Pride Road is a family and veteran-owned and operated company.

Owner Najeeb Muhaimin’s father, Yasin, was the first in his family to grow hibiscus. Yasin’s family farmed near Zachary, Louisiana, and he started a pastured poultry business specializing in halal processing. Louisiana State University offered Yasin hibiscus seeds, and he grew it to make jelly and tea. After Hurricane Katrina, they moved to Atlanta. Yasin passed on his passion for farming and rural life to Najeeb. When Najeeb wanted to make hibiscus products, his father advised him: “if you’re going to do it, you have to grow it yourself.” Yasin knew that Najeeb would only get the highest quality hibiscus from growing it himself.

The hibiscus plant, also known as Roselle, Bee Sap, Hermica, or Florida Cranberry, belongs to the same family as okra and cotton. It is harvested by hand—there are no machines that can pick it. Najeeb grows on 77 acres and anticipates harvesting 60,000 lbs of hibiscus, which reduces in volume to a 10:1 ratio when dehydrated.

Pride Road makes classic hibiscus jelly, habanero hibiscus jelly, classic hibiscus chutney, peach hibiscus chutney, and beverages like ginger hibiscus tea, strawberry hibiscus lemonade, and blueberry hibiscus lemonade. Hibiscus jelly and chutney are popular during the holidays.

Najeeb is passionate about becoming the premier domestic source for hibiscus and wants to empower other farmers to grow hibiscus.