Introducing RUMI

“Yesterday is gone and its tale told. Today new seeds are growing.” – Rumi

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Friends of Rumi,

We started Rumi almost three years ago with an audacious goal in mind – to place Afghanistan at the center of the luxury food scene. Along the way, we also made it our mission to inspire Afghan farmers, employ Afghan women, and bring pride back to Afghanistan’s agricultural sector. We recognized our artisan Afghan partners do not want to be controlled—they want to be empowered.

In addition, the unique flavor profile of our Afghan saffron has not gone unnoticed. From renowned Michelin-star chefs to food experts to specialty food retailers have all provided excellent reviews and added our saffron to their cuisine. Chefs and food lovers around the world are finding our Afghan saffron to be transformational.

Thus, we are introducing our new branding and website to reflect the pride and quality of Afghan saffron. Today, we announce RUMI, along with our redesigned branding, logo, and website to accompany it. We’ve also listened to your feedback –the website is now easier to navigate with a more product-centric focus. Additionally, we’ve added descriptive recipes and clearer culinary recommendations for our blends and saffron. Our hope is to make it even easier to enjoy our saffron with your everyday cooking routines.

Our commitment to creating the finest Afghan brand is unwavering. Our new brand authentically and simply conveys our passion for bringing people together over food to lay a long-term path for peace and sustainability.

We welcome you to get in touch with us and share your thoughts anytime. Drop us a line at info@rumispice.com – we would love to hear from you!

Thank you again for your steadfast support,

Team Rumi

Introducing RUMI

Saffron Herb Pistachio Rice

Looking for an exotic and festive side dish to add to your holiday dinner party? This is simple, elegant, and oh so delicious. Read below for the full Saffron Herb Pistachio rice recipe!

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Prep Time: 5 min

Cook Time: 15 min

INGREDIENTS

2 cups rice
2 1/3 cups boiling water
1 tsp saffron threads soaked in 3 tbsp water OR 3-4 tbsp Rumi saffron butter
1/2 cup chopped raisins soaked in lemon juice for half an hour
1 oz fresh dill
1/2 oz  fresh tarragon
1/2 cup toasted coarsely chopped pistachios

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INSTRUCTIONS

Melt the butter, coat the rice, then add the boiling water, salt and pepper
(and saffron) and steam with lid tightly on low heat for 12 to 15 minutes.

Cool and break apart rice grains. Chop all the herbs and add just before
serving with the raisins.

Mix well then sprinkle pistachios on top. Enjoy!

Saffron Herb Pistachio Rice

Saffron Vanilla Snickerdoodle

Introducing the Saffron Vanilla Snickerdoodle! These sweet treats are the perfect festive cookie for your holiday table. This recipe is inspired from the wonderful people at Blue Bottle Coffee. So if you aren’t located near a Blue Bottle Café and still want to enjoy these little delights, then follow this recipe to make it in the comfort of your own home.

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Prep Time: 20 min

Cook Time: 20 min

Ingredients

– 30 Rumi Spice Saffron threads (this will create 1/8 teaspoon of ground saffron)

– 1 tablespoon milk

– 1 vanilla bean or 3 tsp of vanilla extract

– 3 cups all purpose flour

– 2 teaspoons cream of tartar

– 1 teaspoon baking soda

– 1 cup butter (room temperature)

– ½ cup granulated sugar

– 1 cup packed light brown sugar

– 1/2 teaspoon sea salt

– 2 eggs (room temperature)

Coating:

– 1/4 cup sugar

– 2 teaspoons ground cinnamon

Instructions

1.     Crush the saffron threads with a mortar and pestle until they are in a powder form. You can also mince the saffron as another option as well. Essentially, the finer the saffron, the more flavor and color will come out into the cookies.

2.     Put the milk and saffron into a small saucepan and cook over very low heat. When it starts to bubble, you can stop (~185 degrees F). As another option, you can put the milk and saffron into a small microwaveable bowl and microwave just until the milk is hot (20-30 seconds). Cover and let it steep for about 10 minutes until the milk becomes yellow.

3. In a large bowl, whisk together flour, cream of tartar, baking soda, and salt.

4. In the bowl of a stand mixer, beat saffron milk mixture, butter, brown sugar and white sugar together on medium-high speed until creamy, about 2 minutes. Add eggs one at a time, beating well after each addition.

5. Using a sharp knife, split vanilla bean lengthwise and scrape the seeds into the butter mixture. If using vanilla extract, add 3 tsp into the butter mixture.

