Addis Fortune (Addis Ababa)
Michael Chebud
25 February 2008
Ethiopia will be featured in two forums in the 20th Annual Specialty Coffee Association of America (SCAA) Conference and Exhibition to be held in Minneapolis, Minnesota, from May 2-5, 2008, focusing on the trademarking and licensing initiative and ways Ethiopian producers and international distributors can work together to increase the supply of the country's premium coffee. The Association has picked Ethiopia as the first African 'Portrait Country Sponsor' in the events history.
"It is in recognition of Ethiopia's historic position as the birthplace of coffee and its production of premium coffee beans with distinctive flavour that it is chosen," Rick Havacko, director of communications at SCAA, told Fortune. "The Sponsorship will significantly benefit Ethiopian coffee farmers and exporters by raising the awareness of the country as one of Africa's and the world's largest coffee producers in front of SCAA conference attendees."
Samuel Assefa (PhD), ambassador to the United States (US), and Ric Rhinehart, executive director of the SCAA, signed a Portrait Country Sponsorship agreement on February 15, 2008, at the Ethiopian Embassy in the Washington DC.
Each spring, about 8,000 coffee producers, exporters and importers, roasters, retailers, manufacturers and baristas from more than 40 countries gather at the global coffee event of the year.
Ethiopia is expected to send more than 60 of its coffee industry leaders - coffee farmers and exporters, as well as government experts - to make presentations about the Ethiopian coffee industry and meet with potential business partners. This is not their only task, though.
"The delegates will be meeting Howard Schultz, CEO of Starbucks Corporation, at its headquarters in Seattle to discuss on developments related to the promise he made in Addis Abeba," Ambassador Samuel told Fortune in a telephone interview from the US.
In his four-day visit to Ethiopia Mr. Schultz had promised at a joint press briefing with Prime Minister Meles Zenawi on November 30, 2007, that the US giant coffee franchise would establish a farmer support centre in Addis Abeba.
After a series of campaigns carried out against Starbucks spearheaded by the British Charity Oxfam, the Corporation has agreed in May 2007 to trademark Ethiopia's unique bean varieties - Yirgachefe, Harar and Sidamo. Starbucks also has supported Ethiopia in its bid to become Portrait Country Sponsor of the upcoming Conference and Exhibition.
This year's conference theme is "Roots", which, according to the Association, is appropriate considering Ethiopia's "Kaffa" region widely recognised designation as the birthplace of coffee.
"As Ethiopia has been at the forefront in delivering premium specialty coffee since the very beginning, it is especially fitting for the nation to participate at our "Roots" themed conference in Minneapolis," said Mr. Rhinehart as quoted by CSR News.
With a 26-year track record, SCAA is the world's largest coffee trade association. Its members are located in more than 40 countries and represent every segment of the specialty coffee industry, from coffee growers to coffee roasters and retailers. SCAA aspires to be the recognised authority on specialty coffee, providing a common forum for the development and promotion of coffee excellence and sustainability.
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