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GDP Economics word cloud graphic diagram

Yemen's $1 billion Coffee Opportunity

by Erin Fletcher July 12, 2016

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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Harvard Development Economist in Tanzania

Meet Al Mokha's Economist who we stole from Harvard

by Erin Fletcher June 12, 2016

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. In the headline photo that's me doing research for the IRC in Nyarugusu, Tanzania. Basically, I spend a lot of time thinking about very economist-y things like incentives.

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Yemeni coffee cherries in bucket, Taiz Governorate

Yemen's Mocha Coffee Can Spark Economic Growth

by Anda Greeney June 01, 2016

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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