Philosophy

Given the market opportunity for Yemen to supply specialty coffee while simultaneously improving the current economic conditions, we have developed the following philosophy:

 

• We believe in the alignment between supply and demand in all its forms. This includes a mindset of knowledge seeking and an purposeful approach towards opportunity manifested by the meaning behind Mokha Not Mocha ; We are reclaiming the value of identity.

• Our sourcing depends on forming a traceable ecosystem that allows for the steps of production to be transparent to the market from seed to cup. On the other hand, the market must align their traceability standards in return and complete the bridge back to the farmer.

• Our approach of traceability is from seed to cup and vice versa, from the market back to the farmer. This allows for a complete cycle that is traceable, authentic and long-term with a multitude of benefits.