""Everyone wants fresh and local; what I have is dried and global," says spice importer Behroush Sharifi.
My job is to encourage chefs to marry the two."
Food and Wine September, 2010 Read
Sharifi's knowledge of his products goes back thousands of years through the history of the spice trade..."
Washingtonian.com February, 2010 Read
"Behroush Sharifi enters the kitchen of the restaurant Daniel in New York...
Eddy Leroux, the chef de cuisine, quickly hurries his staff out of the way, clearing a spot on a large..."
The Wall Street Journal September, 2009 Read
"While visiting the bazaar in the city of Yazd, Mr. Sharifi came across a seller of manna..."
The New York Times February, 2010 Read
"...Sharifi - a.k.a. the 'Saffron King' - peddles his wares to the city's
most famous restaurants such as Babbo, Daniel and Jean Georges."
San Francisco Chronicle 2008 Read
Behroush Sharifi - "I'm giving artists new colors to paint with."
From Spice Invaders: Five Hot New Seasonings.
New York Post November 2008 Read
"The world's priciest spice is closing in on $3,000 a pound. No wonder the "Saffron King"...
...tends to his business with the intensity of a drug runner"
- The Wall Street Journal
"Proof's Haidar Karoum says 'Sharifi's products are desirable because they're fresh: ...
The cardamom that Behroush brought-when it was opened, I could smell it across the kitchen.'"
"He's a throwback to a time in New York when chefs never bought products from vendors...
...until they had a chance to touch, feel and taste them.
Along the way, he has become indispensable to many chefs."
- The Sanfransisco Chronicle