Founder's Story
⭐ Meet the Founder
Honouring heritage. Redefining African luxury. Building a modern legacy through salt.
Ahmed grew up between the rich cultural heritage of his Somali family and the modern world of the United Kingdom. But it was a simple moment inside a London supermarket that sparked the idea for Afdeer.
He noticed that shelves were filled with salts from all over the world. Himalayan pink salt, Mediterranean sea salt, French Fleur de Sel. Every region had a story. Every product had representation.
Ahmed - Founder of Afdeer Salts
Except Africa
Not once in his entire life had Ahmed seen African salt on a UK shelf. Not even in specialist stores. This absence felt personal.
His own family had harvested salt in Hinlabi for generations. Somalia's mineral plains had shaped ancient trade routes, preserved food across civilisations, and powered local economies long before global salt brands existed.
So why was African salt invisible in the modern world? And who, if not him, would change that?
Building Afdeer
This vision led to the creation of Afdeer Salts: the first Black British owned luxury salt house rooted entirely in Somali heritage, purity, and ownership.
Today, Ahmed oversees a fully traceable Somali to UK supply chain, premium packaging design, and UK laboratory verification confirming Afdeer's exceptional 99% purity.
Afdeer is more than a salt brand. It is a reclamation of narrative, a reintroduction of Somali craftsmanship, and a symbol of what African luxury can become when built with intention, integrity, and pride.
⭐ Founder's Statement
"Salt built civilisations. My ancestors harvested it. Somalia preserved it. Now I am transforming it into a modern legacy, one that honours my heritage and brings African excellence to the world."
Ahmed, Founder