The natural food pioneer envisioned a halal food brand that also embodied ethical consumerism: organic ingredients with no GMOs, no artificial ingredients, and no antibiotics. A brand that celebrated world cuisine, ethnic diversity and cultural harmony. He named it Saffron Road, inspired by the Silk Road, the legendary caravan route that connected the cultures of the ancient world. Today as CEO, Adnan leads us on the Journey to Better. With a mission to restore the “spiritual sacredness to food.” Having been exposed to halal food his whole life as well as being a pioneer for 30 years in the organic food sector, Adnan understood the latent demands growing in niche markets for superior, better-for-you food options. With this in mind, he set out to create premium quality Halal foods that were widely accessible but which also took the high road and didn’t compromise by: being better for the environment, better for the farmers, better for the animals, better for your health – and most of all, being better tasting.