Myasah Ali: When a Yemeni Woman Writes Coffee’s History with the Ink of Passion and Pioneering

In the corridors of Sana’a, where history breathes the aroma of coffee, and specifically from the heart of “Myasah Coffee,” a story begins that goes far beyond mere commerce. It is the story of a Yemeni woman, Myasah Ali, whose project did not emerge from a vacuum.

If Sana’a is the headquarters from which the company launched, the roots of the story run deep, intertwining with the historic soil of Haraz – the region that gifted the world the finest coffee across the ages.

This fusion between the bustling capital and the timeless heritage of Haraz created a hidden yet powerful bond that led Myasah to establish an entity whose name now echoes in international forums. In this compelling interview, we dive deep into that memory to discover how Myasah turned this profound connection into a driving force to rewrite the professional history of Yemeni specialty coffee. We invite you to explore this inspiring journey in the lines ahead.

Entering the Coffee World in 2021 Amid Difficult Circumstances: Passion or Challenge?

Honestly, the beginning was not a choice between passion and challenge. Both came together. Passion was the initial spark, but passion alone is not enough to sustain you, especially at the time and under the conditions I started in – the COVID-19 crisis was just unfolding, and its global impact was making itself felt.

That is precisely where the challenge entered. It was a personal challenge to prove that no matter how complex the surrounding circumstances, they cannot prevent me from achieving my goal. The challenge became the engine that drove me to produce specialty coffee to high standards, capable of competing strongly in the global specialty coffee market.

What Is the Secret Behind the Name “Myasah” as Your Company’s Brand?

This brand is the least I could offer to my grandmother, who named me and raised me. Her family was among the wealthiest and largest coffee farm owners in Haraz. However, after her parents passed away, she gave up all that inheritance and moved to Sana’a to avoid disputes over inheritance and to ensure her family’s safety.

This enterprise is a tribute to her sacrifice – every inch of land she let go for our sake. And my name is the greatest guarantee and commitment to the quality and luxury of what I present to the world. The link between Sana’a, where the company is based, and Haraz, where the roots lie, is a bond of blood and memory.

Sana’a, which embraced the company, is the same city where my grandmother lived after leaving Haraz. It is as if through this entity I am reconnecting what was severed, carrying Haraz’s legacy to the world through Sana’a’s gateway.

The Biggest Challenge: Working in a Field Described as “A Man’s World”

Yes, indeed. Exporting is one thing; going into the field is another. I am a city girl and did not know the villages. But my family’s support and their mindset were my first pillar of strength. The positive shock in the field was that women are present in coffee farms and work there more than men, so I never felt alien.

I earned respect and established my presence through credibility in dealing, and through the cleanliness and quality of the product I offer. Clean work always asserts itself. Everyone who has dealt with me in this market realized that behind this name stands a woman who accepts nothing less than the best.

How Did Myasah Build Trust with Yemeni Farmers?

I built trust with farmers simply by keeping promises and committing to them. The Yemeni farmer buys word and credibility before anything else. As for the hardest moment that changed my thinking, it was not with farmers but with traders’ mistreatment and their attempts to mislead me. Being a lone woman exporting in this field, some deliberately gave me wrong advice and misinformation, aiming to discourage me and make me give up.

I quickly understood the game and shifted from good faith to smart caution. I started asking the same question to multiple traders, then analysing and doing the opposite of their misleading advice. That experience taught me to rely only on my own research, and to trust my managerial instinct to protect my business. Knowledge is the strongest weapon in the export world.

The Secret Behind Ensuring the Highest Quality Standards at “Myasah Coffee”

The secret lies in the unique evaluation mindset I follow. I do not treat coffee as a merchant wanting to sell without enjoyment. Instead, I always put myself in the place of the farmer, the trader, and the final cupper. Before I ship any batch, I consider myself a stranger tasting that coffee and evaluating it with strictness.

This role‑playing prevents me from compromising on any detail, and makes me eager to deliver the highest level of quality and cleanliness, because I want the cupper to feel the same passion and effort that went into every single bean. Each bean carries within it the heritage of Haraz and the precision management of Sana’a.

Losses Along the Way: The Mistake She Wishes She Had Avoided

The mistake I wish I had avoided was giving my trust to an inexperienced trader. In my early days, out of an emotional impulse, I decided to help someone whom all the other traders had rejected. Unfortunately, because of him, I not only lost money but also lost a name and reputation I was just building. However, I quickly corrected the situation and completely changed my mentality and business system.

Emotion has no place in business. Since then, official approved contracts, rigorous verification of partners, and legal governance have become the foundation of every shipment, to protect the name “Myasah Coffee” – especially since it is my personal name and there is no room for mistakes.

Has Myasah Overcome the Stereotype of Yemeni Women?

The weight my name has gained today comes from the deep expertise I have built and my continuous drive to improve it. As for the idea of victory, I have not defeated anyone, because there is no person in front of me I wish to compete with. My ambition is to compete with myself and develop my work only. Regarding the stereotype:

Muslim women since the time of the Prophet, peace be upon him, sold, bought, engaged in dialogue in scholarly gatherings, participated in battles, and in every aspect of life. What I do today is not a battle against society. It is simply the practice of my natural and active role as an ambitious woman in the business world.

Balancing Global Standards with the Authenticity of Yemeni Coffee

Flavour and authenticity have not changed. The trees, soil, and climate in Haraz are constant factors that give coffee its historical identity. Global standards have not altered the essence of the coffee; they have improved the way we handle it.

The difference today lies in refining harvesting methods, drying, roasting, and storage to keep pace with the times, inventing new machines and doing deep work.

Adhering to these standards does not cancel authenticity but protects it, and ensures that this historical legacy is presented to international customers in the highest quality and cleanest possible form.

What Does It Mean That “Myasah Coffee” Has Reached Global Markets?

The feeling that overwhelms me is true, deep pride in myself, in a success I have lived step by step thanks to God, and then to my own effort that never stopped or retreated despite all the pressures and problems. I cannot describe the feeling.

Today I start my morning with a cup of coffee produced by my own company, knowing that I am offering the world an ideal product at the highest standards. I have achieved successes and accomplishments that many men in this market have themselves testified were beyond the possible.

The arrival of “Myasah Coffee” to these international markets is confirmation that determination can always make a difference.

Myasah’s Message to Every Young Yemeni Woman Who Aspires to Her Dream

The message I want to give to every young Yemeni woman is: focus on your dream and your goal, as long as you clearly see the outcome and the position you want to reach. And always remember that no one else sees this vision.

Most people will not support you, and the bad words, envy, and enemies will not stop appearing on your path. So never pay attention to them. Be very careful in choosing those around you to be a real support. Persistence and holding onto your dream are the true power that can break any obstacle or societal perception.

Always keep one certainty in your heart: Whoever has God with them has no one against them.

Frequently Asked Questions About Myasah Ali and Yemeni Coffee