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Our founder, Niloofar, grew up with an Iranian father who loved to cook and to share his culture and cuisine with family and friends. Niloofar was lucky to grow up eating the most delicious Persian dishes prepared at home, and as a foodie herself, Niloofar reveled in the sights, smells, and endless possibilities she found in Persian cuisine. When her parents opened a restaurant in 1994, she was immersed in the restaurant industry and found her true passion for the food business.
Persian Trail Mix (or “Ajil") is as common in Iran as sliced bread! Each family has its own signature recipe, enjoyed as a healthy snack and served to guests as a gesture of hospitality. But, Ajil is nearly impossible to find in stores in the U.S, so Niloofar set out to create the best version of her family's generations-old recipe, sourcing the finest ingredients from around the globe.
Persian food is still uncommon in much of North America, but the delightful Mediterranean cuisine is starting to make waves, with more and more Persian restaurants popping up, Persian books making best seller lists, and Persian chefs gaining recognition. We invite you to try it for yourself, if you have not done so already!