Ethiopia Unveils New Coffee Brand

Ethiopia in Trademark First: New Coffee Brand Unveiled to Boost Income of Nation’s Coffee Farmers

Press Release
Embargoed until 21:00, Sunday 4th May 2008

Via Response Source

May 2, 2008

The Ethiopian Government today launches an innovative and radical new brand management programme in order to protect its indigenous coffee varietals, and thus champion its coffee industry. It is the first time that an African nation has undertaken such an innovative approach to protecting its economy, and represents a new era in Africa’s economic development and independence.

Ethiopia is the historical home 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, these indigenous coffees have not been identified and promoted in their own right, which has led to low awareness of the high quality and uniqueness of varietals such as Yirgacheffe, Sidamo and Harar coffees, which deserve recognition as some of the world’s leading coffees.

Leading brand specialist Brandhouse was commissioned to create a distinctive and easy-to-use brand identity system for Ethiopia Fine Coffees and for an initial 3 individual coffee varietals (see above), that will be used wherever the coffees are distributed and sold.

The new brand identity comprises a central logo for Ethiopia Fine Coffees which takes its inspiration from the coffee bean itself, together with individual designs for each of the coffee varietals. Licensees will be required to include the new trademarked brand as part of their licensee agreements.

The country’s Trademarking and Licensing Initiative was launched less than 18 months ago by Getachew Mengistie, Director General of the Ethiopian IP Office, and has made spectacular progress already. This project marks the launch of a highly visible and tangible programme.

The Ethiopian Ambassador in London, Berhanu Kebede says: “This is a landmark project for Ethiopia and we are proud to acknowledge our Fine Coffees in this way. This is an unprecedented level of investment in a truly innovative programme and we are looking forward to seeing our coffee farmers reap the rewards in the short, medium and long term.”

Crispin Reed, Managing Director of Brandhouse says: “We have always known the power that great brands can have commercially, but to apply strategic and creative thinking to a project of this scale and with such social benefit is incredible. Ethiopia must be congratulated on taking such a savvy and forward-thinking approach.”

Licensing agreements are now in place with more than 70 companies in eight consuming countries, with licensees committed to promoting Ethiopian Fine Coffees in their particular markets.

ENDS

For further information please contact Liz Vater on 07779 228969

Interviews available with
• Crispin Reed, Brandhouse
• Getachew Mengistie, Ethiopian IP Office

NOTES
Brandhouse is one of the world’s leading branding agencies. It works with organizations such as San Miguel, Comic Relief, Masterfoods, M&S and Britvic.