Wednesday, July 11, 2007

Parsian International Market: A Taste of Tehran on Convoy

A few years ago, my friends Paula and Armando told me about Parsian, a tiny Iranian market on Balboa Ave. in Clairemont near See’s Candy. Armando, in particular, adored the fresh produce. It took me awhile to find it but once I did, I had a ball shopping there. And, then it wasn’t there; instead the much larger Balboa International Market was. It was all very confusing but it turns out that Parsian had simply moved, taking over what had been a Chinese restaurant (and before that a McDonalds) on Convoy in Kearny Mesa, across from Home Expo.

Parsian, still small by market standards, has been in these digs for three years now. It’s owned by three women, including Sariba Arin, who told me by phone that Parsian has been in business for 13 years. And, it’s a business with a loyal clientele. Last Saturday, a middle-aged man waiting for his takeout order told me how much he loved the store, how wonderful and kind the people are who work there and that he and his wife continue to drive down regularly to shop from Carlsbad, where they now live.

In fact, Parsian is a great place to stop by for a casual lunch on the patio before picking up authentic Iranian and Middle Eastern treats. The owners have obviously taken advantage of the pre-existing kitchen space (and drive-through window) to offer a nice mix of prepared meals, redolent with exotic spices. Start with dips like hummus, cucumber (their tangy, thick house yogurt mixed with crunchy chopped Persian cucumbers and fresh mint), shallot (yogurt with shallots—very oniony) or eggplant (eggplant marinated in garlic and onion, topped with yogurt). On a hot day, try a Greek salad or grilled chicken salad. They have A’sh Reshteh, a vegetarian noodle soup with lentils, garbanzo beans, herbs, reshteh (Persian noodles), garlic and mint. And, of course, they have kabobs—grilled filet mignon, minced beef, chicken, even salmon. The plates come with the most extraordinarily fluffy and aromatic basmati rice with saffron; a salad bursting with tomatoes, sweet onions and thick slices of Persian cucumbers; two pieces of warm lavash (a light, thin flat bread) with butter and the traditional grilled tomato. I sampled the mini grilled chicken kabob (marinated in saffron and a splash of lemon) and beef kabob (koobideh) platter. Both the chicken and beef were moist, tender and full of flavor.

They also have a variety of sandwiches and enormous wraps, as well as very tasty specialty stews. I took home the fesenjoon, a hearty walnut stew made with breast of chicken strips, crushed walnuts and pomegranate sauce, served over basmati rice, with a side salad. The stew is a deep brown and thick, almost like a paste, rich with the subtle essence of the walnuts and pomegranate. Equally enticing is the eggplant stew, with sautéed onions in a tomato sauce with top sirloin strips. Portions are huge and the prices very reasonable.

Once you’ve had some lunch, grab a basket and head down the aisles. Check out the colorful hookas, or water pipes, and the crazy collection of tobaccos—splash margarita, raspberry, cappuccino, cherry, strawberry daiquiri, cola and jasmine. That’s a whole other world of temptation for a nonsmoker like me, but obviously it has its fans.

More to my liking were the bins filled with snacking seeds and nuts—red melon, almonds, squash and watermelon. I was attracted to the thick red melon seeds but found I actually preferred the daintier “fancy” melon seeds.

They’ve got a good satisfying crunch and aren’t overly salty. Get the seeds loose here or packaged where they’re stacked in one of the aisles. In fact, look for something in the packaged section called “Leblebi.” These are, for a lack of a better term, frosted chickpeas. Frosted with sugar. Very popular in Turkey, they are nothing if not novel in taste, and actually, very good.

One of the best aisles for all-purpose hoarding is against the far wall. This is where you can stock up on all sorts of wonderful jars of pickles (torshi)—mixed torshi (hot marinated vegetables), pickled garlic, pickled onions, peppers, shallot, okra, cucumbers, eggplant and even sour grapes.

I bought what I thought was the most unusual—mixed fruits pickle. The ingredients include eggplant, quince, apple, garlic, cilantro, vinegar and salt in a thick minced texture. I don’t know what I was expecting but the first bite was not at all compelling and I thought I’d have to toss the jar. But, I decided to put it in the refrigerator and went back to it later. With a second try, I found that its odd sweet-vinegary tartness started to grow on me. It’s not something to spoon out and just eat, or even scoop with a cracker—anymore than you’d just nosh on a chutney, say. But, as a condiment, it would be delicious with fish or chicken and rice. And, in fact, torshis are accompaniments to a main course.

I also picked up a jar of green chili paste. This is very, very hot stuff. But, used judiciously, it can energize a sauce. Last night I steamed bok choy, scallions and sliced shitake mushrooms, and made a soy-based sauce for it that required red chili paste, which for some reason I didn’t have. So, I dipped into this and it added the heat I needed, as well as the flavor.

You can also find jars of vibrant orange pickled mango, zucchini caviar, marinated red tomatoes, pickled green tomatoes, curry pastes, ajvar (a wonderful red pepper dip) and a wide assortment of dried packaged herbs, flowers and spices, from cardamom, chamomile flower, borage and all spice to ground sumac, fenugreek, dried leek and valerian root. And, here’s something to try: dehydrated herbs and spices packaged in a canister by Sadaf. Each brightly colored container holds a mix specific to a particular dish—kookoo sabzi (herb soufflé), sabzi polo (herb rice), ghormeh sabzi (herb vegetable) and Aash (herb soup). Simply rehydrate the herbs and mix with other ingredients included in the recipe on the packaging. It’s an easy way to introduce yourself to unfamiliar dishes.

