Red gold (saffron) supply chain
The main mission of every supply chain is to satisfy customers’ needs and care for the needs and expectations of the end users.
According to studies, Iran has an advantage in producing saffron in relation to other competitors, thanks to abundant accessible and relatively cheaper resources like fields and labour.
But Iran’s position and share of saffron in international markets is not acceptable due to shortcomings in farming systems, packaging, marketing, and advertising.
Naseri Saffron Trading, relying on science and years of experience in “red gold” (saffron) industry, and employing the best laboratory equipment and food industry experts is focused on improving hygienic and quality standards in saffron processing and production. We have taken measures to remove middlemen in saffron market to meet global expectations while resolving production, process, and distribution challenges through restructuring the farming system, purchasing saffron from the best farming regions, testing, and differentiating saffron into food, medicinal and industrial grades, and outstanding packaging.
We have also allocated proper resources to enhancing branding, promotion and holding domestic and international fairs, to introduce and gain market recognition for Iranian saffron.
Field
To harvest original, high-quality, and organic saffron, we pay careful attention to plantation, cultivation, and harvest of this most valuable farmed plant on earth by conducting soil tests and analysis to find the most suitable fields for farming. We also ensure to use high-quality bulbs, regular irrigation, and organic fertilizers, paying attention to the right time for harvesting and educating farmers to increase quantity and quality of the product.
Quality Control
Caring for the customer means caring for quality control. To control the quality of the final product it must undergo several stages of tests and analysis (physical, chemical microbial, along with mold and micro-organism quantification, etc).
At this stage, saffron is analysed in specialized laboratories by food industry experts validating compliance with international standards and food safety criteria to ensure the best quality saffron. This “red gold” is also differentiated into medicinal, food and industrial grades (I to IV).
To determine the grade, saffron must be analysed considering the following properties:
- Saffron flower health
- Tinting strength (crocin in saffron)
- Saffron impurity
- Taste (picrocrocin in saffron)
- Fragrance (safranal in saffron)
- Humidity
- Saffron stigmas length
Packaging
Product packaging has often been referred to as the “silent salesman” by professional marketers, complimenting the quality of the final product.
Proper packaging of saffron requires the following considerations:
I) Saffron is sensitive to light and moisture. Therefore, proper packaging protects saffron against external agents through inhibiting quality reduction, aroma diminution and discoloration. It also protects the product from crushing, breaking and physical deformation.
Packaging conserves the quality and nutritious benefits of food products while protecting the merchandise during transportation and distribution.
II) Packaging is meant to be appealing to consumers, grab their attention and highlight the product's value to help increase sales.
Therefore, packaging can be considered an essential component of the final product. Determining the weight, colour, type, and form of the packaging along with the data printed on the label is important and affects customers purchasing decisions.
Warehousing
Storage and warehousing the most luxurious spice in the world It is demonstrated through research that the number of active compounds in a saffron sample depends highly on its storage condition. Humidity, temperature, light, oxygen, and pH are among the effective and definitive factors in storing saffron. Inadequate storage and warehousing of saffron reduces the aroma, taste, colouring, and even medicinal properties of the product. Adhering to sanitary and proper warehousing of this crop increases the durability of “red gold” by keeping the qualitative properties of saffron intact.
Marketing, branding and distribution
Distribution and marketing challenges constitute the main concern of any food business once supply, purification and packaging requirements have been met. On the other hand, the main concerns for consumers include:
a) Adequate pricing
b) After-sales services
c) Confidence in originality and quality
d) On time delivery
Naseri Saffron Trading endeavours to implement a novel style of marketing in global trading through accurate market research, consumer market recognition, observing and recognition of international rules and regulation of product distribution and provision, paying careful attention to taste and preferences of our customers while maintaining Naseri brand reputation.
Naseri Saffron Trading market strategy and policy to position “red gold” as the most valuable agricultural product and the most expensive spice in the world, include:
A. Market research
B. Promotion of Naseri Brand
C. Customer and consumer behavioural research
D. Establishing a Costumer’s Club and specialized consultation
E. Use of CRM systems
F. Establish a sales and marketing department in Dubai
G. Holding fairs and exhibitions
H. Creativity and innovation in manufacturing saffron and dried fruit products
I. Improving the quality and expediting the delivery of products
J. Establishing tight ties with associating producers, merchants, and business partners
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