Dubai,5 Marach 2024(QW): – In an enchanting coffee narrative, we delve into the tale of “Yemeniyat Boutique” in the Saudi capital, Riyadh. Initially, the name led me to believe it might be the brainchild of a group of Yemeni women, but a captivating revelation awaited. “Yemeniyat” emerged as a meticulously curated assortment of coffee, roasted at the “Runa” roastery in Jeddah, Saudi Arabia.
This roastery boasted a diverse array of coffee, encompassing Yemeni, Ethiopian, Brazilian, and other variants, a tradition that continues at the Al-Runa Roastery in Jeddah. Muhammad Modhesh, the project’s founder, shared that in 2018, they inaugurated the “Runa” roastery in Jeddah, offering a spectrum of Yemeni and Ethiopian crops. Towards the year-end, product packages were introduced, each bearing the names of the respective countries. These included the “Latinas,” “Ethiopian Women,” and the notable “Yemeniyat” package, featuring approximately 10 varieties of Yemeni coffee crops.
Despite its premium pricing, the “Yemeniyat” package garnered significant popularity due to its exceptional quality. Motivated by this success, the company decided to establish a small boutique in Riyadh in August 2023, exclusively dedicated to showcasing Yemeni coffee, aptly named “Yemeniyat.”
Hassan Al-Darib, the director, emphasized that their objective extends beyond introducing Yemeni coffee to the wider public; it also involves preserving and promoting the rich Yemeni coffee culture. The success of Yemeniyat Boutique has spurred plans for expansion, with the opening of three branches within the Kingdom this year and contemplation of entry into foreign markets, particularly in Abu Dhabi, Dubai, and Canada.
While Yemeniyat operates as a commercially profitable venture, it carries significant developmental facets by actively supporting Yemeni farmers. The project involves educating them on optimal practices in coffee cultivation and processing to yield superior products. Challenges abound due to the limited farming culture in most Yemeni regions, prompting farmers to rush harvests. Notably, the Haraz region stands out, where farmers have recognized the importance of meticulous crop handling and patience in both harvesting and post-harvest processing.
Modhesh disclosed concerted efforts to boost coffee cultivation in various Yemeni regions, particularly those internationally renowned, such as Yafa, where they planted 200 coffee petals. He stressed the necessity of collaboration, activity, strong awareness, and patience for these initiatives to bear fruit.
Crucially, Modhesh underscored their commitment to inclusivity, stating that Yemeniyat welcomes coffee from all regions in Yemen. The company not only supports all farmers but also acknowledges them by naming crops after them, fostering encouragement and motivation. Presently, their focus lies on coffee processing, offering diverse products like Arabic espresso, drip coffee, and more.
