Ethiopia can expect to earn $1.6bn a year from coffee export

In the latest edition of African Business (August/September 2008 Issue No 345), Anver Versi writes Ethiopia can expect to earn between 1.2bn and 1.6bn a year for virtually the same volume of coffee, thanks to branding its three premium coffee varieties.

In an article titled "Ethiopia blazes branding trail", he writes, at long last, Ethiopia, which produces some of the world's finest coffee varieties has taken a leaf from the Western marketing and branding manual and decided to trademark its unique coffee crop, thus earning much higher retail prices.

"The objective is to elevate the position of Ethiopian coffee - easily some of the very best in the world - to its rightful position among the high value, finest gourmet coffees in the world" said Crispin Reed, managing director of Brandhouse.

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