Ethiopia Keen to Penetrate Chinese Coffee Market

ADDIS ABABA – Ethiopia is keen to have Chinese engagement in the coffee sector to boost value addition as the East African country seeks to augment its coffee export earnings, Ethiopian Coffee and Tea Authority (ECTA) said on Saturday.

The East African country has launched an initiative to lure Chinese investors to join local coffee roasters for value addition and increase direct coffee export to China, Adugna Debela, Director General of the Authority, told Xinhua.

The U.S., Japan, Germany, Belgium and Saudi Arabia are the top five destinations for Ethiopian coffee.
The East African nation is currently working hard to expand its reach to other countries and are trying to exploit the emerging Chinese coffee market.

Its officials recently promoted the newly developed Ethiopian Coffee National Brand to the Chinese market during an exhibition held in China as part of the effort to penetrate the Asiain coffee market.
“Now, the Asian market is our very good opportune market to expand and sell coffee, particularly China and South Korea,” said Adugna.

“We have already invited Chinese investors to work in joint-venture with our coffee roasters here in Ethiopia. A value-added coffee can be directly exported to China,” he said.

Despite the impact of the ongoing COVID-19 pandemic on the promotion of Ethiopia’s specialty coffee in China, the director-general stressed the country’s keen intent to boost both Chinese engagement in the sector as well as the export of Ethiopian coffee to China.

“There is a very enabling environment now in Ethiopia, particularly to invest in coffee, so it is time for them (Chinese investors) to come and invest,” he said.

The Authority says Ethiopia’s new coffee policy, with detailed benefits and incentives, has created an enabling environment for coffee roasters here in the country.

Ethiopia, which is known as the origin of Arabica coffee, is recognized worldwide for its rich coffee quality and flavor.

Its officials are taking quality measures to enhance its coffee quality and increase earnings from coffee export.

This has started to pay dividends with the record breaking outcome registered in the past consecutive three months.

Last month alone, the country generated 130.52 million US dollars revenue last month – the highest monthly earning recorded in a month.

Ethiopia secured 854.21 million U.S. dollars from the export of coffee last year, according to the authority.


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