Ethiopia Inks Deal With World’s Largest Coffee Trade Association
February 19, 2008
Building upon its growing relationship with coffee giant Starbucks, Ethiopia signed an agreement last week to be a major sponsor of the Specialty Coffee Association of America’s 20th Annual Conference and Exhibition, the largest gathering of the specialty coffee world.
Ethiopia, widely recognized throughout the world as the birthplace of coffee, will be the first African nation to be featured as a “Portrait Country” during the SCAA’s conference, which will be held May 2-5 in Minneapolis, Minnesota. The partnership with the SCAA, the world’s largest coffee trade association, will give Ethiopia a unique opportunity to share its coffee heritage and knowledge with leaders from all facets of the coffee industry, from the farm to the coffee shop.
Amid the warm aroma of roasting coffee beans being prepared as part of a traditional coffee ceremony, the sponsorship agreement between Ethiopia and the SCAA was announced by Ethiopian Ambassador to the United States Dr Samuel Assefa and SCAA Executive Director Ric Rhinehart during a February 15 press conference at the Ethiopian Embassy in Washington, D.C. Also taking part in the press conference was Lori Otto Punke, Director of Public Policy and Government Affairs for Starbucks.
Starbucks and Ethiopia have been developing a relationship that kicked into high gear following a visit by Starbucks Chairman Howard Schultz to Ethiopia in November 2007. During his trip, Schultz visited coffee farming facilities and met with Ethiopian Prime Minister Meles Zenawi to discuss ways to expand the branding and marketing of Ethiopia's world-renowned fine coffees.
Schultz announced that Starbucks will open a Farmer Support Center in the Ethiopian capital in 2008. The facility, the first in Africa, will enable Starbucks to work collaboratively with Ethiopian farmers to raise both the quality and production of the country’s high quality specialty coffees while helping achieve better prices and improved opportunities for Ethiopian coffee growers.
During last week’s press conference, Ethiopian Ambassador Dr. Samuel Assefa outlined a bright future for Ethiopian coffee, eliciting laugher from the assembled journalists when he said with a smile, “Juan Valdez—Beware!” The Ambassador praised Starbucks for its commitment to supporting Ethiopia’s coffee industry, saying the company “recognized that quality of product and quality of life are inextricable for coffee farmers.” Assefa also described Ethiopia’s designation as the SCAA portrait country as “an unparalleled opportunity,” and noted that Ethiopia’s “recent trademarking and licensing initiative create[s] a new platform of partnership with the specialty coffee industry.”
Ethiopia’s trademarking and licensing initiative is aimed at creating a direct working relationship between Ethiopian coffee farmers and exporters and companies that sell Sidamo, Yirgacheffe and Harar—Ethiopia’s finest coffees.
SCAA Executive Director Ric Rhinehart said it was “especially fitting” for Ethiopia to participate at its “Roots” themed conference in Minneapolis, noting that “it’s no mistake that the birthplace of coffee and the birthplace of man are one in the same.”
In her remarks, Starbucks’ Director of Public Policy and Government Affairs Lori Otto Punke predicted that “the audience and demand for Ethiopia’s quality coffees will continue to grow,” and said that was the Seattle company was “absolutely delighted,” by its “ongoing and long-term partnership with Ethiopia.”
During the SCAA’s May Conference and Exhibition, senior Ethiopian representatives will be on-hand to deliver presentations. More than 60 delegates from Ethiopia, including coffee farmers and “coffee fathers” from the most ancient of coffee cultures will attend, transforming the year’s largest global coffee event into a unique exchange of coffee knowledge.
The SCAA is expected to draw more than 8,000 coffee professionals from over 40 countries for what is considered a top international coffee conference. The gathering will feature participants from every segment of the coffee industry, including coffee producers, exporters and importers, roasters, retailers, manufacturers and baristas.