6. Add the reserved dry ingredients to the mixer bowl, and mix on low speed until just combined. Wrap the bowl tightly with plastic wrap and refrigerate for 30 minutes to firm up the dough.

7. Meanwhile, preheat oven to 375 degrees and line four large baking sheets with parchment paper.

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8. In a small bowl, combine sugar and cinnamon. Roll chilled dough into 1″ balls. Roll each ball in the cinnamon and sugar mixture until completely coated. Place on prepared baking sheets, leaving about 2 inches of space (this is important – the cookies will expand while baking).

9. Bake in preheated oven 10-12 minutes until the surface of the cookies looks slightly wrinkled. Let cool on baking sheets for 5 minutes. Then transfer to a wire rack to cool completely.

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NOTE: Cool cookie sheets are key to getting the perfectly round, domed shape of the cookies. If you only have two cookie sheets in your arsenal, let them cool off completely between batches. Otherwise, the butter in your dough will melt before the cookies have a chance to set up, resulting in less-than-spectacular results.

Saffron Vanilla Snickerdoodle

Veterans to Entrepreneurs – Mission First, People Always

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Veterans’ Day is particularly special for Rumi Spice. Three of our co-founders are veterans – all with experiences in different parts of Afghanistan, in different capacities, and in different phases of the war’s development. Kimberly searched for improvised explosive devices (IEDs) along roadsides in eastern Afghanistan. Keith speaks fluent Dari and worked with Afghan locals and government officials as part of the Afghan Hands program in Wardak and Bamiyan. As a Cultural Support Team member, I went on night missions with Special Operations and worked directly with Afghan women and children in Sharana, Afghanistan. The one thing we all have in common: a desire to serve a cause greater than ourselves.

Given how small and young Rumi Spice is, we are incredibly proud of our team’s diversity. We come from big cities and small towns, alike. We are sons and daughters of immigrants, we are 50% women-led, and we count LGBTQ members amongst our leadership ranks. If you had a beer with us, you’d be just as likely to end up in a discussion about military history as you would debate the impact of the Velvet Underground on American rock music.

There is a remarkable bond between our team, even as some of us have yet to meet face-to-face (our team is spread across the country, mostly coordinating via email and Slack). There is a lot to be said for knowing that someone shares the same unspoken values that you do – work hard, be diligent, take initiative, give credit instead of taking it. There’s also something unique about veterans working together in the civilian world – in other jobs you’re almost always the only veteran in the room.

Within the Rumi Spice team, we “speak veteran” – we understand the rhythm of unpredictable, changing circumstances. Subordinating ourselves to the mission and knowing that others are doing the same, comes naturally. Taking on something ambiguous and dauntingly large, is in our blood. Creating a strong, healthy culture is a major topic in the startup community, so perhaps one of our greatest assets has been that our team has this bedrock of hard-earned, ingrained values that enables us to move forward with the drive that entrepreneurs call “passion.”

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In the last year we’ve all learned that the thought of tackling a seemingly impossible task becomes much easier when you are part of a team that’s willing to grind it out and stick together – in many ways, it’s just like being back in the military. Thank you for your support as we take on our most important mission yet – cultivating peace in Afghanistan.

Veterans to Entrepreneurs – Mission First, People Always

Meet Haji Ibrahim and Haji Ghaffar

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Meet Haji Ibrahim and Haji Ghaffar. These two came strolling into our offices with big bellied laughs. They’re brothers from the Ghuryan District, and they looked very fine in their Afghan Shalwar Kameez and leather jacket and Western coat. The turban denotes great responsibility.  Only elders who wear the turban are entrusted with making wise decisions for their families and communities.

Ibrahim and Ghafar have been farmers with Rumi Spice since last year. After handing them a wad of cash for payment for their saffron flowers, Shakoor sat us down over tea, and I gave them the WBEZ mugs. When we took a video, their countenances immediately switched to somber, which I guess translates to stateliness. Haji Ibrahim spent the entire interview looking off into the distance with disdain, rubbing his feet. As soon as it’s off, they’re back to joking and gesticulating loudly. I mean, look at this guy cheezin’!

I did get them to take a selfie with me, though, and I’m glad they smiled. #afghanfarmerselfie

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The important stuff: they told me they were happy in the partnership with Rumi Spice and wanted to continue to next year. They asked me for a promise to include them into the expansion opportunities as we grow.  They would help us if we helped them. They’d honor us if we honored them.

