Up until the early 1700s, Yemen was the world’s sole producer and exporter of coffee. But as importing nations found new ways to source the bean, the coffee trade slid into corporate commercial capitalism. And Yemen couldn’t compete.
By 1800, the country was producing just 6% of the world’s coffee. Today, it’s less than 0.1%.
Despite this, Yemeni farmers are still growing coffee today. But with the narcotic plant ‘qat’ attracting a higher price, many farmers reluctantly switch over.
But Qima Coffee is changing that.
By partnering with smallholder Yemeni farmers, Qima Coffee provide the training and infrastructure they need to grow and sell their coffee, paying the highest and fairest premiums in the market.
Working closely with their founder, I helped Qima Coffee distill the foundations of their brand – from their core position and mission statement to their values and tone of voice. I then created a customer brochure that accompanies every box of specialty coffee, a fair chunk of which is now featured on their website.