Coffee production in Ethiopia . # 1: Ethiopia is where coffee was first discovered. From these ninth-century highlands arabica coffee beans began their long journey from Ethiopia to the rest of the world. Oxfam says Starbucks is depriving farmers in Ethiopia of $90m a year by opposing the Ethiopian government's efforts to trademark three types of local coffee bean. Starbucks in Ethiopia coffee vow Coffee is a vital source of income for Ethiopia. “Our coffee is grown on four million very small plots of land. On 26 October 2006, Oxfam accused Starbucks of asking the National Coffee Association (NCA) to block a US trademark application from Ethiopia for three of the country's coffee beans, Sidamo, Harar and Yirgacheffe. All rights reserved. This is just one variation on the Kaldi story: More than a thousand years ago, Kaldi, an Abyssinian goat herder saw his goats acting strangely. From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. The Ethiopian government had to make a decision on how to best use IPRs to obtain exclusive ownership of Ethiopian coffee names, achieve wider international recognition and maximize returns. Coffee grown worldwide can trace its heritage back centuries to the ancient coffee forests on the Ethiopian plateau. Our tribute to coffee history. “Yes,” acknowledges Mr. Mengistie, “designation is used here as a broader term than trademark, to encompass some of the trademarks that are still pending registration. Medium Roast, 250g. An exquisite blend with a reverence for the ritual of coffee, honoring Ethiopia’s bountiful legacy. Most of the nation’s coffee ends up on the arabica commodities market, where world overproduction has kept prices low. # 1: Ethiopia is where coffee was first discovered. The history of coffee is as rich as the brew itself, dating back more than one thousand years. I had the chance to try this today (September 9, 2013), with the blend’s creator at the Starbucks headquarters here in Seattle: Coffee Master Anthony Carroll. This account coincides with the commonly held belief that coffee cultivation began in Ethiopia around the ninth century. Body: Medium It’s about coffee. Ethiopia has a long, rich coffee history. However, this is not a practical solution for Ethiopia. Want to learn more about the Starbucks Card? Among the country’s limited tradable goods, coffee alone generates about 60 percent of Ethiopia’s total export earnings. A movement, spearheaded by Oxfam International, aimed at pressuring Starbucks to sign the Ethiopian trademarking agreement, in order to improve economic conditions of the impoverished coffee bean farmers. Trademarks for Ethiopian coffees are also registered in the European Union and Canada. The coffee is sourced from Kayon Mountain Farm, Guji zone, Oromia region. From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. Coffee shops abound in Ethiopia’s cities and towns; beans are still bought green and roasted at home. Just an ordinary Seattleiete. From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. Setting up a certification system would have been impracticable and too expensive. Today our master roasters have created an entirely new way to experience these treasured beans. It’s a fine balancing act. Is your coffee in the grocery stores the same as the coffee in your stores? Today our master roasters have created an entirely new way to experience these treasured beans. Intrigued, he tried some of the berries, and soon knew why his goats were dancing about. The high profile dispute with Starbucks increased the popularity of Ethiopian coffee. Customers can sample Ethiopia coffee at participating Starbucks stores in the United States on National Coffee Day, Sept. 29, and those who purchase a 1-pound bag of the new coffee will receive a commemorative Ethiopia … Artistically-designed logos of different types of Ethiopian Fine Coffee SunDried. “The theory is: make the pie bigger. On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. Ethiopia is the birthplace of coffee and one of the world’s top coffee producers and consumers. It was a more direct route offering more control.”. No one knows exactly how or when coffee was discovered, though there are many legends about its origin. Starbucks sells a lot of coffee. The native (undomesticated) origin of coffee … It is thought that the legendary character of Kaldi would have existed around 850 A.D. By Rosemary Ekosso . Using trademark registrations, the government of Ethiopia could then produce greater quantities of specialty coffees from all over the country. (Photo: courtesy EIPO). However, there are many unique circumstances surrounding specialty coffee production in Ethiopia that actually make GI registrations less suitable than other forms of intellectual property (IP) protection. Starbucks Reserve® Ethiopia Gedeb Born in the birthplace of coffee, Alemu Bukato began his coffee journey at a young age. However, only 5 to 10 percent of the retail price actually goes back to Ethiopia; most of the profit is shared by distributors and middlemen in the marketing sector. The trademark strategy for Ethiopian coffee faced a major difficulty in 2006. The story goes that that Kaldi discovered coffee