WHAT'S UP WITH

THE NAME?

It’s a statement about doing ​things in a truthful way.

We are manifesting our identity ​through the original meaning of ​the word Mokha using truth and ​knowledge to create A lasting ​impact.

The journey starts with the ​expression of existential ​value.

kNOWLEDGE

We believe that a prerequisite to knowledge ​sharing/seeking is truth. Whether it is with ​ourselves or the topics we encounter, truth ​is at the foundation of our learning. ​Knowledge is not only power, it's ​responsibility.

WhY

tRUTH

We believe in Allah as the guide ​to our intentions for all aspects ​of life. We hold this compass in ​the pursuit of knowledge and ​impact towards a better future.

ALIGNMENT

The journey which is based on truth and ​knowledge will yield positive change. We aim to ​continuously align with these core principles.

The Port City of "Al - Mokha" ​was the first to export ​coffee in the 16th - 17th ​century to the world.

The first country to cultivate ​coffee under the Ottoman Empire and ​has a unique agricultural terroir ​with native coffee plant varieties

(Almost 90% of all coffee in the ​world comes from Yemen).

So this can ​apply to ​Yemeni coffee!​

IMPORTANT DEFINITIONS

India is a great ​example of ​applying this.. ​Karnataka

First create ​awarness then ​pursue PDO with ​others. Inshalllah ​it will work!

Identity ​matters, ​intention is key.​

Optimal

solution for ​Yemen conflict..

This coulld help ​Yemen's GDP..

80% of employment ​in Yemen is in ​Agricultural!

Champagne

The difference ​between "Gruyère" ​and

Swiss cheese..

Mokha is

"Arabian Wine".

Yemeni coffee is a ​cultural pillar of our ​region.

Feta

Cheese

Geographical ​Indication

Chak-Hao (Black Rice of Manipur) was ​conferred with the Geographical ​Indication (GI) Status by Government ​of India in 2019 with the GI Number 364.

Saffron produced in Kashmir was given the GI ​tag with the objective to put the Valley's ​brand on the global map. Jammu and Kashmir's ​Principal Secretary (Agriculture) Navin K ​Choudhary launched the Kashmiri saffron at ​the UAE-India Food Security Summit 2020.

Champagne

In the EU, Champagne has strong protection as a geographical ​indication. Champagne has been protected since 1967 as an ​“Appellation of Origin” under the Lisbon Agreement (Lisbon ​Agreement for the Protection of Appellations of Origin and ​their International Registration).

Sounds Cheesy enough

The Parmigiano Reggiano GI gained overall legal status in the EU in 1996 when it was in ​the vanguard of denominations to be classified as a protected designation of origin ​(PDO), a classification for GIs recognized in the EU.

The Parmigiano Reggiano PDO has specific and important requirements that consolidate a ​product’s distinctiveness beyond GIs and includes the requirement that the consortium’s ​members establish production methods that are defined in a specification.

LANGUAGE

Mokha or Mocha?

مُخا or موكا

$5

is a misuse of the original name of the ​Port city "Al - Mokha" to mean something ​else.

It is used to brand a chocolate flavored ​coffee beverages and coffee blends not ​produced from Yemen.

SABCOMEED (2017 -2021)

We started from the source by ​recognizing that our identity and ​purpose is to serve something greater ​than our current generation. However, ​the lack of experience and ​perseverance in the face of ​challenges was a lesson never to be ​forgotten.

We began the process in 2017 with the ​company Sabcomeed, which was a ​combination of the partners last ​names. Our experience with the coffee ​industry was still theory and at ​commodity at best. As a result, this ​translated into the way we did ​business internally as partners and ​externally with the market.

ABOUT US:

REFLECTIONS OF THE PAST

Life is complicated, ​make it simple

Instead of understanding what is involved in ​alignment of operations, sourcing, purpose we just ​dove right in. The mindset was "how can we sell ​Yemeni coffee?"

The result of that was a basic coffee quality with ​an unrealistic expectations to sell green coffee ​beans at $60/kg. We had a competitive market ​approach rather than a collaborative mindset ​towards other players in the same industry.

We ended up not selling our first year, and ​producing low yields of 5-8%, which meant that ​our costs of production far exceeded our ​unrealistic selling price.

Our second year (2019), we barely achieved ​$20/kg and worked to improve our yield to an ​average of 12% with 1-2 clients with several ​top quality coffees that sold at $50-60/kg.

During this time, we were just starting to ​understand what the specialty coffee market ​entailed from seed to cup, and what a ​partnership between ourselves really meant.

A partnership between friends slowly ​fell apart because of the lack of ​leadership and understanding especially ​from Abdulrahman Hayel Saeed.

In 2020, the original partnership at ​Sabcomeed was over. What remained was ​Abdulrahman and lessons of the past.

While the situation seemed absolutely ​hopeless, through faith and the ​challenge of an existential crises, the ​statement “Mokha not Mocha!” brought ​life again.

The statement rang from the depths of ​the unknown and weaved the past into a ​present path with a foundation for a new ​beginning.

