Launch of Organic Yemen’s Yuri & Terra Brand in Malaysia

Organic Yemen is pleased to announce the launch of its https://yuriterra.com/en high-end wellness brand in Malaysia.  As of this month, YT products such as skin and hair care products, sidr honey and moringa powder will be available on the Malaysian sites of online marketplaces Shopee.my, Lazada.my, Google Shopping and YT’s own E-Commerce store.  This makes YT the first brand bringing superfoods and world-class from Yemeni origins to Malaysia.

Malaysia has always had a great market for natural wellness products. This newly launched line from Organic Yemen will not only benefit Malaysian consumers but also support Yemen agriculture investment.  It will do this by demonstrating to agriculture impact investors than Yemeni products can reach high-value markets.  Additionally, it will enable higher margins while also lowering investor risks, thereby attracting more investment to Yemen in the future

Malaysia - A Key Market For Yuri & Terra

The Malaysian fitness products industry is truly booming and is set to reach $227 million this year. The probiotics industry seems to grow especially well, with a forecast of $311 million in the next 5 years. Malaysia is therefore ripe for the brand of skincare cosmetics, superfoods, and other fitness products that Organic Yemen has launched.

There seems to be growing popularity for the Sidr honey, Moringa powder, Trio blend, and other such products from Organic Yemen. While Malaysia has always been importing honey from Yemen, no major brand up until now has truly made its mark in the segment.

This provided Organic Yemen the perfect opening, and through the marketing brand of Yuri & Terra, its flagship products have launched online in Malaysia. This movement has served a double purpose.  Firstly, it has ensured that the Malaysian population has access to these superfoods from an authentic source, and secondly, it has added to the Yemen value chain by providing a reliable and high-end market for Yemeni products.

As part of the launch, OY also launched Malaysia-specific Facebook and Instagram channels for Yuri & Terra.  It is expected that offline sales will follow through major chain stores.

Another Link In OY’s Yemen Value Chain

Organic Yemen, with its large range of products, has been determined to build an end-to-end value chain for Yemen’s agriculture exports.  Products such as Sidr honey have always been imported out of Yemen, but the country received little to no recognition for it.

With Organic Yemen, this is all set to change. OY focuses on enabling impact investors to apply their capital to agriculture projects in Yemen that not only are profitable, but have an impact on the daily lives of Yemenis.  The YT brand enables investors to benefit from higher margins, while lowering the risk of finding buyers for the products produced.  At the same time, YT builds international appreciation for Yemeni products, which in turn attracts even more investment to the country.

The OY brand is also poised to tell the story of the people of Yemen and how they have provided the natural resources of their country to the world in the form of health products and superfoods. The scope of Yemen exports is also set to grow, as Malaysia will now become the latest addition to their export line alongside Thailand and UAE.

Lower Risk, Higher Profit Through A Robust Value Chain

The Organic Yemen model has always been successful and profitable for investors of the brand for many reasons. First, it developed its own retail brand, in order to enable it to directly reach consumers, tell its amazing story and capture more of the margin that it previously missed as a wholesaler.  Second, it used its agriculture products as the base ingredient in developing a rangd of high-end products that appeal to customers.  To quickly ramp up sales, it focused on the fast-growing markets of the Arabian Gulf and Southeast Asia.

Additionally, OY has applied rigorous data and agriculture study to its farms in order to ensure they are as successful and productive as possible.  They have done this through detailed pre-planting feasibility studies they conducted, applying agriculture data to identify the best locations for farms and launching Yemen’s first precision agriculture project in cooperation with market leader Agrivi from Croatia.  This full-circle and data-driven approach has gained it investment partners from around the world.

Since the launch of OY, the country of Yemen has also benefited. Yemen's impact investment has increased and also created more jobs in the agricultural sector. The products of Yemen that the rest of the world unknowingly enjoyed are now being truly acknowledged for their origin.

Through its efforts, OY has created a value chain unlike any other. On one hand, they have brought products to the Malaysian market that have become an instant favorite. On the other hand, they have created a profitable model for the farmers in Yemen who grow these products.

As Organic Yemen continues to grow its market reach and product scale, the end-to-end value chain that they have created will continue to expand as well. Through the efforts of OY, Yemen, from being a blip on the global map, it will be known as one of the major global producers of superfoods and high-end wellness products.

Contact us to here learn more about Yemen impact investment.