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Founded in 1990, Amazing Herbs has become a symbol of family devotion, natural wellness, and innovative entrepreneurship. Established by Waseem Goreja and his late father, Ashraf Goreja, in Atlanta, Georgia, the company pioneered the introduction of Black Seed as a health supplement. With a mission “to introduce as many people as possible to the wonders of Black Seed Oil,” Amazing Herbs continues to flourish under the passionate leadership of Nazia Sarbuland, Waseem’s wife, following his passing five years ago.
The family-owned brand has been a trailblazer in promoting the virtues of Black Seed Oil, holding firmly to the belief that “there is healing in Black Seed for all diseases except death.” Beginning with sales in health food stores and ethnic markets in Atlanta and the East Coast, Amazing Herbs gradually expanded its reach, attracting a larger audience through its website launched in 1998.
The turn of the millennium saw Amazing Herbs breaking new ground by becoming the first company worldwide to cold-press Black Seed oil for Softgels and liquid Black Seed Oil. Their innovation did not stop there; they continued to introduce a full range of black seed related products to health food stores, cementing their status as industry leaders.
In 2005, UNFI, formerly Select Nutrition, became the first national distributor for the brand, a significant step that paved the way for exponential growth. By 2009, Amazing Herbs’ products were available in nearly 1,000 stores nationwide, and the number soared to over 8,000 by 2018, including major retailers such as Whole Foods, Vitamin Shoppe, and GNC.
Today, Amazing Herbs is more than just a brand. It represents a family legacy that transcends borders, reaching consumers in the UK, Australia, Japan, South America, the Caribbean, and Africa. It embodies a commitment to natural health, integrity, and innovation.
The connection to family and a dedication to the unique healing properties of Black Seed Oil has allowed Amazing Herbs to thrive. It serves as a testament to the power of family bonds and the potential of natural remedies to foster well-being.
The journey of Amazing Herbs is an inspiring story of perseverance, familial love, and belief in the power of nature. It’s not just about selling a product; it’s about spreading the knowledge and benefits of a time-honored ingredient that has the potential to enhance countless lives.
