Shayla and Yasameen Sajjadi adapted their mother’s recipes to create a line of sauces that pays homage to their Afghan roots. Maazah can be found in hundreds of stores nationwide.
MINNEAPOLIS, Minn. — Sisters Sheila and Yasameen Sajjadi grew up in the kitchen, with food at the center of their upbringing.
“Everything revolves around food in our family,” Sheila said.
Yasameen added, “That’s how we show love to our families.”
Sheila and Yasameen’s parents immigrated to the United States from Afghanistan in the 1970s. The couple had four children and raised them in Coon Rapids.
“Again, food is such a big part of our culture. We have to rely on people like our parents to share food with us to keep our culture alive here in the United States. I feel like that,” Sheila said.
Chutney was a staple in their homes and was often found on the kitchen table. One day, when the sisters were at their parents’ house for lunch, her mother Fatima added fresh ginger to the chutney recipe.
“We tasted it and it was amazing,” Yasameen recalled. “The light bulb went off, and we were like… ‘We’ve got to bottle this. We’ve got to share this with everyone.'”
Sheila and Yasameen started selling their mother’s chutneys in 2014 at the Northeast Minneapolis Farmers Market and the Mill City Farmers Market. From there, it expanded to include a local food co-op.
They named their sauce line Maazah, which means flavor in Persian.
At first, they spent hours in Sheila’s kitchen. Although the sisters now use manufacturers to make their products, co-founder and CEO Yasameen remembers that “initially it took him eight hours to make 25 jars.” Masu.
In January 2020, they decided it was time to take their business to the next level. By the end of the year, they were featured in the New York Times, won several pitch contests, and were launched at Kroger.
Four years later, it can be found in over 500 stores. The service launched in January 2024 at approximately 300 Target locations. You can also find it at Kowalski’s Market. In September, Maazah will be available at Whole Foods stores nationwide.
“It’s incredibly emotional to see a piece of our culture on the shelves of Target everywhere,” said Sheila, co-founder and chief operating officer. “We never had anything like that when we were growing up, so for it to be in the store is something really special, not just for our family, but for our culture.” I feel like that.”
Maazah focuses on fresh ingredients. It currently offers four flavors: coriander chutney, mango chutney, lemon aioli, and hot chutney. Their mother is known for her ‘Magic Green Sauce’, bottled as Coriander Chutney, a blend of coriander, ginger and lemon.
“Our mothers are the inspiration for everything we do,” Yasameen said.
My family is full of entrepreneurs. As they grew older, the sisters began helping out at their parents’ used car dealership and repair shop.
Sheila and Yasameen, both mothers, remember their mothers telling them, “Sometimes you should put your baby to bed at night and read a book.” Yasameen continued, “There’s just this understanding of hustle and growing pains.”
After 10 years of working together, Yasameen said, “I don’t want to work with anyone else but my sister.”
You can find Maazah in the refrigerated section of some stores using this store locator. You can also order the sauce online.
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