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. Although Ethiopian coffees such as Sidamo and Harrar are named after specific regions, all of it is not produced in the same region under the same circumstances. In Sidamo, most coffee is processed using the washed method. A Brief History of Coffee: Goats, Roosevelt, and Starbucks Hundreds of years ago, an Ethiopian goat herder named Kaldi became notorious for his trip of goats. Is your coffee in the grocery stores the same as the coffee in your stores? Have fun, dream big and connect with friends. These coffees have a unique flavor and aroma that distinguish them from coffees of other countries or even from other coffees of Ethiopia. Among the country’s limited tradable goods, coffee alone generates about 60 percent of Ethiopia’s total export earnings. Ethiopian Coffee History . 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. Coffee grown worldwide can trace its heritage back centuries to the ancient coffee forests on the Ethiopian plateau. Origins in Africa. There is an increasing demand for Ethiopian fine coffee in the world market. While Oxfam accuses the Americans of acting irresponsibly and preventing Ethiopian coffee farmers from earning … Some of their premium coffee is Ethiopian, featuring beans from the Sidamo, Harar and Yirgacheffe regions. Coffee shops abound in Ethiopia’s cities and towns; beans are still bought green and roasted at home. Using trademark registrations, the government of Ethiopia could then produce greater quantities of specialty coffees from all over the country. 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. Situated at the conjunction of the African and Arab worlds known as the Horn of Africa, the mountainous country has a biblical quality. View fullsize. But the EIPO and its advisors disagreed. 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. Facebook 0 Twitter Pinterest 0 0 Likes. CH-1211 Geneva 20, Switzerland, Some of the world’s finest coffees originate in Ethiopia (Photo: WIPO/RES/DEV/GE/09/WWW[130155]). A trademark for Sidamo was also granted in February 2008. Starbucks Card Terms of Use and Agreement. In Japan, registration certificates have been secured for two of the coffees (Yirgacheffe and Sidamo). Origins of Ethiopia Coffee. Ethiopians believe that the coffee origin story can be traced back to Ethiopia, and that the local goat herder was the one to discover the priced coffee berries. The Story of Ethiopia Single-Origin Sun-Dried Ethiopia Haile Estate coffee appeared at the Reserve Roastery in late January, early February time frame. The Initiative is organized and run by the Ethiopian Fine Coffee Stakeholder Committee (the Stakeholder Committee) – a consortium comprising cooperatives, private exporters and the Ethiopian Intellectual Property Office (EIPO) as well as other concerned government bodies. Coffee shops abound in Ethiopia's cities and towns; beans are still bought green and roasted at home. See the new food choices we have in store. # 1: Ethiopia is where coffee was first discovered. 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. “You have to understand the situation in Ethiopia,” Mr. Mengistie of EIPO explained. Situated at the conjunction of the African and Arab worlds known as the Horn of Africa, the mountainous country has a biblical quality. Ethiopia has undergone many changes in their government. 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. Last year Ethiopia earned 763 million dollars from the export of 230,764tn of 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. Born in the birthplace of coffee, Alemu Bukato began his coffee journey at a young age. Starbucks Reserve® Ethiopia Gedeb. Starbucks is famous for their high quality beverages, out of which the coffee that are being provided by them is famous across the globe (www.starbucks.com, 2018). This strategy will ensure that Ethiopian farmers and small businessmen secure a reasonable return from the sale of their coffees. It is not related to certification.”. In 2004, the government launched the Ethiopian Coffee Trademarking and Licensing Initiative (the Initiative) to provide a practical solution to overcome the longstanding divide between what coffee farmers receive for a sack of their beans and what retailers charge for that coffee when they sell it in retail outlets in different countries. The history of coffee then sees the consumption of coffee moving from Ethiopia to other countries including Yemen, Turkey, Egypt and also Persia. Some of the world’s finest coffees, such as Harrar®, Sidamo® and Yirgacheffee®, originate in Ethiopia. In the past 40 years alone, they have had three forms of government, from a militaristic Marxist ideology to the federal system today. SEATTLE–(BUSINESS WIRE)– Starbucks Coffee Company (NASDAQ:SBUX) today introduces a new single-origin coffee from the birthplace of coffee, Ethiopia. Therefore the very nature of coffee production in Ethiopia makes GI certification difficult and impractical. The Initiative secured financial support from the Department for International Development (DFID) of the United Kingdom, technical advice from a Washington-based non-governmental organization (NGO), Light Years IP, and legal assistance from an American law firm, Arnold and Porter. History of Coffee. Seattle-based Starbucks Coffee Co. launched its latest single-origin coffee: Ethiopia. Everyone wanted to trade their best rugs or cooking pots for a Kaldi super goat. Just an ordinary Seattleiete. In the United States, Yirgacheffe was the first to obtain registration; Sidamo and Harrar/ Harar were granted registration at a later time. There are instances where farmers abandoned coffee production due to low returns and engaged in growing more profitable narcotic plants. Getachew Mengistie outlines Ethiopia’s Fine Coffee Trademarking and Licensing Initiative at WIPO’s 2007 GI Symposium. SunDried. The high profile dispute with Starbucks increased the popularity of Ethiopian coffee. The Story of Ethiopia Single-Origin On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. Processing: Washed. Ethiopian Coffee; Ethiopian Coffee: Origin and History; Ethiopia is known for its diverse topography with altitudes ranging from around 100 meters below sea level in the Danakil depression to 4,600 meters above sea level in the Semien mountains. This coffee is born of a collaboration between Starbucks and Ethiopian coffee farmers that started in 2005. 