Your SlideShare is downloading. ×
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Ethiopian Fine Coffees, Ron Layton

1,189

Published on

Ron Layton of Lightyears IP presented at the 2008 Social Finance Forum. See the slide "Distinctive values in African exports."

Ron Layton of Lightyears IP presented at the 2008 Social Finance Forum. See the slide "Distinctive values in African exports."

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,189
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Ethiopian Fine Coffees Presentation by Ron Layton of Light Years IP G8 Committee Meeting November 2008
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. A New Commercial Investment
    • A world-class product with prices that did not reflect supply and demand, extreme poverty among farmers…….
    • In response, a sound business strategy using Intellectual Property (IP) for new stakeholders
    • New collaboration between producer and distributor
    • Returning $100m plus p.a. from an investment of $2.5m – A New Commercial Investment
    • Improving the lives of millions of 4 million farmers and small traders AND benefits to developed country coffee distributors
  • 7. The riches of Ethiopia
  • 8.
  • 9.
    • 15,000,000 Ethiopians dependent on coffee for income
    • 6,000 coffee types
    • 1/10 of the export share of Jamaican Blue Mountain exporters
    • 3 lead fine coffee brands - Yirgacheffe, Sidamo, Harar
    • 1 birthplace of coffee
  • 10. 2004: A new chapter begins
    • Light Years IP and the Ethiopian Intellectual Property Office conceive and design an initiative to…
    • Secure for Ethiopian producers recognition as owners of their fine coffee brands
    • Create voluntary 3rd party distribution agreements
    • Return proportionate value to the farmers
    • Prevent the extinction of “ Harar ”, the world’s oldest and most appreciated export coffee
    • Introduce more Ethiopian fine coffees to world markets
  • 11.
  • 12. 2005-present: Trademark registrations
    • Trademarks registered for:
    • Harar
    • Sidamo
    • Yirgacheffe
    • 28 countries registered
    • 7 more countries pending
  • 13. 2006-present: Licensing programme
    • Distributors and Producers begin direct consultation:
    • Exclusive distribution
    • 85 licensed distributors in 9 countries
    • Brand development and management
    • Joint marketing and promotion
    • Extendable to all Ethiopian fine coffees
  • 14. 2007: Starbucks signs – a Win-Win outcome
  • 15. 2008: Brand development
    • A new brand identity for Ethiopian fine coffees:
    • To build awareness globally of Ethiopia’s top 3 coffees
    • To introduce consumers to other Ethiopian fine coffees
    • To underpin licensing agreements
    • Generate and maintain value throughout the supply chain
    • To support 3rd party efforts in selling Ethiopian fine coffees
    • To improve the livelihoods of 15,000,000 Ethiopians
  • 16.
  • 17. What does success look like?
    • Ethiopian Fine Coffee Stakeholders
    • $100m more export income in 2007, estimated $175m in 2008, with over 90% going to very low-income farmers and small traders
    • Extending the initiative to other Ethiopian fine coffees, with high returns on investment
    • Building equal partnerships with distributors
    • Managing brands and promotion together with distributors
  • 18. Beyond the Fine Coffee Initiative
  • 19. Many African Exports are Distinctive
    • African brand ownership and professional management of business strategies result in Win-Win outcomes
    • New collaborations will yield benefits to producers and distributors
    • African economic growth is important to all
    • 14 projects being developed into project designs
    • New Commercial Investments of over $100m across 14 projects
  • 20.
    • Available from:
    • Copies here today
    • Light Years IP, Washington
    • DFID, London
    • US State Dept and US Embassies
    • or online at www.lightyearsip.net

×