Whole Story

The Official Whole Foods Market® Blog

Saffron Road

We love our producers, suppliers and vendors and we think most of them have some pretty interesting stories behind their products too. We’re sharing some of our favorites here in an ongoing series. Like the ancient Silk Road trade route that inspired the name, Saffron Road is a place where great influences from different cultures intersect. A desire to celebrate global flavors and provide more options for consumers concerned about animal welfare led natural foods industry veterans Adnan Durrani and Jack Acree to pave a new road in the frozen foods aisle. Their line of ethnically diverse frozen entreés, broths and simmer sauces includes choices that are Halal, vegetarian and vegan. Many selections are also gluten free or Non-GMO Project verified. A commitment to the health and welfare of the animals also guides their approach. Chicken and lamb are sourced from carefully selected farms where the animals are vegetarian fed and not treated with antibiotics. Saffron Road successfully captures the authentic flavors of India, Thailand and Morocco, as well as offers a Halal take on everyday favorites, including macaroni and cheese, chicken nuggets and basic broths.

"Our chef has taken ethnic frozen meals to a whole new level of culinary excellence and the ingredients are fresh,” Adnan says. "We craft everything in small batches in kettles and our spices are ground on site for fresh, bold flavor.” When you’re browsing our freezer aisles, what are your criteria for choosing frozen entreés? Share your thoughts by leaving a comment.