The calling to reclaim the identity of the ​land of Mokha, to mean coffee beans from ​Yemen, and not a diluted meaning of a ​chocolate flavored coffee beverage, was ​purpose enough.

VISION

Bridge the gap in ​value

MISSION

Reflect the gap

in value

VALUES

بسم الله الرحمن الرحيم

how we source and ​process our green coffee

October

December

August

November

February

March

• We have been operating on this model since harvest season 2017/2018
• Based on our budget before the season, we determine the costs of production and processing.
• We process our coffee cherries both naturally and anaerobically depending on pre-season ​orders/expectations.
• Shipment arrives to Dubai in May and is then shipped to our partners via Air Freight internationally.
  

Our sourcing model begins with understanding elements specific to the ​regions and villages we operate in - we adapt to the land, people, and ​process. Since Yemen has a low yield of production, and a high cost ​associated in sourcing /processing, we created the following model:

Individual

Farmer Lots

Any farmer that is able ​to produce 30 kgs of ​green beans min. up to 300 ​kgs.This is an exclusive ​individual farmer lot.

Village ​Community Lots

A group of farmers between ​15 - 100 who produce less than ​30 kgs of green beans and ​comprise a village community ​lot.This is a unique village ​lot.

• Identify villages and farmers.
• Based on our harvest budget X , we purchase red coffee cherries at a standard price of ​$2.6 per kg.
• Identify individual farmer and village community farmers.
• Determine the amount of beds needed for processing based on amount of cherries ​expected.
• Determine the amount of hermetic (Ecotac) bags required throughout the process.
• Estimate the cost of transportation, logistics and shipping.
• Prepare a post-harvest forecast of estimated final green beans. This is based on the ​average yield between 12-14% (100kgs of cherries = 12 - 14 kgs of green beans) after ​processing, hulling, and sorting.
• All costs of sourcing and processing are handled by MNM.

• Dried coffee cherries are hulled and separated by screen size/grade.
• Green beans are hand-sorted for defects.
• Green beans are packed into 15 kg vacuum-sealed Ecotac bags.
• Preparations for transportation from Yemen to Dubai.
• Shipment is cleared by Dubai Customs at Jebel Ali and inspected for Certificate of ​Origin, Phytosanitary, and Dubai Municipality Health Inspection.
• Upon arrival to our Dubai warehouse, green beans are shipped internationally via ​Air Freight arriving within 6 - 8 working days.

Where is ​your ​location?

What types of

coffees do you ​have?

When can

you deliver?

Where do you get

your beans from?

What are the notes?

What's

the

score?

DO YOU HAVE Roasted BEANS

OR JUST GREEN?

How

many KGS

are in

the bag?

(green ​beans)

How

many grams

ARE in the bag ​(Roasted beans)?

Quality Is The Process ​Of Meaning

We apply SCA standards from harvesting, processing, sorting, and grading. However, Over the ​years we have noticed that using SCA grading/best practice as the only criteria to determine ​the quality of coffee is not optimal or sustainable.

We evaluate our coffees by gathering as much diversity of sensory perspectives to highlight ​the quality/character of each specific coffee lot objectively and subjectively. To overcome ​the bias of taste, we send the same coffee lot to different roasters around the world, ​sometimes receiving a score ranging from 81 - 89 points.

This step usually results in subjective taste notes and descriptions that vary depending or ​roast profile/brewing ration/preference. By using the approach of taste/smell to determine ​the value and/or quality of specialty coffee is not sustainable nor accurate. Another factor ​we have noticed is the lack of experience of roasters and the coffee industry with Yemeni ​coffee in general. This resulted in roasters being hesitant in identifying value when it comes ​to price in relation to taste.

We aim to begin the conversation about quality by highlighting the agricultural production ​process and its overall effects on the mental/spiritual activation of thought. Our ​transparency and traceability are highlighted through the people, the land, and production ​process. We document the source of our Yemeni Mokha to align the original meaning associated ​with the name Mokha and the process from seed to cup. The misconception behind the word ​‘Mocha’ to mean a chocolate coffee beverage that is an added flavor is a form of consumer ​deception.

Therefore, labeling any product ‘Mocha’ in the Food & Beverage industry let alone the coffee ​industry, is not respecting the origin of coffee cultivation/characteristics of Yemen Mokha ​beans. This is what we aim to manifest with Mokha Not Mocha!

Knowledge Gap/ Education / Research

Low Overall Coffee Production

Political and Socio-economic Reality

Low Agriculture Yield and Water ​Scarcity

Cost Perspective = Price

Given that the most common question from a cost perspective is ​"Why so expensive ?", our answer would be in relation to all costs ​associated with producing, sourcing, and processing -understanding ​price would be the aim in this discussion.

Value Perspective = Meaning

Our most aligned partners are knowledge seekers who come ​from a mindset of understanding. By asking the question "Why ​so valuable ?", we can share the same vision that extends ​beyond taste and price - understanding value would be the ​purpose of this discussion.

CONTACT us

info@mokhanotmocha.com

Welcome to ​the village of ​Masar, West ​Haraz, Sana’a

Welcome to the ​villages of Shaia’an, ​al Sanaa’, and ​somara , IBB ​govornorate