Among the major importers of Ethiopian coffee, German, USA, Saudi Arabiya, and Japan are selected as target market for this project. Amongust these, USA is selected as number 1 target market for the following reasons:

  • The main aim of the promoter is to attain a premium price of the maximum possible, by exporting a significant proportion of its  production in the form of  Speciality coffee.
  • Except with some exeptional cases, the price of Speciality coffee is not affected by the New York price. It is possible to directly negotiate with importers by creating a forward market linkage.
  • Ethipian government is encouraging to increase the volume of Speciality coffee in the coming years.
  • America – a number 1 world importer, 3rd Ethiopian coffee importer, largest speciality buyer, has been paying premium for speciality coffee. In additin, Ethiopian coffee is being promoted in America through Specialty Coffee Association Alliance (SCAA); the recently made agreement made b/n SCAA and ECX is an indicator of this favorable situation.
  • Starbucks, which is one of the top 5 coffee trading companies in the world, has been aggressively promoting Ethiopian coffee in America since some 4 years in the past. At present the Limmu brand is being exclusively sold at 3 different coffee retailing shops of the company in Washington DC.

  Some American NGOs have started to facilitate a direct linkage b/n Ethiopian coffee growers and major buyers in America.

35,10,0,50,1
25,600,60,1,3000,5000,25,800
90,150,1,50,12,30,50,1,70,12,1,50,1,1,1,5000
0,2,1,0,2,40,15,5,2,1,0,20,0,1
Yidnekachew
Yidnekachew
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