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. Our tribute to coffee history. Indeed, coffee is closely tied to the culture and society of Ethiopia and an estimated 15 million people are directly or indirectly involved in the Ethiopian coffee industry. Our tribute to coffee history. 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. The Initiative also intended to generate high retail prices for Harrar, Sidamo and Yirgacheffe – the three most famous coffee brands of Ethiopia. As Mr. Mengistie explained, “setting up a certification system would have been impracticable and too expensive.”. The History And Introduction To Starbucks Coffee Marketing Essay. 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. Starbucks is a global coffee giant, which was founded in 1971 as a local coffee bean retailer.Headquartered in Seattle, the company is now the world’s biggest coffeehouse chain, comprising of approximately 20,891 stores in 62 countries. Coffee makes us severe, and grave and philosophical “Jonathan Swift, 1722” Possibly the cradle of mankind, now called Ethiopia, is the birthplace of coffee. The EIPO began filing applications to register the names Harrar/Harar, Sidamo and Yirgacheffe as trademarks in key markets. Let the market pay,” explained Mr. Getachew Mengistie, former Director General of the EIPO. This exquisite blend is our tribute to the birthplace of coffee. Soft and velvety with notes of dark chocolate, peppery spice and sweet citrus.Balanced, smooth and rich. The high cost of legal services for foreign trademark registration created some initial difficulties. 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. Information on the Initiative as well as licensing is made publicly available through a dedicated website. With its rich heritage and outstanding quality, Ethiopian coffee is among the best in the world. 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. This new coffee joins Starbucks selection of 20 core and 10 traditional and seasonal whole bean coffees offered at … An exquisite blend with a reverence for the ritual of coffee, honoring Ethiopia‘s bountiful legacy. 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. 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. Under this approach, a total of four brands were created: an umbrella brand with the name “Ethiopian Fine Coffee” and three individual brands entitled “Harar Ethiopian Fine Coffee,” “Yirgacheffe Ethiopian Fine Coffee” and “Sidamo Ethiopian Fine Coffee”. Starbucks will soon be introducing a new single-origin Ethiopian coffee into their core lineup, officially beginning in October. Starbucks Reserve® Ethiopia Gedeb Born in the birthplace of coffee, Alemu Bukato began his coffee journey at a young age. The Initiative has helped Ethiopia to differentiate Ethiopian coffees from coffees of other countries, which strengthened the confidence and bargaining position of the coffee growers and exporters of the country. The government of Ethiopia wanted its coffee to have more market visibility so that the export premium for Ethiopian specialty coffee could be raised. Starbucks and Ethiopian Coffee: The Bitter Taste of Exploitation . While managing the Starbucks in Croydon North End, two of my Ethiopian staff asked if they could perform a traditional Ethiopian coffee ceremony. It is thought that the legendary character of Kaldi would have existed around 850 A.D. The novelty of the Initiative is that it enabled the growers and producers to become part of price setters instead of being price takers. This is so you can easily find your Starbucks favorites in the coffee aisle. The lively, highly social two-hour coffee ceremony remains intact. Coffee has been growing in Ethiopia for thousands of years, in the forests of southwestern highlands. (Photo: WIPO/EM), The EIPO took the leadership of the Initiative and began working on identifying a mechanism which would lead to a greater share for the country’s coffee growers. Starbucks Reserve also offers another Ethiopian coffee called Ethiopia Kayon Mountain Farm. The History of Ethiopian Coffee. And when we talk about coffee, one thing that definitely comes to any coffee lover’s mind is ‘Starbucks’- one of the world’s finest coffee. It was well known that his goats jumped higher and ran faster than any other goats. Moreover, appropriate intellectual property (IP) tools had to be chosen to meet specific needs and situations. 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. An exquisite blend with a reverence for the ritual of coffee, honoring Ethiopia’s bountiful legacy. Native tribes would grind the coffee cherries together, mixing the paste with animal fat. # 1: Ethiopia is where coffee was first discovered. The History of Ethiopian Coffee. Ethiopia has a long, rich coffee history. They were said to almost be dancing on their hind legs. Specialty coffee in Ethiopia is grown on over four million small plots of land by an estimated 600,000 independent farmers spread throughout the country in remote areas. In Sidamo, most coffee is processed using the washed method. Hundreds of years ago, an Ethiopian goat herder named Kaldi became notorious for his trip of goats. If you go to the website of Starbucks, the international coffee chain, this is what you will read: Starbucks strongly believes in the importance of building mutually-beneficial relationships with coffee farmers and coffee communities with which we work. The True History of Ethiopian Coffee. On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. “Partly because of this recognition, we have begun to see increases in their price,” says Mr. Mengistie. He gathered several berries, took them to his wife, and sh… Absolutely—only the packaging is different. 