According to Saffron World’s latest market report, last week there were 1,096,300 square feet of the fresh-squeezed fruit.
To put in perspective that’s nearly a million times the size of the San Francisco airport. But while a lot of people who are trying to sell their product may say ‘yes,’ the reality is that Saffron is a very popular crop in India, Africa and South Asia.
Saffron is grown on small farms across the globe. In some of these farms, the trees are so large that they can’t be harvested without risking human or animal death.
“The most successful growers sell to the local market, where they grow the best quality,” said Saffron World.
But for this company, getting to market isn’t just about keeping up with market demand. They’re also in a battle to earn their keep. One way they are doing this is by building sustainable business practices, and the other is by going after all major markets.
Saffron is now in more than 10 countries across Asia and Africa, and they’re working with companies all over the world. They already have a contract in Ghana where the farm can meet demand. But that contract is only valid for a year. As soon as Saffron has an adequate market, that contract will be removed and they will be allowed to expand.
But to continue growing and working on developing sustainable practices, Saffron needs help.
“If we are not careful about expanding in Africa or South America, we are heading towards the same kind of problems that farmers in the U.S. face,” said Saffron World chief marketing officer, Rajeev Jain. “Our farm model is far more sustainable than anybody else’s model that is out there.”
Saffron World is focused on sustainability, but not by trying to stop farmers from growing the most profitable crop in the world.
“We have tried to put the farm in the right spot so people are able to get the best yields from it,” said Saffron World general counsel, Alok Verma. “But we are not a conservation farmers. We don’t plant trees.”
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