ADDIS ABABA – Ethiopia unveiled a new coffee logo at the International Coffee Event (ICE) 2020 opened yesterday at the Millennium Hall in Addis Ababa. Dubbed “Coffee from the Land of Origins”, the second edition of the three-day event organised by the Ethiopian Coffee and Tea will feature a conference and exhibition, as well as cupping and barista competitions, coffee origin trips and traditional coffee ceremonies.
56 exhibitors, hundreds of coffee buyers and experts from all over the world, and hundreds more coffee industry actors in Ethiopia are taking part in the event.
The new brand logo is expected to distinguish Ethiopian coffee and help coffee farmers obtain premium prices in the international market.
Regarding the brand, speaking during a one-day stakeholder meeting held in August 2019, Adugna Debela (Ph.D.), Director-General of Ethiopian Coffee and Tea Authority, had said the new brand represents Ethiopia as the birthplace of coffee, with numerous varieties, and is hoped to build the reputation and acceptability of Ethiopian organic coffees.
Ethiopia is the largest coffee producer in Africa, with average annual exports of 200,000 tons over the last decade.
Albeit obtaining over 30 percent of its foreign exchange from exporting coffee, Ethiopia consumes half of the coffee it produces locally.