Maria El Khoury
When blending her wellness teas for Yaye Africa, Maria El Khoury taps into her background and training as a certified health coach. For Maria, Yaye is a solution to problem she encountered a few years ago, when faced with health challenges. She started digging into natural treatments and remedies for herself and family. Yaye, which is shortened from the Twi phrase, “Ayekoo Yaye!” translates roughly to the exclamatory “Great job, welcome!” and encapsulates how she wants people to feel when enjoying her tea. “Tea is a perfect welcoming drink that you offer guests. Tea, coffee or any hot beverage,” says Maria. In Lebanon, where she was born, tea and herbs are a strong part of the culture. With Yaye Africa however, Maria wanted to create something that was uniquely Ghanaian. Using a blend of dried herbs, fruits, and spices indigenous to Africa, she set out to create a blend that was both potent and familiar. Maria's focus is on coaxing the flavor and taste out of the tea without the use of additives, so even Yaye's tea bags and cellophane wrappers are made with cornstarch. Blended herbs tell a story and with Yaye, a powerful tale. Yaye is not just a brand but a whole community. It's not just tea - it’s about causing awareness as well.
JUST THE STATS PLEASE
WHERE DO YOU LIVE? Accra, Ghana
WHERE WERE YOU BORN? Beirut, Lebanon
WHAT IS YOUR FAVORITE FOOD? Lebanese Cuisine
INSTAGRAM: yaye.africa
TIKTOK: N/A
MINDING YOUR BUSINESS
WHEN DID YOU START YOUR BUSINESS?
September 2023
WHY DID YOU START?
I started Yaye Africa out of a personal need and a passion for clean, sustainable tea. While searching for high quality teas that aligned with my lifestyle, I realized that the market lacked products that were truly pure, additive-free, and eco-friendly. This led me to explore local herbs and their medicinal benefits, inspiring me to create a brand from scratch that prioritizes transparency, sustainability, and authenticity.
WHAT MOTIVATES YOU TO KEEP GOING?
What keeps me motivated is knowing that we’re making a difference. Every time a customer shares how our tea has helped them feel better, every time we reduce plastic waste, and every time we introduce someone to the beauty of pure, herbal tea, we know that all the hard work is worth it. We’re not just selling tea, we’re building a community of conscious consumers who care about quality, sustainability, and transparency.
WHAT DO YOU WISH PEOPLE KNEW ABOUT YOUR BUSINESS?
There are several things that I wish people knew about Yaye Africa Tea.
Our vision: redefining the tea industry. We envision a world where tea is not just a commodity but a conscious choice, where every sip contributes to health, sustainability, and ethical sourcing.
Our production process: Many people don’t realize the effort that goes into producing truly clean and sustainable tea. From sourcing to packaging, every step is intentional. From the ingredient sourcing to the blending process, to eco-friendly packaging. This process takes time and effort, but it’s the only way to create a product that aligns with our values.
SELF-CARE IS SELF-LOVE
WHAT MAKES YOU AWESOME?
I would say discipline is my best quality because it has been the driving force behind everything I’ve built with Yaye Africa Tea. Unlike motivation, which can come and go, discipline keeps you pushing forward even when challenges arise. Beyond business, discipline helps you continue learning, improving, and refining your processes. It keeps you focused on your goals, ensuring that you’re always moving in the right direction.
WHAT'S THE FIRST THING YOU DO WHEN YOU WAKE UP?
The first thing I start my day with is hydration. Room temperature water is gentler on the system compared to cold water to help rehydrate my body after hours of sleep. Second, having tea. My choice of tea depends on the herbs available, allowing me to tune into what my body needs each day. Mint tea, for example, is refreshing and aids digestion, while other herbal blends may offer relaxation, immunity support, or energy. Third, I take time to read in the morning before the busyness of the day takes over. Whether it’s a book on business, personal development, or something inspiring, it helps you start your day with fresh ideas and focus. I usually close my routine with meditation to allow me to ground myself, clear my mind, and set intentions for the day.
WHAT IS YOUR FAVORITE DETOXING REGIMEN?
My favorite detox regimen is centered around herbal remedies, hydration, and mindful practices.
WHAT ARE YOU MOST GRATEFUL FOR?
I am most grateful for health and family, and the ability to learn and grow.
WHAT'S THE LAST THING YOU DO BEFORE YOU GO TO SLEEP?
Reflecting on positivity, taking time to think about the positive moments of the day, no matter how small. Ending the day with a book allows me to disconnect from screens and slow my thoughts. Legs up the wall pose, this gentle inversion is perfect for unwinding. It promotes circulation, relaxes the nervous system.
RANDOM NOTES AND GOODNESS
HOW DO YOU LIKE TO HAVE FUN?
Spending time with friends and family, wellness workshops, trying a new skill, mindful walks, traveling.
DO YOU HAVE A FAVORITE QUOTE OR CORE BELIEF?
My core beliefs revolve around purity and transparency, discipline and growth, and empowerment through knowledge. My core beliefs drive my daily routines, my business approach, and resilience.
WHAT ADVICE WOULD YOU GIVE TO YOUR YOUNGER SELF?
Trust the journey, everything unfolds in its own time, the moments of doubt, and the unexpected turns are all part of the bigger picture. Stay consistent and keep believing in what you’re building. Your intuition is powerful, listen to it. The answers you seek are often already within you. No matter how tough a situation seems, there’s always a way forward. Stay curious, ask for help when needed, and remember that every problem has a solution.
WHAT DO YOU LOVE MOST ABOUT AFRICA?
Connection to nature, the power of traditional knowledge, the strength and warmth of the people, the food and flavors, the music and the art. The spirit of innovation and entrepreneurship.
WHAT FRUSTRATES YOU MOST ABOUT AFRICA?
Africa is rich in natural resources, talent, and innovation, yet development often feels slow due to the lack of investment in key industries. There’s so much potential but systemic challenges hold it back. Many African countries import goods that could be produced locally, leading to unnecessary dependence on foreign markets. For example, the tea industry often prioritizes exports, leaving local herbal traditions underutilized.