after he noticed that after eating the berries from a certain tree, his goats became so energetic that they did not want to sleep at night. © 2019 Starbucks Coffee Company. The designations, they argued, referred not to geographical locations but to distinctive coffee types. There, legend says the goat herder Kaldi first discovered the potential of these beloved beans. From these ninth-century highlands Arabica coffee beans began their long journey from Ethiopia to the rest of the world. Unlike a GI, a trademark registration does not require a specific coffee to be produced in a specific region or have a particular quality in connection with that region. This was overcome by support from law firms which agreed to provide their services pro bono. The EIPO began filing applications to register the names Harrar/Harar, Sidamo and Yirgacheffe as trademarks in key markets. This coffee was grown by smallholder farmers who dry ripe coffee cherries on raised beds, carefully rotating and circulating the fruit to ensure it dries evenly. Starbucks executives - running an ambitious global expansion plan that aims to increase the number of the company's coffee houses from 13,700 in 39 countries to 40,000 globally - were also aware that other companies, such as Green Mountain Coffee Roasters ("Fair Trade and Organic"), were cooperating with the Ethiopian initiative and winning praise for "exemplary" behavior. “Partly because of this recognition, we have begun to see increases in their price,” says Mr. Mengistie. This new coffee joins Starbucks selection of 20 core and 10 traditional and seasonal whole bean coffees offered at … The rest of coffee’s history in Ethiopia is quite turbulent. In Sidamo, most coffee is processed using the washed method. This dispersal however did not immediately translate into wider usage and even in the fifteenth century Constantinople coffee drinking was actually forbidden as its stimulating effects were considered as being sinful. SEATTLE–(BUSINESS WIRE)– Starbucks Coffee Company (NASDAQ:SBUX) today introduces a new single-origin coffee from the birthplace of coffee, Ethiopia. From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. According to Wiki, The origin and history of coffee dates back to the 10th century, and possibly earlier with a number of reports and legends surrounding its first use. We worked with smallholder farmers who applied the natural processing method on their very best beans. While managing the Starbucks in Croydon North End, two of my Ethiopian staff asked if they could perform a traditional Ethiopian coffee ceremony. The story goes that a 9 th century goat herder named Kaldi noticed their stimulating effects on his goats and began experimenting. Government oversight of coffee producers is therefore nearly impossible. Soft and velvety with notes of dark chocolate, peppery spice and sweet citrus.Balanced, smooth and rich. See the new food choices we have in store. The USPTO turned down the application for Harrar in 2005 and for Sidamo in 2006. View fullsize. In the past 40 years alone, they have had three forms of government, from a militaristic Marxist ideology to the federal system today. But the National Coffee Association (NCA), representing coffee roasters of the United States, objected to the EIPO’s applications to trademark first Harrar, then Sidamo. Ethiopia. Posted in Celebrations, Daily life, History, Out and about, tagged coffee ceremony in Ethiopia, coffee trademarks, Ethiopian coffee, Kaldi's, Starbucks and Ethiopian coffee, the legend of Kaldi on May 30, 2012| 4 Comments » The True History of Ethiopian Coffee. Overall, Ethiopia’s total coffee exports are expected to reach the level of US $1.2-1.6 billion as opposed to a meager US $400 million prior to the Initiative. A Single-Origin Coffee Unlike Anything in Starbucks 42-Year History, Ethiopia is Masterfully Roasted for an Exquisite Taste Experience. Artistically-designed logos for each of the brand names were also created. An exquisite blend with a reverence for the ritual of coffee, honoring Ethiopia’s bountiful legacy. Processing: Washed. Sun-Dried Ethiopia Haile Estate coffee appeared at the Reserve Roastery in late January, early February time frame. If each Ethiopian specialty coffee were registered as a GI it would have to be produced in a specific area of the country under specific circumstances. For example, a GI for Sidamo coffee would require every bag of Sidamo to be produced, processed or prepared in the Sidamo region and have a special quality that is directly dependent on the unique properties of the region. Ethiopia has undergone many changes in their government. Information on the Initiative as well as licensing is made publicly available through a dedicated website. Ethiopia, moreover, is not a member of the Madrid system for the international registration of marks. Ethiopia. It was well known that his goats jumped higher and ran faster than any other goats. By mid-2009, almost one hundred license agreements have been concluded with coffee importing, roasting and distributing companies in North America, Europe, Japan and South Africa. These coffees have a unique flavor and aroma that distinguish them from coffees of other countries or even from other coffees of Ethiopia. It is to be noted that, Ethiopia is the seventh largest producer of coffee in the world and is the top coffee producer in Africa. CH-1211 Geneva 20, Switzerland, Some of the world’s finest coffees originate in Ethiopia (Photo: WIPO/RES/DEV/GE/09/WWW[130155]). However, the volume is the second highest in Ethiopian history, only beaten by last year's export level. Used to indicate the regional origin of a particular product, a GI registration must demonstrate a link between a characteristic of the product and the region where it is produced. The History of Ethiopian Coffee. As Mr. Mengistie explained, “setting up a certification system would have been impracticable and too expensive.”