The journey from pharmacist to food entrepreneur has been an exciting and rewarding one. When I founded Balboa International Market and later expanded into Sufi Mediterranean Cuisine, my vision was simple: to bring the authentic flavors of the Mediterranean and beyond to San Diego. I wanted to ensure that my customers had access to the same high-quality ingredients I grew up with—the same rich spices, fragrant herbs, and fresh produce that make Mediterranean cuisine so special. This journey has taken me across the globe, connecting with farmers, suppliers, and culinary artisans to source only the best for my market and restaurant.

The Importance of Authentic Ingredients

Mediterranean cuisine is deeply rooted in tradition. Each ingredient has a purpose, a history, and a unique way of enhancing the dishes we prepare. You can taste the difference when you cook with fresh, authentic ingredients. A real Persian saffron’s aroma is incomparable, just as freshly pressed olive oil from the Mediterranean carries a depth of flavor that no mass-produced version can match. For me, authenticity is everything. It’s not just about selling food—it’s about preserving culture and sharing it with the community.

When I first started sourcing products for Balboa Market, I quickly realized that many items commonly available in the U.S. didn’t meet the high standards I grew up with. I wanted to find suppliers who understood quality and tradition, who could provide ingredients that would allow people to cook true Mediterranean dishes at home. That meant searching for the best sources of spices, meats, cheeses, and fresh produce, all while ensuring our prices remained accessible.

Traveling the World to Find the Best

Sourcing high-quality ingredients is no small task. Over the years, I have traveled to various countries, including Turkey, Lebanon, Iran, Greece, and Italy, to find the right products for Balboa Market and Sufi Mediterranean Cuisine. Each trip has been a learning experience, giving me the opportunity to connect with farmers and producers who have been perfecting their craft for generations.

One of my most memorable trips was to Iran, where I visited saffron farms in Khorasan. The process of hand-harvesting saffron is meticulous, requiring patience and care. I wanted to bring that same level of dedication to our customers by ensuring we only stocked the finest Persian saffron, rich in color and flavor. Similarly, my trips to the Mediterranean region introduced me to some of the best olive oil producers, where I was able to see firsthand the traditional cold-press methods that maintain the oil’s purity and nutritional value.

Building Relationships with Trusted Suppliers

One of the most important lessons I’ve learned in this business is that trust and relationships matter. Finding the right suppliers isn’t just about price—it’s about quality, consistency, and integrity. Over the years, I have built strong partnerships with trusted suppliers who understand my commitment to authenticity.

For example, our selection of olives and cheeses comes from farmers who have been perfecting their craft for generations. Many of the dried fruits and nuts available at Balboa Market come from small family-owned farms that specialize in traditional farming methods, ensuring their products retain the rich flavors nature intended. Our halal meats are sourced from reputable suppliers who adhere to the highest standards of ethical and humane farming.

Keeping It Fresh and Local When Possible

While we import many specialty items, I also believe in supporting local agriculture whenever possible. San Diego has an incredible climate that allows us to source fresh produce from nearby farms. Our market regularly stocks locally grown herbs, tomatoes, cucumbers, and citrus, all of which play an essential role in Mediterranean cuisine. By combining locally sourced fresh ingredients with imported specialty items, we ensure that our customers get the best of both worlds.

At Sufi Mediterranean Cuisine, our commitment to freshness extends to every dish we serve. We make our hummus, baba ganoush, and tzatziki fresh daily using high-quality ingredients. Our meats are marinated with imported spices, grilled to perfection, and served with freshly baked bread. Every meal is a reflection of our dedication to authenticity and excellence.

Bringing the Community Together

One of the most rewarding aspects of sourcing the best ingredients is seeing how it brings people together. Food has a way of connecting people across cultures, and I see that every day at Balboa Market and Sufi Mediterranean Cuisine. Customers from all backgrounds come in to find the ingredients they grew up with, to explore new flavors, or to share a meal with loved ones.

I take great pride in knowing that our market is more than just a place to shop—it’s a hub for cultural exchange. Whether someone is looking for the perfect spice blend for their grandmother’s recipe or discovering Mediterranean cuisine for the first time, I want them to feel welcome and inspired.

Continuing the Legacy of Quality

The journey to sourcing the best Mediterranean ingredients never truly ends. Every year, I continue to seek out new suppliers, learn about emerging food trends, and refine our selection to ensure we always offer the best. As Balboa Market and Sufi Mediterranean Cuisine grow, my commitment to quality remains the same.

For me, this business is not just about selling food—it’s about preserving tradition, honoring authenticity, and sharing the incredible flavors of the Mediterranean with the San Diego community. Through careful sourcing, strong relationships, and a dedication to excellence, I hope to continue bringing the very best to our customers for years to come.