The brand includes Asian and other ethnic meals, which the company reports is a segment that grows by approximately 20% each year.
Saffron Road products comply with recipes and cooking techniques certified by the Islamic Food and Nutrition Council of America. Halal promotes the sacred tradition of respect for the land, fair treatment for farmers, humane treatment of livestock and clean, healthy food to eat.
More than 6 million American Muslims with more than $170 billion in purchasing power are looking for Halal products, the company claims.
Saffron Road's All Natural Certified Halal entrées use chicken that is Certified Humane by Humane Fram Animal Care. All of Saffron Road's livestock are fed 100% vegetarian feed and are antibiotic- and hormone-free.
"Working with Whole Foods Market is the perfect partnership for Saffron Road,” said Jack Acree, executive vice president of Saffron Road. “The core tenants of Saffron Road's Halal Certification begin at the farm with how the livestock is raised, as well as the other sustainable farming practices. These beliefs match up perfectly with the core values of Whole Foods and its dedicated consumers."