Saffron with Soul: Mohammad Salehi of Heray Spice | AAPI Heritage Month

Intro & answers by Naeem (Mohammad) Salehi, Co-Founder of Heray Spice

questions by Tina Alhani, HHM Chief of Staff 

I’m Naeem (Mohammad) Salehi, co-founder of Heray Spice. An Afghan-American brand rooted in heritage, resilience, and flavor.

Being part of the broader Asian diaspora means carrying multiple identities at once. It means honoring where you come from while building something new.

Growing up in Afghanistan, meals weren’t just about nourishment—they were about gathering, storytelling, and preserving culture.

Every spice had meaning. Every dish carried history.

After I immigrated to United States back in 2014, I saw an opportunity to reconnect people to the land and farmers. I came from Herat Afghanistan, where some of the world’s finest saffron and spices are grown.

After coming to the United States and serving in the military, I found myself searching for a way to stay connected to where I came from. That journey led to the creation of Heray Spice.

Our mission is simple but powerful: to bring the highest-quality Afghan spices—especially saffron—from the fields of Herat to kitchens around the world, while supporting farmers and rebuilding communities.

Through Heray Spice, we’re not just sharing ingredients—we’re sharing Afghanistan’s story with the world, one meal at a time.

And through every meal, we invite others to experience the richness of Afghan culture.

What was the food like growing up in Herat?

It was rich, tasty, and made with care. Fresh bread, slow-cooked stews, fragrant rice dishes—it was all about depth of flavor, not complexity for the sake of it. The taste was much more stronger and flavorful. Ingredients were respected, and nothing was rushed.

Simply it was slow, and delicious. 

How did you get the idea to turn spices into a ready-to-sell product? What are the challenges?

The idea came from a mix of pride and frustration. I knew the quality of Afghan saffron—was world-class, but it wasn’t being represented that way globally. 

I wanted to buy a saffron jar from Devon Avenue back in 2017 to make a Tahdig. But after buying it I noticed that it was not real saffron. It was safflower mixed with saffron.

So I decided to import my family grown saffron and spices, and then I started a cooperative, now we work with 300 plus members in 8 countries. Sourcing consistently high-quality product while staying ethical isn’t easy. Packaging has to preserve freshness but also tell a story. 

Branding needs to educate people who may not be familiar with Afghan cuisine. And selling spices means building trust—because people can’t taste through a screen. Every step requires intention.

As a whole in this economy staying in business is tougher than ever, especially for small businesses.

What is something about Afghan food that you want people to know?

That it’s incredibly refined and diverse. Many people are surprised by how balanced and elegant Afghan cuisine is. 

It’s not overly spicy—it’s aromatic, nuanced, and deeply comforting. It deserves a place on the global stage.

Is there a spice that holds the most importance to you?

Saffron, without a doubt. It’s delicate, powerful, and deeply tied to our land. 

My fondest memories are of saffron tea at home—especially during quiet evenings or when guests came over. 

It was never just tea; it was a gesture of respect and hospitality. And I grew up with that aroma and taste. 

What does supporting farmers look like?

It means creating stability. Paying fairly. Building long-term relationships instead of transactional ones.

I know almost all of our farmers by name. I talk to them directly. Being a faire trade company that runs on this principle .

It also means investing in quality—because when farmers are supported, they can focus on producing exceptional crops instead of just surviving.

What does rebuilding communities look like?

It starts small but meaningful. Job creation, especially in rural areas. 

Supporting women in agriculture. Keeping traditions alive while creating new economic opportunities. 

Rebuilding isn’t just infrastructure—it’s dignity, ownership, and hope. 

We hire 45 seasonal employees, and working with 326 farmers in different corners of Afghanistan, Guatemala, Turkeye, India,  Sri Lanka and more. 

What dishes do you love making the most?

I always come back to simple, comforting dishes—like Qabuli Palaw with saffron, or a well-balanced korma. 

These are dishes that bring people together. They’re layered, aromatic, and deeply satisfying. They are also very culturally connected to Afghanistan and the way I grew up. 

What do you hope people take away from Afghan culture through Heray Spice?

I want people to see Afghanistan beyond headlines. Through our spices, I hope they experience beauty, depth, and generosity. 

Afghan culture is incredibly rich in hospitality, craftsmanship, and resilience. If someone cooks a meal with our spices and feels a sense of connection—that’s everything.

Learn more about Heray Spice here.