. Starbucks first whole bean packaged coffee available globally since the introduction of Starbucks® Blonde Roast two years ago, Ethiopia coffee celebrates Ethiopia’s rich coffee tradition and delivers a taste in cup unlike any other coffee offered in Starbucks 42-year history. Distribution is also a problem, as it is predominately done informally by hauling bags of coffee on foot for many kilometers. Ethiopia has undergone many changes in their government. A Brief History of Coffee: Goats, Roosevelt, and Starbucks. Ethiopian coffee is rich with original flavor and aroma because of the geographical (altitude, soil, temperature, rainfall, topography, ecology), genotypic and cultural variety within the country. Starbucks agreed to sign voluntary trademark licensing agreements which immediately acknowledge Ethiopia’s ownership of the Harrar, Sidamo and Yirgacheffe names, regardless of whether or not a trademark registration has been granted. The EIPO filed rebuttals against the USPTO decisions with supporting evidence to demonstrate that the terms Harrar and Sidamo had acquired distinctiveness. This coffee is born of a collaboration between Starbucks and Ethiopian coffee farmers that started in 2005. Getachew Mengistie outlines Ethiopia’s Fine Coffee Trademarking and Licensing Initiative at WIPO’s 2007 GI Symposium. History of Coffee. Today our master roasters have created an entirely new way to experience these treasured beans. Seeking to narrow down this gap between the retail price and the return to the producers, the Ethiopian government is trying to use a range of intellectual property rights (IPRs) to differentiate their coffee in the market place and achieve higher returns. (Picture: WIPO/RES/DEV/GE/09/WWW[130155]). The rest of coffee’s history in Ethiopia is quite turbulent. Therefore the very nature of coffee production in Ethiopia makes GI certification difficult and impractical. Oxfam accused Starbucks of asking the US coffee trade body, the National Coffee Association (NCA), to block Ethiopia's bid to trademark the three types of beans in the US. The Initiative also intended to generate high retail prices for Harrar, Sidamo and Yirgacheffe – the three most famous coffee brands of Ethiopia. We’re inspiring partners (employees) and customers to get involved in their communities. The History of Coffee. Read on to find out what makes Ethiopia’s coffee so good. Starbucks and Ethiopian Coffee: The Bitter Taste of Exploitation . In wealthy countries, a cup of cappuccino may be sold at US$ 4, but many coffee growers in Ethiopia and other developing countries earn less than a dollar a day. Starbucks Card Terms of Use and Agreement. Ethiopia has a long, rich coffee history. Velvety and floral, with peppery spice notes. This coffee is born of a collaboration between Starbucks and Ethiopian coffee farmers that started in 2005. Kaldi reported his findings to the abbot of the local monastery, who made a drink with the berries and found that it kept hi… This traditional technique creates a deeply flavored, sweet and full-bodied cup with floral aromas followed … Some 15 million people in Ethiopia depend on the coffee sector, which generates 60 percent of the country's wealth. The history of coffee then sees the consumption of coffee moving from Ethiopia to other countries including Yemen, Turkey, Egypt and also Persia. Add this limited edition Starbucks Card to your collection! The History And Introduction To Starbucks Coffee Marketing Essay. A few things you may not know about Ethiopian coffee. Coffee grown worldwide can trace its heritage back centuries to the ancient coffee forests on the Ethiopian plateau. The story of Ethiopia coffee begins with a legend. This would lead to a greater share of the high retail price Ethiopian coffees demand going straight to rural producers. Starbucks and Ethiopian coffee. After finishing school, he rented a wet mill and started experimenting with processing in Ethiopia’s coffee-rich Kochere zone. Coffee has been growing in Ethiopia for thousands of years, in the forests of southwestern highlands. View fullsize. Starbucks has agreed a wide-ranging accord with Ethiopia to support and promote its coffee, ending a long-running dispute over the issue. Have fun, dream big and connect with friends. They opted for a well-organized branding instrument. “I learned from the coffee farmers' cooperatives and exporters just three months ago that the price of Yirgacheffe had already increased by $ 0.60 cents to $ 2 a pound.”