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Saffron Road Debut at Fancy Food Show a Huge Success

Voted as one of the Top 10 Hot Products to Watch in 2011


Stamford, CT – January 24, 2011 – The Saffron Road™ brand made its official debut to the food trade at the recent 36th Winter Fancy Food Show by the National Association for the Specialty Food Trade (NASFT). During the brand’s first trade exhibition of its products, the show in San Francisco Jan 16-18, broke all records – displaying over 80,000 specialty foods and beverages, more than 1,300 exhibitors from 50 countries, and over 17,000 attendees.


As a testament to its dedication to culinary art and the gourmet palate, New Hope Media, the premier publisher for the natural food industry, voted Saffron Road as “One of the Top 10 Hottest Products” to watch for in 2011.


Adnan Durrani, CEO of American Halal (parent company of Saffron Road), says, “We couldn’t have orchestrated a more successful debut for our Saffron Road brand. Out of 80,000 specialty food and beverage products, our Indian entrees are singled out as one of the top 10 hot new products of 2011, which is about as good as it can get at the Fancy Food Show. We have always stressed that while we are indeed a halal certified product, our core values of antibiotic-free, hormone-free, sustainably-farmed, Certified Humane®, as well as Gluten Free, combined with our teams’ dedication to authentic ethnic cuisines, ring true to a very broad segment of discerning consumers and specialty and natural food retailers.”


Saffron Road’s booth was heavily trafficked, with approximately 3,000 people warming their palates to the epicurean Indian delights of Saffron Road’s Chicken Tikka Masala, Chicken Biryani, Lamb Vindaloo, and Lamb Saag. Many of the visitors favorably commented on Saffron Road’s lamb products, which are also a first of a kind for the frozen food category. Thousands of consumers were awed by Saffron Road’s unique packaging and brand name – with positive feedback on both.


In addition to its booth presence, Saffron Road also had a special display in the ‘What’s New, What’s Hot’ pavilion, where select new products were on display.


Jack Acree, EVP of American Halal and a member of the Board of Directors of NASFT, says “The positive response to Saffron Road was a welcome validation of all of the hard work we’ve put into this brand. The quality and quantity of visitors to our booth proved that the Winter Fancy Food Show is one of the top shows for both natural and gourmet foods.”


Mr. Acree also led a seminar at NASFT titled, “Learning the Lingo of Specialty Foods”, as part of the Fancy Food Show’s Education Program, which were attended by 1,500 participants at this year’s show.