A major Iranian startup Keshmoon has been able to attract a new round of investment to expand operations.
Based in South Khorasan Province, Keshmoon (literally meaning sowing) helps create a direct bridge between local saffron farmers and consumers while promoting exports, Peivast.com reported.
During a meeting held in Tehran late last week, the Iranian export company Persol Corporation and a member of Tehran Chamber of Commerce, Industries, Mines and Agriculture, Farzin Fardis, jointly signed an investment contract with startup managers. The investment is hoped to help Keshmoon expand its business and target market.
Established in 2017 by Qaempanah brothers, Hamzeh and Mohammad, Keshmoon aims to secure a better future for the saffron industry by establishing a reliable source of income for farmers.
Keshmoon also helps customers purchase good quality saffron, along with several other farm products, directly from farmers. The startup is gradually gaining traction with Iranians.
Since its inception, the startup has attracted numerous micro-investments. The current investment, the level of which was not disclosed by officials, is a huge step toward saffron sector development and exports.
Speaking at the event, Mohammad Qaempanah, the co-director of Keshmoon, said Persol Corporation is linked with a strong network of exporters, which is exactly what Keshmoon needs to further develop its business.
Having studied various saffron markets worldwide, including China, India, Arab and European states, and North America, Keshmoon’s founders initially planned to tap into the European market as it offers better pricing and pays more attention to social and ecological impacts, and a trendy online shopping system.
However, in the face of various hurdles, they were forced to put the plan on hold and launch their business in Iran. The new investment, however, has become a ray of hope for Keshmoon to resume export promotion.
Fardis, who is also a board member of Pars Saman Toos Industrial Company, said his contribution is a personal investment and hoped the team will become a grown and successful business soon.
Mohammad Samiei, the startup’s head of marketing, said it was the right time for Keshmoon to upgrade its single-product activities and start to cover other local foodstuffs.
“Besides saffron, Keshmoon has added organic honey and barberry to its retail list. Dates and tea will also be added soon.”
Explaining Keshmoon’s working strategy, Qaempanah said the current distribution network does not do justice to conscientious farmers, with consumers unable to tell them apart from profiteering dealers.
"We have established an online market that links consumers to reliable and experienced farmers," Qaempanah added.
The measure is aimed at removing the avaricious dealers to provide customers with good quality products at a lower price and increase the farmers' profit margin over time.
Organic Farming
Providing producers with incentives to move toward organic farming tops Keshmoon's list of priorities.
Qaempanah said farmers need to avoid using chemical fertilizers and they should follow water-saving policies.
Organic farming is an alternative agricultural system that originated early in the 20th century in reaction to rapidly changing farming practices. It relies on fertilizers of organic origin such as compost manure, green manure and bone meal, and places emphasis on techniques such as crop rotation and companion planting.
Biological pest control, mixed cropping and the fostering of insect predators are encouraged. In general, organic standards are designed to allow the use of naturally occurring substances while prohibiting or strictly limiting synthetic substances.
According to Qaempanah, farming practices are supervised and the products go through quarterly checkups, before they are packed with the names of farmers printed on the packages.
"Products most in line with organic standards are proposed for higher bids. Besides, farmers that use water supplies economically are rewarded," he told reporters.
Friendly Touch
Keshmoon handles the packing and delivery services of products. Each farmer owns a personal page on Keshmoon's website, featuring pictures of their houses and farms. They also have an online shop, putting their products for sale.
Qaempanah said consumers can rest assured that they have purchased items of high quality, feeling as if they have bought something from a friend. Moreover, farmers earn their due social status as well as larger shares of profits [compared to selling saffron to dealers].
"Products ordered in Mashhad are delivered by bicycle and the ones submitted from other cities will be sent via mail within two days, granting orders above five mithqals [approximately weighing 23.5 grams] free delivery service," he added.
Saffron is one of the most expensive spices all over the world. Therefore, numerous cheat tricks have been devised to take advantage of its high status in the seasoning chain. Therefore, Keshmoon's website tries to educate consumers on how to determine saffron's quality.
The website lists the following features as means to check the product's good quality: bitter taste, slow coloring, trumpet-shaped heads and greaseless, long and healthy-looking threads.
