Investment Magazine / Munira Ahmed
In light of a difficult economic reality and a blockade that burdened small projects, a pioneering project emerged from the heart of Yemen that carries great ambition and originality rooted in agricultural heritage Asal Al-Arab, a young initiative that aims to revive the Yemeni raisin industry and develop it in line with the requirements of local and international markets.
The project was founded by Ali Mohammed Jarallah, a young man from Sana'a governorate, in cooperation with two of his friends in early 2022 after he saw the need to present Yemeni raisins in a modern and clean form that restores their status and keeps pace with changes in consumer behavior Ali hails from Bin Hashish district, one of the areas known for grape production, which gave the project an authentic character and real belonging to the land and the product
From raisins to a brand
The project started with its main product, raisins of the three types of raisins, white and black, with professional packaging that takes into account hygiene and presentation quality. The products soon expanded to include almonds and traditional drinks such as raisin wine and shinin, which are drinks extracted from raisins and made in traditional ways derived from Yemeni regions such as Saada and Sana'a.
But the team's ambitions do not stop here, as it plans to expand its product base to include multiple derivatives of the grape tree, up to 28 products in the future, including grape leaves, vinegar, jams, juices, and even fresh grapes canned in supermarkets.
Challenges that weaken the wings
Despite the clarity of the vision, the road was not paved. The grape origin faces a set of severe challenges, most notably the weak purchasing power of Yemenis and the absence of government support, in addition to logistical difficulties related to export and high shipping and packaging costs. The team also faced significant losses in the first year that led to the complete depletion of capital
Perhaps the most severe challenge, according to Ali, is the culture of the local consumer, who is used to buying raisins in the open, which made marketing the packaged product require a long-term awareness-raising effort.
The enemy within
The founders of the project complain about the absence of any real governmental support and even go so far as to characterize some official bodies as the first enemy of local projects, referring to complications such as taxes, zakat and cleaning offices that burdened the project without being matched by facilities or encouraging support.
Light at the end of the tunnel
Despite all these obstacles, the project remains steadfast with the ambition of its team, which believes that the local and Arab market is thirsty for authentic Yemeni products, especially in light of the presence of a large Yemeni community abroad, which represents a promising consumer base.
While the project is still in its early stages, the origin of the grapes remains an inspiring model of entrepreneurship in the shadow of war and a living example that challenges, no matter how great, do not stand in front of determination and creativity.
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