Introducing RUMI

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


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 – 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!


Prep Time: 5 min

Cook Time: 15 min


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



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.


Prep Time: 20 min

Cook Time: 20 min


– 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)


– 1/4 cup sugar

– 2 teaspoons ground cinnamon


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.


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.


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

Dining Per Se

I faced a set of baby blue doors that marked the entrance of Per Se, named the best restaurant in New York City by the New York Times a few years ago. The maître d’ didn’t blink an eye at the backpack I was wearing to one of the nation’s finest restaurants. Her hospitality was impeccable. Still, I took the backpack off my shoulder to carry it like a “purse,” as I waited for Chef David Breeden, the visiting chef from The French Laundry and Chef de Cuisine, to come get me.

“Hi! You found us!” he said cheerily. Yeah, I was on Kim-time and was 15 minutes late, sweaty from running through 90 degree New York wet summer heat. So bad. He told me it was his last day doing the exchange at Per Se and he was anxious to go home and see his family, but he basically didn’t have any time commitments in the afternoon and wanted to talk about saffron.

Per Se’s Rotisseur


Continue reading “Dining Per Se”

Dining Per Se