By: Raphael Korobka

Saffron has seen a notable rise in popularity across the US in recent years. According to Technavio, the cash crop is expected to reach a value of US$53.8 million by 2032, representing a CAGR of 7.2% from 2024 to 2032. Praised for its unique flavor, vibrant red color, and its role in a variety of international cuisines, the spice has gained traction in countless F&B establishments and the kitchens of amateur cooks across North America.

One of the recognized saffron brands in the US is Afghan Saffron Brand by Afghan Saffron USA, LLC, founded in 2002. Co-founded by entrepreneur and Saffron Marketing Specialist Milad Sadat, the brand has been supported by notable figures such as Rob Janoff, the designer of the Apple logo. The company aims to provide premium saffron threads from Afghanistan to American consumers.

We spoke to Milad about saffron’s intriguing intercontinental journey—and his experience building a brand that bridges cultures and continents.

From Afghan Fields to American Tables

The journey of the world’s most expensive spice typically begins in a flower field somewhere in West Asia, although today, it’s also cultivated on farms across southern Europe and parts of the southern United States. Saffron from the Middle East is often regarded as highly desirable, thanks to the region’s long-standing tradition of producing high-quality threads.

Due to its delicate nature, saffron is typically harvested by hand—a process that has historically involved difficult labor conditions, especially in economically challenged regions. As Western consumers have become more conscious of fair trade practices, Milad Sadat and his team have prioritized ethically sourced saffron.

“Afghan Saffron has focused on building direct relationships with farms in Afghanistan and supporting thousands of male and female farmers, working toward a sustainable and ethical saffron cultivation model,” Sadat explains.

Recognizing the growing demand for authentic, ethical, and high-quality saffron, Sadat moved his operations to the U.S. in 2022. “We wanted to help establish the Afghan Saffron brand as a trusted name for pure, high-grade saffron among American consumers and retailers.”

In fact, the origin of the brand’s saffron has become a key trait. “One of my core decisions was to emphasize Single-Source Saffron—a concept that Michelin-star chefs and premium retailers have shown interest in,” he says. “Additionally, I partnered with industry leaders like Rob Janoff to help build a prestigious and recognizable saffron brand in the U.S.—one that aims to represent quality, authenticity, and luxury.”

More Than Just a Spice

One of the key reasons for saffron’s increasing popularity in the U.S. is its versatility. Used in cuisines from India and the Middle East to Spain, Greece, and beyond, the spice brings a unique flavor and vibrant character to a wide variety of dishes. More recently, saffron has also gained attention in the world of beverages—used to spice up or garnish cocktails, and even to create saffron-infused liquors.

But the golden spice may offer another advantage. According to Healthline, saffron has been associated with more than 11 potential health benefits, including antioxidant, anti-inflammatory, and anticancer properties.

As Sadat puts it, “Saffron demand is growing in the U.S. thanks to increasing awareness of its health benefits, culinary versatility, and its use in nutraceuticals, pharmaceuticals, cosmetics—and, of course, its luxury appeal.”

Whether you’re using saffron to create beautiful meals and inventive drinks or to explore its wellness potential, it’s important to understand that not all saffron is of the same quality. Not only is saffron the most expensive spice on the market, but it also can vary significantly in quality and price.

These differences are largely driven by factors such as purity, quality, and sourcing practices. Premium saffron quality is measured by three key components: Crocin (color), Picrocrocin (bitterness), and Safranal (aroma). These ideally meet the ISO 3632 standards, which classify saffron into Categories I, II, and III.

In general, while price isn’t always a reliable indicator of quality in most industries, with saffron, it can often be. “Cheaper alternatives may sometimes contain adulterants such as dyed corn silk, mixed flower petals, or threads that are artificially colored or synthetically enhanced,” notes Sadat.

What the Future Holds

Saffron is emerging as one of the notable food trends in the U.S. right now—but the market still has room to grow and evolve. As reported by The New York Times in 2025, saffron has recently achieved “cash crop” status in the U.S., with many American farmers exploring saffron cultivation in an effort to compete with imports from the Middle East and South Asia.

With a growing number of products on the market—varying not only in origin but also in quality and price—consumer education is more important than ever. For Sadat, closing that knowledge gap is a key mission. He’s committed to helping American consumers understand what defines high-quality saffron while continuing to uphold ethical and trustworthy practices.

“Our vision is to contribute to an American saffron market known for purity, transparency, prestige, and trust—ensuring that Afghan Saffron USA strives to be a gold standard in the industry,” he concludes.

Published by Jeremy S.