Readers' Views of the Starbucks-Ethiopia Agreement

By Wondwossen Mezlekia

The dispute between Ethiopia and Starbucks over that country's coffee trademark project has reportedly ended with resolution. But the response by this blog’s readers seems to be more of a mixture of skepticism and neutrality according to verbal and written feedbacks received by Coffee Politics.

After about two years of engagement and about eight months of public campaign, which was lead by Oxfam, against Starbucks' refusal to recognize Ethiopia's ownership of the coffee marks, Harar, Sidamo, and Yirgacheffe, Starbucks and the government of Ethiopia issued a joint press release on June 20, 2007 declaring their agreement.

The media picked the news from the multiple press releases issued by the parties all reported that the long-running dispute has been settled for good. However, many readers of Coffee Politics have been wary owing to the vagueness of words in the press releases. Many complained that the way the parties handled the negotiations and the subsequent final phase of the process lacked the level of transparency expected in high-profile public disputes.

Neither side is coming forth with a detailed account of their agreement. Even those who came out to discuss the matter allude to the "confidentiality agreement" signed between Starbucks and the government of Ethiopia as a barrier to full disclosure.

Some people think that there is more to the matter.

Of all the press releases issued on June 20, 2007 by Starbucks-Ethiopia, Oxfam, and a duplicate press release by Light Years IP, only the one issued by Oxfam affirms that there was a signed agreement between Starbucks and Ethiopia. Whereas the joint statement by the company and the government is not as clear. Instead, their statement says that they have "concluded an agreement regarding distribution, marketing and licensing that recognizes the importance and integrity of Ethiopia's specialty coffee designations."

This has impelled suspicions among those who have been closely following the matter and questioned the very existence of a signed agreement between Starbucks and Ethiopia.

The following email represents the views expressed by many readers of Coffee Politics.

To: editor@coffeemonitor.com
Sent: Saturday, June 23, 2007 2:58:32 PM
Subject: starbucks

Mr. Editor

I do not believe there is an agreement with Starbucks. My friends agree with me. We think this is a false news.

The newspaper says Starbucks decided to sign licensing agreement with Ethiopia. The joint statement from Starbucks and Ethiopia did not say they signed an agreement. Read the joint statement, you will see. They are very clever in their words. We believe that nothing is signed. They also said that they reached a deal. This is not signing, this is talking.

Starbucks said they will not oppose Ethiopia in trademarks. They also said this long before. This is not new. If there is no agreement in writting Starbucks can change its mind tomorrow.

Starbucks says they will promote more Ethiopian coffee. They promote coffee from many places and Ethiopia also. This is not new. Ethiopia did not need an agreement for this. Did Starbucks says they will spend money for special promotion? It is not in the joint statement. Ethiopia will not get more money for selling coffee. Ethiopia made a mistake to sign this joint statement. We got nothing. Only words

Did you know that Starbucks and the Ethiopian embassy in Washington DC invited many people to a ceremony to announce this agreement. The Ethiopian ambasador Samuel Assefa invited people for a reception also. The ambasador cancelled the ceremony and the reception. He made no explanation. We think he is ashamed because there is no agreement.

We think there is only talking. They say the agreement is a secret. We say there is no agreement probably.

Please to ask Starbucks can they prove about a signed agreement. Ask the ambassador to prove about the agreement. Ask them the person that signed the agreement for Starbucks. We want Ethiopia to sell more coffee.

We want to be friends for Starbucs. First we want proof if there is a real agreement.

[Name withheld]

Ethiopians want to know what the government has agreed to do with a publicly traded company. Also, Starbucks consumers and investors around the globe have the right to know about what is going on between the company and those poor farmers in Ethiopia. After all those were the people who have been asking the company to change its course. I received similar emails and phone calls urging that I should gather and publicize detailed accounts of the terms of the said agreement. So, I tried to reach the parties.

I contacted Starbucks and the Ethiopian Embassy in Washington DC demanding clarifications. Starbucks did not respond to my repeated calls and an electronic message. Ethiopia’s Ambassador to Washington, Samuel Assefa, has promised an exclusive interview; I will publish his responses as soon as it is made available.