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Ethiopia-Starbucks joint statement: a strange accord

Starbucks has not changed its position on Ethiopia’s trademark initiative. The company refused to sign the licensing agreement with Ethiopia. The country still wants to secure ownership of the coffee marks. The following joint statement is the outcome of Starbucks’ PR ploy. It is bizarre that the Ethiopian government signs on it.

Coming up: a complete assessment of Starbucks' trip to Addis.
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Ethiopia's Government and Starbucks Joint Statement

ADDIS ABABA and SEATTLE, 18 Feb. 2007, The Government of the Federal Democratic Republic of Ethiopia and The Starbucks Coffee Company recognize their shared interests and responsibility in the sustainability and growth of the Ethiopian coffee sector. Strong partnerships between the Government, coffee companies, donors and other stakeholders are critical to the growth of the sector.

The Government of Ethiopia and Starbucks have agreed to work together in their shared vision to increase Ethiopian farmer incomes and enhance the sustainable production of fine coffee. Both the Government of Ethiopia and Starbucks recognize that there may be differences in approach to achieving this shared vision. Starbucks respects the right and choice of the Government of Ethiopia to trademark its coffee brands and create a network of licensed distributors. Starbucks will not oppose Ethiopia’s efforts to obtain trademarks for its specialty coffees—Sidamo, Harar/Harrar and Yirgacheffe—and its efforts to create a network of licensed distributors.

Further, Starbucks has agreed to double its purchases from East Africa and will increase its purchases from Ethiopia. Starbucks will also provide technical support and capacity building to Ethiopian farmers through a Farmer Support Center that it will open in East Africa. The Farmer Support Center will be staffed with agronomists who will work with farmers to improve quality, yields and prices received. Starbucks will also expand its micro-credit facilities in East Africa to help farmers invest in their farms.

Both the Government of the Ethiopia and Starbucks will continue to strengthen their partnership and engage in consultations on strategies to improve the lives of Ethiopian coffee farmers and their families.

Contacts:
Christy Salcido
The Starbucks Coffee Company
csalcido@starbucks.com
+1 206 318-7100

Getachew Mengistie
Director General
Ethiopian Intellectual Property Office
gmengistie@yahoo.com
+251 11 553 4969

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