Rumi Spice: 'Creating peace through business': Rumi Spice takes single-origin saffron to wider US audience

Known as a pricey and somewhat elusive spice, the delicate ruby red saffron threads can be intimidating to many consumers. Socially conscious Rumi Spice is looking to change that perception and drive demand for its single-origin saffron, which will be available in 453 of the 470 US Whole Foods stores by the end of the month.