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Ethiopia A national umbrella coffee brand to boost the country’s share of coffee export in the international market

The Ethiopian government has unveiled a new national initiative on establishing a national umbrella coffee brand to boost the country’s share of coffee export in the international market amid growing demand, especially with the country’s specialty coffee which Chinese consumers craze for.

The new national initiative, dubbed “Ethiopian Coffee,” mainly aims to spur the acceptance of Ethiopia’s coffee in the global market, the Ethiopian Coffee and Tea Authority (ECTA) said while announcing the grand plan on August 6.

Ethiopia is one of Africa’s largest producers of Arabica coffee beans. Coffee production is dubbed as the backbone of the country’s agriculture-led economy.

The East African country, during the just-concluded Ethiopian fiscal year that ended on July 7, has generated more than 1.2 billion U.S. dollars in revenue from the exports of coffee as well as oilseeds products, according to figures from the Ethiopian government.

China is already Ethiopia’s major export destination. Ethiopia, during the previous Ethiopian 2017-2018 fiscal year, has exported 245 million U.S. dollars worth of goods to China, according to the Ethiopian Ministry of Trade.

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