Verdú Cantó Saffron Spain (Novelda)
Specialty shopVerdú Cantó Saffron Spain is a family saffron and spice house in Novelda that has selected, packed and traded saffron since 1886 — one of the oldest specialist saffron businesses in Spain, and open for guided visits.
Why visit Verdú Cantó Saffron Spain
Founded by José Verdú Cantó, who travelled to the La Mancha saffron fields to select the best harvests, the company marked its 140th anniversary this year and is still family-run. It grew into an international trading house present in 42 countries, opening its first foreign office in India in the late 19th century — a striking reach for a business rooted in one small Alicante town. The company sells under two house brands: Pote, the traditional everyday line, and Toque, its newer spice-blend range.
140 years in the trade
Founded in 1886, visited by Novelda's mayor this year for its 140th anniversary — still run by the same family.
Guided tours available
About an hour long, covering the history and the selection and packing process, weekday mornings only.
Real specialist saffron
Selected and packed on site, alongside a wider range of spices, salts and spice grinders.
Rated 4.8 out of 5
Customers repeatedly describe it as becoming their regular supplier after one purchase.
Present in 42 countries
Opened its first international office in India in the 19th century — a genuinely global business from a small Alicante town.
Spain's protected saffron
Saffron itself is grown in several countries, but Spain holds one of the world's few protected Denominación de Origen certifications for a spice — look for the "D.O. La Mancha" seal for guaranteed origin and grade.
Practical information
- Address: Calle Sargento Navarro 7, 03660 Novelda, Alicante.
- Getting there: about 25 minutes by car from Alicante; also reachable by regional bus.
- Hours: Monday–Friday 8:00–14:00, closed weekends. Guided visits run within these hours, roughly 10:00–14:00, non-holiday weekdays — call ahead to arrange one.
- What to try: whole saffron threads over powder, and ask about the D.O. La Mancha grade if buying for a special dish.
- What to do with it: saffron is the defining flavour and colour in paella and fideuà, and also shows up in arroz negro, cocido stews, and sweet dishes like leche merengada — a few threads steeped in warm liquid before cooking release the most flavour.
Explore more of the Costa Blanca
Verdú Cantó Saffron Spain is one of many destinations on the CostaMap interactive map — browse beaches, villages, castles and specialty shops across the whole coast.