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It does not take long for a newcomer to the United
States to discover that coffee is much more than a
high-intensity jolt of caffeine. Connoisseurs speak
of fruity notes and spicy undertones. Baristas are
rated for the thickness of their crema and their
fanciful foam latte art.
Coffee is to be savoured, like a fine glass of
Burgundy.
In Ethiopia, the birthplace of coffee, people have
always known that their fragrant beans brew a
flavourful cup of coffee. Now, thanks to an
ambitious project spearheaded by the Ethiopian
government, our country’s reputation for producing
the best coffee in the world is spreading far and
fast.
Through partnerships with American leading coffee
companies, Ethiopia is selling its specialty coffees
in coffee shops and retail stores around the globe,
introducing millions of consumers to our country’s
distinctive coffee culture. Our hard-working farmers
are selling their beans at record prices.
Just a few months ago, Regis Philbin, the popular
television talk-show host, sang the praises of
Ethiopian coffee on his “Live with Regis and Kelly”
show. He even told his millions of viewers, in a
slightly tongue-in-cheek manner, that he would like
to be a spokesman for our brand!
Walk into the Starbucks coffee shop in Pasadena, CA,
you would see a display of packaged coffee beans
bearing a bright yellow label emblazoned with the
words “Ethiopian Sidamo Birthplace of coffee.” At
Caribou Coffee’s shops in Washington, D.C.,
customers are greeted by signs urging them to “Try
the Gold Award-Winning Ethiopia Organic Yirgacheffe
Dark Roast” coffee with hints of citrus, flowers and
honey. It is worth every penny.
Caribou, the second largest coffeehouse operator in
the United States after Starbucks, was given that
highly-coveted gold award by a panel of judges of
the Roasters Guild at the Specialty Coffee
Association of America’s annual meeting last May in
Minneapolis. Ethiopia was featured as the portrait
country at that conference, giving us a rare
opportunity to share our culture and coffee with the
8,000 participants from around the world. Ethiopia’s
60-member delegation was everywhere; from the
opening ceremony, which featured traditional
Ethiopian musicians and dancers, to the seminars and
exhibition hall.
After decades sitting on the sidelines of the global
economy, Ethiopia’s coffee industry is emerging as a
force to be reckoned with. Our government has taken
a pioneering initiative to protect and brand our
unique coffee resources; the rewards are starting to
trickle down to the people who deserve them the
most, the farmers who toil from dawn to dusk growing
the beans that make our country proud.
In January, the price of Ethiopia’s finest specialty
coffees rose by as much as 16pc; exports more than
doubled. Increased coffee revenues will help offset
skyrocketing oil prices, a growing burden for
Ethiopia and other oil-importing countries.
In November 2007, Howard Schultz, the chief
executive officer of Starbucks, travelled to Addis
and announced a major expansion of the partnership
between his Seattle-based company and Ethiopia. That
included a pledge to promote our coffee in
Starbucks’ 13,000 stores and to open a farmer
support centre in Ethiopia, the first of its kind in
Africa.
To be sure, Ethiopia, like other countries, faces
serious challenges, including food shortages caused
by an unseasonable drought and spiralling global
food prices. But in the country’s coffee-growing
regions, there is a sense of optimism about the
future. Farmers are replacing thatched roofs with
tin. Their children are attending classes in schools
financed by the increased coffee revenues.
Ethiopia’s changing fortunes are not simply the
result of rising coffee prices. They are the direct
outcome of a decision made some four years ago by
Ethiopia’s leaders. They did foresee that they could
not depend on volatile global commodity markets to
provide for their people. The Government’s decision
was triggered by the 2002 collapse of global coffee
prices, which devastated the Ethiopian coffee
industry.
In just one year, our country lost more than 200
million dollars in export revenues. The centrepiece
of this effort was the Ethiopian Coffee Trademarking
and Licensing Initiative, which uses intellectual
property laws to ensure that a larger share of the
revenues from the country’s specialty coffee brands
filter down to the farmers.
We are also proud of the historic win-win deal we
were able to negotiate with Starbucks, in which the
Seattle-based coffee retailer became a partner in
our licensing initiative and forged a long-term
relationship that is helping our coffee industry
build its reputation as a provider of premium beans.
In less than three years, Ethiopia has secured
trademarks for its distinctive Sidamo, Harar and
Yirgacheffe coffees in 28 countries and signed
licensing agreements with more than 50 local firms,
and more than 100 foreign coffee companies.
In the coming months, we expect to announce even
more good news. One of America’s largest natural
food and organic retailers has promised to increase
its purchases of Ethiopian coffee five-fold in the
next two years. We are negotiating with dozens more
coffee companies, anxious to gain access to
Ethiopia’s coveted beans.
To celebrate its coffee renaissance, Ethiopia has
launched a distinctive brand (logo) that reflects
the bright future ahead: a glowing sun rising in the
sky with rays of light emanating from an Ethiopian
coffee bean.
Ethiopia has demonstrated what can be achieved when
a developing country wrests control of its resources
and forges ties with international organizations
that share its vision of self-sustainability and
economic empowerment. We are not seeking quick-fix
solutions, instead favouring long-term relationships
with our partners that benefit all sides.
Every time someone around the world buys a cup of
Ethiopian coffee, he or she is making a difference
for the one in five Ethiopians who depend on coffee
for their livelihood. Every sip rewards our farmers
for their efforts, and helps build schools, improve
housing and advance social services in Ethiopia.
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