. Coffee makes us severe, and grave and philosophical “Jonathan Swift, 1722” Possibly the cradle of mankind, now called Ethiopia, is the birthplace of coffee. Starbucks will soon be introducing a new single-origin Ethiopian coffee into their core lineup, officially beginning in October. This was seen as a more direct route of protection because it would grant the government of Ethiopia the legal right to exploit, license and use the trademarked names in relation to coffee goods to the exclusion of all other traders. We worked with smallholder farmers who applied the natural processing method on their very best beans. A trademark for Sidamo was also granted in February 2008. With its rich heritage and outstanding quality, Ethiopian coffee is among the best in the world. Prior to the IP protection initiative, Ethiopia was receiving a scanty 6 percent of the final retail price for its coffees. After all, the coffees are made in Ethiopia and named after the regions that made them famous. History of coffee: From Ethiopia, Yemen – To the world. Starbucks Reserve® Ethiopia Gedeb. This case study is based on information from: Madrid – The International Trademark System, Lisbon – The International System of Geographical Indications, Budapest – The International Microorganism Deposit System, Centralized Access to Search and Examination (CASE), SCCR - Standing Committee on Copyright and Related Rights, SCP - Standing Committee on the Law of Patents, SCT - Standing Committee on the Law of Trademarks, IGC - Intergovernmental Committee on IP & GR, TK & Folklore, https://www.wipo.int/wipo_magazine/en/2007/05/article_0001.html, https://www.wipo.int/meetings/en/doc_details.jsp?doc_id=130155, https://www.wipo.int/edocs/mdocs/sme/en/wipo_smes_dar_09/wipo_smes_dar_09_topic_07_1.pdf, https://www.wipo.int/edocs/mdocs/sme/en/wipo_smes_rom_09/wipo_smes_rom_09_o_workshop09_4-related1.pdf, http://www.lightyearsip.net/downloads/Distinctive_values_in_African_exports.pdf#page=15, http://www.nai.uu.se/publications/electronic_publ/notes_trade3.pdf, http://www.luc.edu/law/activities/publications/ilrdocs/vol6_no2/pdf/vol6_issue2.pdf, https://www.wipo.int/academy/en/ipacademies/educational_materials/cs4_sidamo.pdf, Ethiopian Fine Coffee Stakeholder Committee. The media coverage had the effect of greatly increasing public knowledge of, and interest in, Ethiopia’s coffees. The lively, highly social two-hour coffee ceremony remains intact. Starbucks insisted, however, that it was committed to paying premium prices to producers in more than 27 countries and its purchases of Ethiopian coffee had grown by … From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. Everyone wanted to trade their best rugs or cooking pots for a Kaldi super goat. A United Kingdom-based company was given the responsibility of the brand promotion of Ethiopian coffee. Starbucks first whole bean packaged coffee available globally since the introduction of Starbucks® Blonde Roast two years ago, Ethiopia coffee celebrates Ethiopia’s rich coffee tradition and delivers a taste in cup unlike any other coffee offered in Starbucks 42-year history. Our tribute to the birthplace of coffee. The coffee is produced mainly in Harar, Sidamo, Yirgacheffe and Limu. There is an increasing demand for Ethiopian fine coffee in the world market. Our tribute to coffee history. Starbucks’ Ethiopia produces a smooth cup with gentle floral notes, followed by sweet citrus and pepper, accompanied by dark chocolate tones from the roasting process. Starbucks Ethiopia marks the first whole-bean packaged coffee available globally since the introduction of its Blonde Roast two years ago, the company says. Whether or not we believe there are kernels of truth in the legend of Kaldi and other stories about how coffee brewing was born, with archangels, whirling dervishes, and ghosts, there is a virtual certainty that the coffee plant originated in Ethiopia. Meanwhile, both Starbucks and the Ethiopian government were keen to resolve their differences quickly and find a flexible way forward. The revenue is 70pc of the target. An Ethiopian Legend. Trademarking was more appropriate to our needs. Some of the world’s finest coffees, such as Harrar®, Sidamo® and Yirgacheffee®, originate in Ethiopia. He gathered several berries, took them to his wife, and sh… Last year Ethiopia earned 763 million dollars from the export of 230,764tn of coffee. Some of the world’s finest coffees, such as Harrar®, Sidamo® and Yirgacheffee®, originate in Ethiopia. Origins of Ethiopia Coffee. The purpose of licensing, according to Mr. Mengistie, is “to secure recognition from the coffee distribution industry that Ethiopia owns and controls the use of trademarks, thereby building the reputation and good will of its specialty coffees around the trademarks.” The government of Ethiopia wanted its coffee to have more market visibility so that the export premium for Ethiopian specialty coffee could be raised. The Ethiopian Coffee Trademarking and Licensing Initiative set a new dimension in the buyer-seller relationship. 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