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The House
Why we started Safia, and how we work.
Sanaullah Aftab
Founder · Kabul
Afghanistan grows some of the best saffron and dried fruit you'll find anywhere — but most of it leaves the country in plain sacks with no name on it.
That always bothered us. The people who grow this deserve their name on the box. So we started Safia to do it properly: buy straight from growers we actually know, sort everything ourselves, and pack it so it's ready for the kind of buyers who care where their food comes from.
No middlemen guessing at quality. No surprises when the order arrives. Just the real thing, handled by people who grew up with it.
Checked at the source
We look at every batch ourselves before it leaves — for colour, smell, and how clean it is.
Easy to work with
Set up for importers, distributors, and shops that want food they can stand behind.
Sanaullah Aftab
Founder & Director