Episode 97: Adnan Durrani On Building Halal Brands

The Checkout speaks with Adnan Durrani, Founder and CEO of Saffron Road. While at Whole Foods until 2016, Errol Schweizer worked closely with Saffron Road to launch and expand the offerings of this Halal food brand.

Adnan Durrani is the founder and CEO of Saffron Road Foods. Mr. Durrani is a serial social entrepreneur and venture capitalist. Mr. Durrani founded Vermont Pure Springs and was a principal shareholder in Stonyfield Farms, Inc. For three decades, he has been a pioneer in the Socially Responsible Business sector. Adnan was recognized as one of the entrepreneurs who engineered “20 Ideas That Changed The Way The World Does Business”.  He also serves on the select Fast Company Impact Council.  Mr. Durrani is the Chairman Emeritus of the Board of Columbia University’s School of Engineering and Applied Sciences and is also Co-Chair of Columbia’s Entrepreneurship Advisory Board. He was recognized by the Vatican and the Pope for his “Interfaith In Business” model. 

The Saffron Road brand is wholly owned by American Halal Company, Inc., and offers a wide range of products from frozen entrées to organic plant-based protein snacks. According to IRI/SPINS Scantrak, Saffron Road is the fastest growing natural frozen entrée brand nationally, sold in Walmart, Kroger, Whole Foods, Target, Publix, Ahold, Wegmans, Costco, Sam’s and 25,000 other stores. Saffron Road is a socially responsible brand on a mission of collective progress for the betterment of humanity, by inspiring, connecting and respecting global citizens through a shared love of ethical World Cuisines. With Saffron Road’s international cuisines combine bold flavors from around the world with high quality, wholesome ingredients which are better for the environment, better for the farmers, better for the animals, better for your health, and better tasting.

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Episode #97 Notes

1:00 - What motivated you to start Saffron Road?

4:15 - What does halal mean? And what are the standards and certifiers around it?

8:00 - What was the path to market for your company?

11:20 - What were your biggest challenges getting to market in the first few years?

13:15 - How do you handle naysayers in the halal space?

21:00 - On Saffron Road’s certifications and sustainability standards.

24:00 - What lessons have you learned that you’d share with us?

28:00 - How have you managed through COVID?

32:45 - Tell us about your social impact through the purchases you make?

43:00 - Book Recommendations!

Green Deen, Ibrahim Abdul-Matin, Keith Ellison

Marketing to the New Majority, David Burgos

Halal Branding, Dr. Jonathan Wilson