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. Distribution is also a problem, as it is predominately done informally by hauling bags of coffee on foot for many kilometers. With a velvety soft texture and floral, peppery spice notes, this is our tribute to the birthplace of coffee. From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. Within the country, some forty seven private coffee exporters and three coffee producer cooperative unions in Ethiopia have also signed the agreement. The history of coffee then sees the consumption of coffee moving from Ethiopia to other countries including Yemen, Turkey, Egypt and also Persia. On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. Today our master roasters have created an entirely new way to experience these treasured beans. The Story of Ethiopia Single-Origin On the ancient slopes flanking Africa’s Great Rift Valley, coffee trees first emerged from the rich, volcanic soil. “Our coffee is grown on four million very small plots of land. However, this is not a practical solution for Ethiopia. Meanwhile, both Starbucks and the Ethiopian government were keen to resolve their differences quickly and find a flexible way forward. After all, the coffees are made in Ethiopia and named after the regions that made them famous. (You might see it available in baskets before then). This, in addition to variations in bean size, makes it tricky to roast them without losing their delicate and nuanced flavours. At first glance, registration of each Ethiopian coffee as a geographical indication (GI) might seem to be the best course of action. Upon further investigation, he saw they were eating red cherries of some wild bushes. The umbrella brand for Ethiopian coffee Add this limited edition Starbucks Card to your collection! (Photo: courtesy EIPO). These changes have had marked positive results in terms of increased income and improved living standards of the coffee producers. It was a more direct route offering more control.”. The rest of coffee’s history in Ethiopia is quite turbulent. 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. A GI also requires that the government oversee producers and distributors to guarantee that the coffees sold belong to a particular style or region, such as Sidamo. The History of Coffee. 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. There, legend says the goat herder Kaldi first discovered the potential of these beloved beans. It’s a fine balancing act. “Rather than focusing on short term gain, this way we can enlist the big companies to do what we don’t have the skills or financial means for – that is, building recognition of our brands in international markets and so increasing long term demand for them.”. Producers of primary goods in many developing countries often receive only marginal returns. Intrigued, he tried some of the berries, and soon knew why his goats were dancing about. The EIPO has filed applications for trademark registrations of these three coffees in a number of other countries including Australia, Brazil, China, Saudi Arabia and South Africa. The trademark strategy for Ethiopian coffee faced a major difficulty in 2006. History of Coffee. We worked with smallholder farmers who applied the natural processing method on their very best beans. An Ethiopian Legend. Coffee grown worldwide can trace its heritage back centuries to the ancient coffee forests on the Ethiopian plateau. However, the volume is the second highest in Ethiopian history, only beaten by last year's export level. Ethiopia, moreover, is not a member of the Madrid system for the international registration of marks. The first coffee plants came from Ethiopia. Starbucks Day of Action: 16 December 2006. Starbucks sells a lot of coffee. Starbucks denied initiating the opposition to the trademark application, insisting it was a NCA decision. "People used to ask: Oh, does Ethiopia produce coffee?" Want to learn more about the Starbucks Card? As of early 2020, the company operates over 30,000 locations worldwide in more than 70 countries. Of course, not everyone believes that coffee berries were first found in Ethiopia, since there is no historical record of it. Rural producers outside the Sidamo region could grow Sidamo coffee, as it would not need to have a characteristic that is unique to the Sidamo region. (Picture: WIPO/RES/DEV/GE/09/WWW[130155]). It’s not a predictable or forgiving bean, and the roasting process needs constant monitoring. 34, chemin des Colombettes Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. 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. After acquiring the trademarks, Ethiopia initiated a royalty-free licensing scheme. The trademarking and licensing scheme immensely helped improve the situation: Yirgacheffe farmers’ income doubled in 2007 in comparison with their income in 2006, with estimation that over the years the producers could secure their income at around US $6-8 per kilogram. All rights reserved. The revenue is 70pc of the target. Coffee Day also marks the long history of the drink: the properties of coffee beans are thought to have first been discovered in Ethiopia.The beans are actually the pits found in the coffee berry or cherry. For developing countries, a new frontier is set to leverage benefits from their IP assets. The designations, they argued, referred not to geographical locations but to distinctive coffee types. 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. Our tribute to coffee history. Trademarks for Ethiopian coffees are also registered in the European Union and Canada. This African nation enjoys a strong reputation for its heritage coffees which command a very high retail price in the international market. Rolled into little balls, the mixture was used to give warriors energy for battle. 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. The native (undomesticated) origin of coffee … From these ninth-century highlands, arabica coffee beans began their long journey from Ethiopia to the rest of the world. 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. This strategy gave the Ethiopian government greater and more effective control over the distribution of its product, which ultimately increases revenue by exporting more goods, enabling a rise in prices and benefits to farmers. Starbucks Ethiopia marks the first whole-bean packaged coffee available globally since the introduction of its Blonde Roast two years ago, the company says. As his skills and passion grew, he built his own mill and began buying coffee cherries from area farmers. Melody Overton. 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