This post is Part 3 of a five-part series on measuring Al Mokha's impact in Yemen. (Links to Part 1 & Part 2)

Erin and a Tanzanian woman smiling with an orange dirt background
Author (on right) in Nyarugusu, Tanzania, during a project for the International Rescue Committee 

As a development economist with interests that are a little outside the norm, I spend a lot of my day thinking about how to measure unmeasurable things. How prevalent is a certain belief? And how does it affect people’s behavior? Can one violent event, or experience, be objectively seen as worse or more violent than another? And if so, what determines that violence—scope, tenor, frequency? How do we fix it?

So, when Anda told me he wanted to start thinking more about impact and measurement at Al Mokha, I jumped up and down with glee. From the moment he and I first talked development and coffee in Cambridge almost a year ago, I’d been questioning, "cool, but how do you measure that?"

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This post is Part 2 of a five-part series on measuring Al Mokha's impact in Yemen.

Erin Fletcher sitting at laptop with hut in background
Author conducting research for the IRC in Nyarugusu, Tanzania

In Part I, Anda wrote about the perils of trying to be a salesperson / academic, and how that duality plays out in the business: investors want to see sales growth whereas economists (me!) want to see real, measureable change in things like poverty levels, in coffee production, in anything we can quantify with data.

So we're working towards that. In this post, Part 2, I introduce myself and in parts III- V we tackle some tough questions.

Well, who am I? If you're here frequently you know Anda and you've heard mention of some of his advisors (as he spins tales of sinking all his time into a startup). I'm the nerdy PhD obsessed with data and development. I have a doctoral degree in economics. I spend most of my time reading and writing papers on violence against women and children and female labor force participation. I spend a lot of time thinking about very economist-y things like incentives.

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This post is Part I of a five-part series on measuring Al Mokha's impact in Yemen.

coffee cherries Yemen held by man

Two years ago, I founded a two-pronged enterprise with goals to be a successful coffee retailer and an entity that used our economic engine for the benefit of the people of Yemen. We call ourselves Al Mokha, Public Benefit Corp. and we source and market Yemen's World’s First Coffee™.

It has taken me two years to wrap my head around Al Mokha’s identity. Was I a coffee company? A development organization for a third world country? The reality is we are both, a startup with two faces; just like the Roman god Janus.

Let me illuminate.

We have two customers. The first is you, the consumer, and our product is our World’s First Coffee™. Our second customer is implied, and that’s the people of Yemen. If you turn our World’s First Coffee™ inside out, our product is life changing jobs. And here we can disappear down an academic rabbit hole.

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We rate 4.8 stars on Amazon

December 11, 2015

coffee  

Shop our website for better prices (and margins for us) but consult our 4.8 star Amazon reviews.

They have a very unique taste that delays when it hits then it's like all at once almost like chocolate

on April 7, 2015
Verified Purchase
Cleaned out the inventory due to the civil war in Yemen.
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