Saffron Road Announces Leadership Transition as Founder Adnan Durrani Appoints Paul Turbeville Chief Executive Officer: Saffron Road has announced a planned executive leadership transition designed to support its next chapter of growth and long-term value creation.
Effective January 2026, Paul Turbeville, currently President of Saffron Road, will assume the role of Chief Executive Officer. Founder Adnan Durrani will transition to Executive Chairman, where he will continue to guide long-term strategy, safeguard the company’s mission, and steward the core values that have defined the brand since its founding.
Founded on the belief that food can serve as a bridge between cultures, Saffron Road emerged as a challenger brand that redefined expectations in the frozen food category. From the outset, the company focused on delivering bold global flavors while maintaining rigorous standards around ethical sourcing, Halal certification, and social responsibility—principles that were once uncommon in the frozen aisle.
Under Durrani’s leadership, Saffron Road evolved from a startup offering four frozen entrées at Whole Foods Market into a nationally distributed, purpose-driven brand. The company earned Certified B Corp™ status and established itself as a leader in better-for-you frozen meals, blending culinary authenticity with a strong social mission known as its “Journey to Better®.”
Durrani, a serial entrepreneur with more than three decades of experience in the natural and organic food sector, previously founded or led brands including Vermont Pure Spring Water, Delicious Brands, and Stonyfield Farms yogurt. His continued involvement as Executive Chairman is expected to ensure strategic continuity while enabling the company to scale responsibly.
Since joining Saffron Road, Turbeville has played a central role in translating the founder’s vision into operational and commercial momentum. As President, he strengthened leadership structures, sharpened the brand’s marketing strategy, and aligned teams around a future-focused growth plan, positioning the company to compete effectively in a rapidly evolving food landscape.
Turbeville brings deep consumer packaged goods experience, having previously served as Chief Commercial Officer at Village Gourmet and as a senior leader at Pete and Gerry’s. During his tenure at Pete and Gerry’s, the business scaled from approximately $50 million to $300 million in revenue and became the number one organic egg brand in the United States, as well as the first Certified B Corp™ in animal agriculture.
A graduate of the United States Military Academy at West Point, Turbeville served five years in the U.S. Army before earning his MBA from the Tuck School of Business at Dartmouth. He has also been elected to Saffron Road’s Board of Directors as part of the transition.
Company leadership described the change as both a natural succession and a strategic move aligned with long-term governance and growth priorities. The transition reinforces Saffron Road’s commitment to disciplined expansion, strong brand stewardship, and a business model rooted in purpose, culture, culinary excellence, and global connection.
As the frozen food category continues to evolve amid shifting consumer preferences and heightened focus on transparency and impact, Saffron Road’s leadership transition signals confidence in its next phase—balancing founder-led values with experienced executive leadership to unlock future growth.