You’ll also find a wide range of olive oils, vinegars, olives and the mysterious assortment of waters I first found months ago at Balboa International Market—fenugreek, borage, sweetbriar, dill weed, oregano and the like. As I mentioned in a previous entry, some of these waters are medicinal, while others have specific culinary uses.

And, there are staples like beans, barley, rice flour, chickpea flour, bulgur, lentils, noodles and 10-pound burlap bags of aged basmati rice.

Stock up on the cans of stuffed vegetables. These are unbelievably handy to have in the pantry when you have company or can’t think of anything to make for dinner. Along with the traditional dolmas (grape leaves stuffed with rice), be adventurous and try stuffed eggplant. The rice is saturated with onions and tomato in a rich sauce. The stuffed chard leaves, or pazi sarmasi, are stuffed with wheat, onions and tomatoes. I tried the lahana dolma, or stuffed cabbage leaves. Again, it’s a rice, onions and tomato stuffing, but it also incorporates the sweetness of currants that complements the sweet cabbage leaves. If you serve them as finger food, cut them in half—they’re about three inches long and aren’t real firm—and squeeze lemon juice over them to offset the oil they’re prepared with. Lahana domas also make an easy, delicious and very pretty first course, served on a bed of baby greens. Again, squeeze lemon juice over them, and also drizzle with some olive oil and add a sprinkling of toasted pine nuts and grated black pepper to dress the greens.

The aisle with the packaged seeds is filled with other great snack treats: thick sunflower seeds, dried figs, pistachios and a rainbow of raisins.

There are packages of dried fruit strips, rose-water infused pistachio nougat and a variety of fruit nectars and syrups—quince, lemon, mint, rose, black currant, blueberry, raspberry and sour cherry. The syrups are terrifically versatile. Add one part syrup to three parts water (try carbonated) for a cool summer drink over ice. Add to a flute of Champagne or Prosecco. Or incorporate it into a glaze for grilling or roasting poultry.

I found jars of pomegranate spread, which I thought would be wonderful on toast. Surprise. “Spread” is an absolute misnomer for this; try molasses or syrup instead. It’s a deep brown, with a rich sour flavor and undertones of sweetness. And talk about versatile. Once I got over the looseness of this product, I came up with several ways to use it. I drizzled some over a bowl of sliced strawberries and blueberries for breakfast. I made a glaze for roasted chicken with olive oil, sea salt, red pepper flakes and minced garlic. I added it to a vinaigrette. I have yet to spoon it over vanilla ice cream or mix it with yogurt, but these would be refreshing desserts.

If you like to browse teas, Parsian has an aisle filled with a colorful variety.

And, of course, you’ll find Turkish coffee. For dessert, there are a range of sweet, thick halvas (both the Mediterranean version with sesame paste and the Iranian/Turkish version with semolina and rose water). And there are pastries: packaged tea biscuits and honey-laden baklava, chickpea cookies, walnut nazook (a cookie with walnuts and cinnamon) and, in a case, zolubia, little fritters made with flour and yogurt, dipped in a syrup of rose water and honey that melt in your mouth.

Parsian has a good selection of yogurts and yogurt drinks, several fetas (domestic, French, Bulgarian and Greek) and goat milk cheese. The small produce section had lovely summer fruits, enormous fava beans that a couple of customers were bagging to steam, luscious looking Persian cucumbers and a nice variety of fresh herbs.

Also tucked in that space are stacks of enormous flat breads specific to different regions of Iran—Tehran Sangak bread, Barbari Bread, taftoon and lavash. Parsian also makes its own taftoon, a Persian wholemeal flatbread that goes with just about anything—salad, kabobs, buttered for breakfast.

And, check out the ice cream freezer. You’ll find flavors like saffron rosewater, creamy rosewater, pistachio and the one I bought, pomegranate passion. The creamy base is a gentle foil for the sweet/sour essence of pomegranate.

Once you hit the counter, however, take a look for the gorgeous velvety green figs—soft fleshed, sweet and really delicious. And for the petite fresh sour cherries. While they are mainly used for cooking, they’re a wonderful, rare snack. This is a real find, not to be missed while they’re in season.

Parsian International Market is located at 4020 Convoy St.

Have some thoughts about Parsian International Market or other ethnic markets in San Diego? Do you have a favorite neighborhood market or shop that carries unique or unusual foodstuff? Let me know or add to the conversation by clicking on comments below:

Print Page


  1. Yum, thank you for this post! I went the other day and picked up a few items. Unfortunately, I had no idea how to use some of the items but had fun looking around.

  2. Hello! I just stumbled upon your blog and was happy to see that you reviewed Parsian Market. This is my family's business. It was founded by my late father in 1994 at the original Balboa location. Unfortunately, my father passed away in 2003, immediately followed by the landlord forcing us out of our lease since we did not want to take part in his new market. Luckily, we moved to our new home on Convoy.

    My mother, aunt (Fariba), and their business partner now run it. I encourage all of your readers to visit and leave feedback on their experience. We love what we do and are happy to have you there.

  3. Befarma noon dagh kabab dahg too darband

  4. do you know if they sell young walnut preserves at this store?

  5. I'm delighted. I've been driving all the way to El Cajon for stuff like this!

    Barbara Metz