A Recipe for Success in Yemen
“The training has not only helped my business, but also shaped my personality. I was a secluded and shy person, who didn’t know anything beyond the perimeter of my house and family. Now, I socialize with new people and discover a new thing every day about myself, my community, and the world. I believe in myself and know I have the potential and capacity to realize my dream—to expand my business.” — Ebtisam Al Baras, Owner, A Sprinkle of Sugar Catering
Ten years ago, Ebtisam Al Baras never would have imagined herself as a successful entrepreneur. Following the dictates of strict social conventions, her responsibilities as a wife and mother defined her life and rarely took her beyond the enclave of the family home. With the war, however, everything changed. Her husband lost his employment as a road engineer, and the family faced serious struggles to make ends meet. For the first time, Mrs. Al Baras found herself searching for ways to contribute to her family’s livelihood. Prompted by members of her tight-knit community, who appreciated the fine taste of her cookies and cakes, Mrs. Al Baras launched a small business selling baked items from her kitchen to her close neighbors and relatives. She called her company “A Sprinkle of Sugar.”
Initially, Mrs. Al Baras worried that she lacked the basic skills for running a business, and she was reluctant to go against social norms that discourage women’s workforce participation. However, with the support of her husband and parents, Mrs. Al Baras agreed to take part in a USAID-funded initiative that could cultivate both the cooking techniques and the practical entrepreneurial skills she needed to turn her blossoming small business into a successful enterprise.
In December 2020, Mrs. Al Baras was invited as part of a group of 60 women from coastal communities in Hadramawt Governorate to take part in a Seafood Recipes and Entrepreneurship training session conducted by USAID’s Economic Recovery and Livelihoods Program (ERLP). ERLP works in partnership with the Yemen-based Selah Foundation and local communities to engage women with limited mobility and awareness of employment outreach networks and opportunities. The training sessions are part of a broader USAID initiative to empower women to run sustainable private businesses in growth-oriented sectors – generating both higher incomes and new jobs.
During the training sessions, the participants were encouraged to experiment with different seafood recipes, tapping into the rich supply of fish and shellfish available locally in their coastal communities. They explored both classic and non-traditional recipes, and they were introduced to professional cooking and prepping techniques. The trainers emphasized the importance of maintaining high-quality standards and presenting their products in an appealing way. They also introduced participants to basic marketing concepts and strategies for extending their market linkages to a wider range of buyers.
Mrs. Al Baras expanded her product line to include savory selections, incorporating popular seafood dishes. The training session also focused on building entrepreneurial skills, which Mrs. Al-Baras applied to develop a comprehensive business implementation plan for A Sprinkle of Sugar. The plan lays out a system for allocating resources accurately, estimating future profits, and managing Mrs. Al Baras’ time and budget.
In addition, Mrs. Al Baras applied her newly acquired market linkage skills to widen her client base significantly. Indeed, business is booming at A Sprinkle of Sugar, which is now featured in local schools and markets, and often requested to cater for wedding and birthday parties.
Today, A Sprinkle of Sugar has become a full-fledged family business. Mrs. Al Baras’ husband, three daughters, and son have all joined the effort, pitching in to keep up with the cooking, the packaging, and the deliveries for their newly thriving enterprise. For Mrs. Al Baras, the role of a successful businesswoman is not only bringing new hope and a better livelihood for her family, it is expanding her personal horizons and sense of self.
“Becoming an entrepreneur and a business owner for me is an adventure -- an adventure where I discovered myself!” she concludes.
USAID’s Economic Recovery and Livelihoods Program (ERLP), addresses critical economic stabilization challenges in Yemen. At the macroeconomic level, it restores economic stability, enhances fiscal management, and increases international trade flows. At the microeconomic level, ERLP helps small producers create their own businesses, strengthens private sector performance and competitiveness, and creates jobs and new market linkages for sustainable livelihoods. [Photo Caption] Photo: ERLP
Photo: ERLP