The Ethiopian Coffee and Tea Authority said it is developing a national umbrella coffee brand to the international coffee market.

Adugna Debella, Ethiopian Coffee and Tea Authority Director-General, made the announcement, saying it will enhance the weak brand promotion strategy of the sub-brands of Yirgacheffe, Harrar, and Sidamo coffee.

Such branding of the Ethiopian Coffee will have "paramount importance" for developing the coffee sector, the Director-General observed, since it will help Ethiopia be more vocal in deciding and negotiating the price of coffee in the international market.

The strong brand for Ethiopian coffee allows the country to charge a premium and open the gate for new products, Mr. Adugna noted.

Tadesse Worku, Intellectual Property Asset Development Director-General, for his part said the brand will help improve the limited awareness the global consumer has regarding Ethiopia's place in the coffee industry. It also enables to transform the consumption belief, value chain and competitive set of Ethiopian coffee through enhancing customer loyalty and recognition, he added.

Source: ENA