8 May 2008
Addis Ababa — The Ethiopian government on Monday launched a new coffee brand with a view to boost income of the country's nation's 15 million coffee farmers.
The launch is seen as an innovative and radical new brand management program intended by the government to champion Ethiopia's fine coffee export industry and the nation's unique, distinctive coffees.
It is the first time that an African nation has undertaken such a contemporary approach to developing its economy through brand management, and begins a new era in Africa's economic development and independence, according to experts in international coffee market.
Ethiopia is the historical birthplace of coffee, and exports more than 177,000 tonnes of coffee a year, representing about 15% of the world's total coffee production.
However until now, the international promotion of these famous fine coffees has not been proactively managed by Ethiopia.
While coffee professionals are very conscious of Ethiopia's distinctiveness, there is a significant opportunity to broaden consumer awareness and appreciation of coffee brands such as Yirgacheffe, Sidamo and Harar.
Leading brand specialist Brandhouse was commissioned to create a distinctive and easy-to-use brand identity system for Ethiopian Fine Coffees and for the three initial trademarked fine coffee brands that will be used wherever these coffees are distributed and sold.
The new brand identity comprises a central logo for Ethiopian Fine Coffee, which takes its inspiration from the coffee bean itself, together with individual designs for each of the coffee designations.
Licensees are required to feature Ethiopia's new brand identity in their marketing as part of their licensee agreements.
Ethiopia's Trademarking and Licensing Initiative was launched in 2004 by a broad-based Stakeholders Group led by Getachew Mengistie, Director General of the Ethiopian Intellectual Property Office, and has made spectacular progress. This brand unveiling marks a highly visible and tangible dimension of the Initiative.
Getachew Mengistie says: "This is a landmark moment for Ethiopia. We are proud to be proactively projecting the identity of Ethiopian Fine Coffee in this way. We salute our pioneer licensees who have committed to work with us to build consumer awareness. Their commitment represents an unprecedented level of investment in our brands and we are looking forward to seeing our coffee farmers reap the rewards in the short, medium and long term." Licensing agreements are now in place with more than 70 companies in North America, Europe, Asia and Africa, with licensees committed to promoting Ethiopian Fine Coffees using the brand in their particular markets.
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