The investment supports Paulig’s ambition to shape the future of food and reinforce its leadership in sustainability, while supporting PINC’s role in backing bold FoodTech solutions with global relevance.
Strategic fit for Paulig’s flavour expertise and sustainability drive
“Saffron is one of the most culturally significant and economically valuable spices on the planet, but its production is fragile, inconsistent, and facing growing sustainability challenges”, says Erika Hombert, Senior Investment Manager at PINC. “BlueRedGold’s approach brings automation, predictability, and quality to a supply chain we know well, offering a complementary path forward for future production.”
As part of Paulig’s long-term commitment to drive sustainable innovation, PINC seeks startups that push boundaries in agricultural technology, ingredient innovation, and resilient supply models. BlueRedGold exemplifies this strategy with a solution that not only meets commercial demands but does so sustainably and responsibly.
A blueprint for scalable saffron cultivation
BlueRedGold’s system replicates ideal indoor growing conditions, enabling multiple annual cultivation cycles and automating the intricate processes of saffron flower picking and stigma separation. The funding will be used to construct a first-of-its-kind blueprint facility - a modular plant designed for profitability from the start. “This isn’t just a pilot - it’s a blueprint we can multiply globally”, says Erika Hombert. “Demand is already there - not just from food producers, but from the rapidly expanding medical and nutraceutical segments. We’re focused on meeting that need with quality, consistency, and scale.”
Industry appetite confirms relevance
With more than several tonnes of saffron requested already by the nutraceutical, food, and cosmetics industries, BlueRedGold’s market traction underscores the opportunity in reshaping saffron supply. As a market leader in the spice category with its Santa Maria brand, Paulig is committed to delivering the highest quality saffron, meeting the expectations of customers and consumers who value its distinctive flavour and vibrant colour. Saffron is used in a wide range of recipes such as fish dishes, paella and the famous saffron buns in Sweden during St. Lucia Day.
Building a sustainable, profitable future
For BlueRedGold CEO Nastaran Baleng-Soultani, the partnership with PINC and Paulig goes far beyond capital.
“We’re extremely excited to be supported by this strategic investor consortium. Working with PINC means partnering with a team that deeply understands food, flavour, and the dynamics of supply. Their strategic insights and global reach through Paulig are incredibly valuable as we take this next step,” says Baleng-Soultani. “This investment enables us to scale production and start fulfilling the unmet demand we see worldwide, with quality and reliability at the core.”
Supporting this next phase of growth, Andrei Boulescu has recently joined BlueRedGold as CTO and Head of Automation & Production. A seasoned expert in AI-driven automation and scaling complex production systems, Boulescu brings experience from global leaders including Huawei, Airbus, and Innotek. He joins the existing A-list team composed of seasoned entrepreneur and CEO Nastaran Baleng-Soultani and visionary founder and Chief Innovation Officer Mikael Öhman. Together with a strong support ecosystem of partners and advisors, they are well-positioned to reinforce the company’s ambition to build a robust, efficient, and globally replicable cultivation platform.
*Photographer: Markus Engstrand
About PINC
PINC is Paulig’s venture arm for investments in early-stage startups in and around the future of food. PINC aims to help Paulig renew itself and prosper, as well as contribute to a tastier and more sustainable planet.
About Paulig
Paulig is an international food and beverage company, growing a new, sustainable food culture – one that is good for both people and the planet. Paulig provides all things tasty: Tex Mex, Snacks, coffees, World Foods and spices. The company's brands are Paulig, Santa Maria, Risenta, Poco Loco, Conimex and Zanuy. Paulig also manufactures products for its private label and industry customers. In 2024, the company’s sales amounted to approximately EUR 1.2 billion. Paulig was founded in 1876 and is 100% owned by the Paulig family. The company has 2,400 passionate employees in 13 different countries working on our purpose For a life full of flavour.
About BlueRedGold
BlueRedGold is a Swedish AgriTech startup pioneering indoor saffron production through robotics and AI. With a focus on B2B supply to the nutraceutical and food industries, it addresses long-standing issues in saffron quality, traceability, and year-round availability.
For more information, please contact:
Margit Ülem
Communications Manager, Paulig
margit.ylem@paulig.com
+372 5904 8554
