"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