Then came the photoshoot in the courtyard. If you don’t already know, Melanie is a pretty serious photographer. She’s done portrait shots for Donald Trump and Oscar de la Renta as well as covers for Vogue and Time Magazine. Here she is graciously taking photography direction from Shakoor, who was directing her shots and suggesting poses. Our two jolly brothers were laughing at themselves smelling the flowers at Melanie’s suggestion, and Ibrahim started to pose and purposely drop flowers into the bucket.

“Yes!” Melanie said, camera clicking. “Yes! That’s it!”

Afterwards, Melanie told me Ibrahim was a natural model. The whole morning was fun and lighthearted. We spent the rest of the day picking stigmas and doing written interviews with our women. I heard stories that made my heart break and others that gave me courage.

I’m thrilled to be here. There’s nowhere else I’d rather be. I have so much on my mind and my heart.

Meet Haji Ibrahim and Haji Ghaffar

Dance Party at the Processing Facility

img_0576One by one, the women came up to me as Abdul Faisal wrote their carefully picked piles of saffron stigmas. He made small corrections on where they cut the stigmas – some were too long. He said to me, “The women are doing very well so soon. Already you can see the difference.” Indeed there was. The women were getting faster at it, so they were able to more skillfully pluck the quickly-fading flowers and thus produce longer and plumper threads. A heavy scent of saffron and flowers filled the room along with the low hum of ladies-talk.

The ladies all wore the Rumi Spice hijab, or head covering, as per custom. They usually do not allow pictures of their faces, although far-away photos are okay. Showing your hair is like showing cleavage. Afghan women value modesty above all else. My headscarf was always in disarray, and the ladies laughed about it constantly. They’d come over and fix it. In ten minutes it’d be back to chaos.

I sat myself next to a group of younger ladies, who stared at me as a stranger and looked away when I looked back. “Khob asti,” I said in my best Dari, which basically means, how are you? I grabbed some flowers and began picking the stigmas. It’s very dexterous work – thank god I took piano lessons for so many years.  The girl next to me, Zarlasht, showed me how to separate the stigmas better and faster. Gradually they began to smile, then fight over my help so that I would contribute to their piles. They asked me to play Beyoncé and Selena Gomez on my phone. They knew the words, or at least what it sounded like to them: “I love you like I love some baby.” Not the words, but definitely the sass!  Heads started to bob. Then I introduced some new dance moves. Then a few girls got up, giggles all around, and closed the door. Then the party started, and they showed me new dance moves.  We took each other’s hands and felt joy.

This moment of kinetic happiness came to a halt when the door flew open and Abdul Faisal looked very confused. The older ladies laughed and the young ladies hid behind me. So, we had to get back to work, and I had to leave the room because I was being too distracting. Oops. I banned myself for an hour, but every time I passed by the doorway, some of them would wink, smile and motion for me to sit next to them.

One of them, Sheikelah, stole my heart. This girl (about 16 years old) was a ball of sass and energy. She’d blow me kisses and say, “Excuse me! I love you!” very loudly. With a mischievous smile on her face, she’d say something very rapidly in Dari, full of gestures, and cause all the women in the room to snicker or shake their heads. I badly wanted to understand. She didn’t belong there sifting saffron. Sheikelah belonged on stage somewhere, with lights in her eyes charming a theater full of people. At one point, she grabbed my phone and took a burst-full of selfies, before getting scolded by her mother. Sheikelah said to me, through Abdul Faisal, Take me with you to America. I’ll work for you, and I’ll give you all of my money. She had her hand over her heart. This broke my heart quite a bit. Her look was very tender. I convinced myself that what I was doing Rumi Spice was enough. I’m not sure if it is sometimes.

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Saffron Simple Syrup

I wanted to take a moment and explain the origin of our blog site name.  Aside from the cool alliteration, Rumi Red is a combination of the company name RUMI and what Afghans call saffron, “red gold.”  It’s such an elegant name I thought it would be a huge failure on my part if I didn’t share it with all of you.  

That’s not the point of this post though – really I wanted to introduce you to our saffron-inspired cocktails. It’s like this… we will post a cocktail (or mocktail) recipe using our saffron simple syrup.  This recipe is my new obsession so I will be using it quite often.  Like saffron, it’s extremely versatile and will add an exotic touch. It doesn’t just have to be used in cocktails either – think drizzled over cheese and crackers or even desserts like vanilla ice cream. Cheers!

Saffron Syrup

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Saffron Simple Syrup