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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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