street Journal. After seven years of building the business, seeing my story shared nationally and hearing from customers across the country, was deeply meaningful.
Another powerful moment was onboarding more than 50 new farmers in a single year. Expanding our cooperative from 255 to over 300 farmers reminded me why this work matters.
Piece of Advice
Be patient. The early years are the hardest, especially in industries without heavy investment backing. Most successful businesses take decades to truly flourish.
Trust the process. Do the work. Stay disciplined. Success comes with time.
Promo Code
Purchase from their site, Heray Spice, and use promo code below! Heraysaffron -> 15% off!
Community Callout
One person who made an unforgettable impact on my journey was Chef Rick Grish. In 2017, when few people trusted a young Afghan entrepreneur, he opened his door, tried my saffron, and became my first restaurant client.
He supported me, referred me to others, and even recorded a testimonial that remains on our YouTube channel. Chef Rick passed away on December 25, and his kindness remains a defining memory in my journey.
His willingness to see beyond race, religion, or background and simply give someone a fair chance, is something I will always carry with me.
In Closing
KLS wants to thank Heray Spice and Founder, Mohammad Salehi, for today's "Together Talks" feature. Follow along for their journey with their social handles below!
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