The Initiative has created the momentum for change and bears the potential to offer more feasible ways to improve the commercial prospects and financial returns for marginal producers of coffee or other similar commodities. 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.
The licensing strategy is expected to boost consumer recognition of Ethiopian coffee trademarks and facilitate the growth of the demand for Ethiopian fine coffees. By Stephan FarisFortune February 26 Ethiopia, moreover, is not a member of the Madrid system for the international registration of marks.
Proportion — Starbucks recommends 2 tablespoons of coffee per 6 fl oz. 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 Initiative also intended to generate high retail prices for Harrar, Sidamo and Yirgacheffe — the three most famous coffee brands of Ethiopia. Getachew, who like most Ethiopians goes by his given name, argues that if the higher rates were simply the product of investments in roasting, packaging or marketing, distributors could do the same with any coffee.
Specialty coffee in Ethiopia is grown on over four million small plots of land by an estimatedindependent farmers spread throughout the country in remote areas. Oh, does Ethiopia produce coffee. The Seattle company has no shops in Ethiopia or indeed in sub-Saharan Africa, but Starbucks does source 2 percent of its beans from Ethiopia, accounting for 2 percent of the country's crop.
Therefore the very nature of coffee production in Ethiopia makes GI certification difficult and impractical. BEAN BATTLE Ethiopia The country, one of the poorest in the world, wants to trademark the names of three coffee-growing regions to force companies that sell its beans to sign licensing agreements and to gain higher prices for its produce.
Starbucks, for instance, could still sell Shirkina Sun-Dried Sidamo, as long as its beans came from the region. There are instances where farmers abandoned coffee production due to low returns and engaged in growing more profitable narcotic plants.
Setting up a certification system would have been impracticable and too expensive. Only if that strategy fails, he says, would other options, such as minimum prices, be pursued.
Government oversight of coffee producers is therefore nearly impossible. This new coffee joins Starbucks selection of 20 core and 10 traditional and seasonal whole bean coffees offered at Starbucks retail stores nationwide. Full-bodied and elegantly complex, every sip of Sun-Dried Ethiopia Sidamo™ is absolutely sumptuous.
We love it for its notes of soft pepper, dried dark cherry and chocolate.
This coffee is born of a collaboration between Starbucks and Ethiopian coffee farmers that started in 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.
Starbucks vs. Ethiopia The country that gave the world the coffee bean and the company that invented the $4 latte are fighting over a trademark, says Fortune's Stephan Faris. 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.
Ethiopia The country that gave the world the coffee bean and the company that invented the $4 latte are fighting over a trademark, says Fortune's Stephan Faris. By Stephan Faris, Fortune.
Starbucks vs. Ethiopia Corporate Strategy and Ethical Sourcing in the Coffee Industry Donald DePass. 2 gabrielgoulddesign.com Introduction In MarchEthiopia filed with the U.S. Patent and Trademark Office to trademark the names of Yirgacheffe, Harrar and Sidamo, three coffee producing regions within the country.
A trademark represents any name, word.Starbucks vs ethiopia