Their sons, Yasin and Najeeb, were living in Atlanta. When the brothers tasted their mom’s tea, they saw an opportunity to turn the family hobby into a business. Soon, the parents moved to Atlanta, and Pride Road was born. The name was inspired by Port Hudson Pride Road, the road that ran past Yardbird Farms.
Here in metro Atlanta, the senior Yasin Muhaimin remains the farmer, managing the family’s several growing areas. There’s a small plot in College Park at Metro Atlanta Urban Farm. They farm a larger space in Covington, but this year deer ate those plants down to the ground. And, they farm on 3 acres in Sylvester. It’s a crop that requires six months, from seed to harvest.
What he grows is what the family will process into tea, soda, chutney and jelly.
Jelly, chutney, tea and soda are among the products Pride Road makes from hibiscus. CONTRIBUTED BY PRIDE ROAD
Once the calyxes start to form, it’s all hands on deck for the harvest. That means family and hired help, too. It’s a daily job, walking the rows and breaking off or clipping the calyxes individually. Then, each calyx is washed, and the hard seed pod at the center is removed. Muhaimin engineered his own tool to core each calyx, arguably the most tedious part of the process.
The calyxes go to the family’s commercial kitchen in downtown Lithonia. Within 48 hours, it all will be either dried or frozen to use for production later in the year. The space is a former floral shop, and its spacious interior provides lots of storage, and room for the dehydrators, jelly makers, kettles and packaging equipment needed for their range of products.
Hibiscus sabdariffa is the edible hibiscus, also called sorrel and a host of other names. It’s a member of the family that produces cotton and okra, and its dark burgundy calyxes are what Pride Road uses for its products. CONTRIBUTED BY PRIDE ROAD
The current best-seller is their hibiscus tea with ginger and citrus. The recipe was Elaine’s, but it was tweaked by Najeeb’s wife, Millie, to include a touch of rosewater. The result is refreshing, and light enough to be drinkable over and over. Later in the season, chutney and jelly will be a major focus of production, as their customers prepare for holiday meals.
The family uses every part of the hibiscus they grow. Dried hibiscus leaves are part of the infusion that makes the tea. Calyxes that have been steeped for tea are strained out and saved to be used to make chutney. The seed pods are dried and saved to provide the seed stock for next year’s crop. It’s a sustainable business that produces little waste.
Pride Road’s current best-seller is its hibiscus tea with ginger and citrus. CONTRIBUTED BY PRIDE ROAD
“My brother and I have full-time jobs, and since my parents are retired, they do the majority of the work,” said the younger son, Yasin. “But, we come in on the weekends, or even take a day off when we have a big wholesale order. We pride ourselves on the freshness of our products. We don’t have a big backlog of inventory. When an order comes in, we make the product to fill it.”
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