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Ethiopian Fine Coffees Presentation by  Ron Layton of Light Years IP  G8 Committee Meeting November 2008
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
Ethiopian Fine Coffees, Ron Layton
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
The riches of Ethiopia
Ethiopian Fine Coffees, Ron Layton
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
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
Ethiopian Fine Coffees, Ron Layton
2005-present: Trademark registrations Trademarks registered for: Harar Sidamo Yirgacheffe 28 countries registered 7 more countries pending
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
2007: Starbucks signs – a Win-Win outcome
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
Ethiopian Fine Coffees, Ron Layton
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
Beyond the Fine Coffee Initiative
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
Available from: Copies here today Light Years IP, Washington  DFID, London US State Dept and US Embassies or online at  www.lightyearsip.net

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Ethiopian Fine Coffees, Ron Layton

  • 1. Ethiopian Fine Coffees Presentation by Ron Layton of Light Years IP G8 Committee Meeting November 2008
  • 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
  • 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
  • 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
  • 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