From Afghan Farms to the IFT FIRST Expo Floor

Mohammad Salehi grew up on a saffron farm in Herat, Afghanistan, and knows firsthand the difficult life that growers there face. “It’s a very tough life,” Salehi says. “There is never enough savings, never enough to raise a family.” 

After losing his father at age 12, Salehi worked as a U.S. military translator to support his mother and siblings before emigrating to Chicago to attend college. But the memory of the farmers back home never left him. “I was always thinking, ‘How can I change their destiny? How can I make sure they receive a fair income?” 

That drive led him to launch Heray Spice, a farmer-owned cooperative dedicated to fair trade and sustainable sourcing of high-quality Afghan saffron and other spices. Last year, the company was a standout presence in the Startup Pavilion, the high-energy, high-traffic expo floor hub at IFT FIRST where early-stage global food companies connect with buyers, scientists, and potential investors—and where promising startups like his can compete for a $10,000 cash prize at The Pitch competition. 

Salehi will be back in the Startup Pavilion at this year’s event (find him at Booth S3470K), held July 13-16 at Chicago’s McCormick Place. IFT FIRST, he says, “is more than a trade show—it’s a space where mission-driven businesses find the audience, allies, and momentum to grow.” We caught up with Salehi to learn more about Heray Spice—and how the Startup Pavilion has helped propel his company forward.

Tell us about Heray Spice and what makes it unique.

We are a farmer-owned cooperative that grows and imports saffron from Herat, Afghanistan, to Chicago. What makes us different is our mission: to put more money into the hands of the farmers. Currently, farmers receive less than 7% of what consumers pay for spices. We’re working to change that by eliminating middlemen and ensuring a fair, living wage.

This will be your second year in the Startup Pavilion. What brought you back?

The Startup Pavilion is filled with passionate, knowledgeable people who come ready to engage. These aren’t casual visitors—they’re professionals in R&D, procurement, and innovation who ask thoughtful questions and really understand what we’re doing. Being in the Startup Pavilion gives us a platform to share our mission and product with exactly the right audience. The experience was incredibly beneficial for us last year. We made it to the final round of The Pitch competition, and that exposure gave us confidence and led to many opportunities. 

What was it like being part of The Pitch competition? 

It was a major highlight. It gave us a chance to quickly communicate not only what we do, but why it matters. In my pitch, I shared how only a small fraction of spice industry revenue reaches farmers and how Heray Spice is trying to change that equation. To be able to share that message at a venue like IFT FIRST—where you have decision-makers and innovators in the room—was incredibly powerful.

It’s not just about selling; it’s about building a better food system together.

Talk about the value of IFT FIRST for your company.  

We’ve exhibited at several other top shows—but IFT is special. It’s where the scientific and academic community meets industry. You see food scientists, R&D professionals, quality assurance people—these are the people actually formulating products and looking for ingredients like ours. We’ve gained new customers, connected with buyers from ingredient companies, and discovered vendors we now use for our own packaging. It’s been amazing both for networking and for practical business needs. IFT makes the Startup Pavilion a focal point. It doesn’t feel like you’re there because you couldn’t afford a bigger booth—it feels like you’re being celebrated as the future of the industry.

Can you provide an example of a key business connection you’ve made there?

One of the best examples is our partnership with a packaging company from New Delhi. I met them while walking the expo floor. We were looking for sustainable, food-safe pouches for our spices—saffron, cumin, pistachios, and Afghan green tea—and they had exactly what we needed. We’re now working with them on our product packaging. 

What are the top three reasons you’d recommend the Startup Pavilion to companies thinking about coming? 

The Startup Pavilion isn’t just an exhibit space—it’s a launchpad. These are the top three reasons why it’s been so valuable to me and my company: 

• Empowerment and visibility. IFT features and promotes startups in real ways—through newsletters, pitches, packaging showcases, and more. That visibility matters for a small company.
• Access to expert knowledge. You’re not just meeting buyers—you’re meeting people who are shaping the future of food: scientists, PhDs, and R&D specialists. We’ve had conversations with people from academia, government, and industry across the world. Those discussions help us stay on top of trends, regulations, and innovations.
• Real business results. We’ve walked away with actual customers and sustained business connections. People who visited our booth at IFT are still engaging with our newsletters, still talking to us. The relationships we build here last.

How has the IFT community impacted your business and vision?

The IFT community has real heart. There’s a local, grassroots feel—even though it’s a global community. As a business with a mission to support farmers in Afghanistan and beyond, we value connection and authenticity. IFT reflects that. It’s not just about selling; it’s about building a better food system together.

The Startup Pavilion at IFT FIRST is where science, strategy, and social impact intersect. Stop by this most-visited venue and get inspired—or be among the 100 exhibiting companies. There are a limited number of booths still available; secure yours today! 

IFT FIRST happens July 13-16 at McCormick Place in Chicago. Whether you’re looking for packaging, partners, or new perspectives, this is where food innovation begins. Register now!