Many of Joon’s ingredients were inspired by founders', Shiva and Kayvon Tavakoli, Persian roots. The idea behind Joon came from early summers spent eating from their grandmother’s kitchen table, while their grandfather ran a spice trading company. The mixture of smells and flavors inspired bright plant-based infusions in the new line with products featuring saffron, rose, fig, pomegranate and other naturally inspired pairings. What resulted was a combination of kitchen and science, and ancient to cutting edge.