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Saffron Road To Win Multicultural Award at AMCC

American Muslim Consumer Conference Highlights Brand’s Efforts to Champion Consumer Inclusivity

Stamford, CT – November 14, 2012 – The American Muslim Consumer Conference (AMCC) will honor Saffron Road™ with the 2012 Multicultural Award at the 4th Annual AMCC this Saturday, November 17th in Newark, New Jersey. This Multicultural Award is presented each year to a company that promotes diversity and multiculturalism, and is inclusive to all minorities in America. The Saffron Road brand is making a major impact in addressing unmet consumer needs in the multicultural market while also remaining inclusive of a whole range of diverse consumers who value pure, humane and high-quality foods.

“We will be honored to accept the 2012 AMCC Multicultural Award and are grateful for the continued support of the AMCC community for our brand’s success in multicultural marketing,” says Chief Executive Officer, Adnan Durrani. “As the recent Presidential election proved beyond a doubt, Pax Americana has arrived and surprise – it’s largely now multicultural. Given that there are now 112 million ethnic Americans, almost 40% of the US population, we are proud of the fact that Saffron Road’s core mission is to celebrate and appeal to this dynamic multicultural consumer. We are one of the very few, if not the sole, Halal brand widely available nationally in major US supermarkets. Given our core values are dedicated to farming sustainably, 100% natural purity, and livestock, which is humanely raised and antibiotic free, it is no surprise that we have been able to gain tremendous success as the cross over brand between Halal and natural where our values resonate with majority of discerning consumers. We hope this accolade will motivate other Halal companies to also cast a wider net of pluralistic values that appeal to consumers of all faiths,” continues Durrani.


“The Saffron Road brand is making a major impact in addressing unmet consumer needs and serves as an excellent example of a Halal food brand that not only appeals to Muslim consumers, but to a whole range of diverse consumers who value pure, humane and high-quality foods. The Ramadan campaign in 2011 was very successful and Saffron Road was able to convert the media backlash into a positive spin which should be used as a case study for companies facing similar issues and challenges,” commented Sabiha Ansari, Event Director of the AMCC.


In addition to accepting an award, Saffron Road’s CEO will again be moderating the much anticipated Entrepreneur Showcase. The brand will also sample products, including its new Crunchy Chickpea Snacks made with organic chickpeas, in the conference exhibition hall.

All Saffron Road products are Halal Certified by the Islamic Food and Nutrition Council of America (IFANCA). Halal is an Islamic tradition that has healthfully fed literally billons of people over the last 1,400 years. Halal promotes the sacred tradition of respect for the land, fair treatment for farmers, humane treatment of livestock and clean, healthy food to eat.  There are upwards of 8 million American Muslims with over $170 billion in purchasing power that are looking for Halal products.

Saffron Road products are sold nationwide at major retailers such as Whole Foods Market, Sprouts, Publix, Kroger, Safeway and other fine supermarkets and natural foods stores.

To register for the AMCC, visit

About the American Muslim Consumer Conference 
The American Muslim Consumer Conference is the only platform for industry professionals to explore the rich potential of the American Muslim market. This year’s conference is themed “The New Face of Muslim Consumers: Socially Conscious, Innovative and Engaged” and will be held on November 17th, 2012 at the DoubleTree by Hilton Hotel, Newark Airport, NJ. Last year’s conference was titled “Multiculturalism & the American Muslim Consumer Market” and drew a crowd of over 350 participants.