Marketing Still Largely Unknown: Ethiopia as an Export Country for Natural Ingredients As an export country for agricultural products, Ethiopia is only known to a few experts of Africa. However, the country, which covers an area of more than 1.1 million km 2 , has great potential: not only does it have a large, unexploited land area, but it also has sufficient water and a predominantly temperate climate due to its high altitudes. The infrastructure in the country and thus the prerequisite for smooth logistics is also steadily improving. The Import Promotion Desk (IPD) has been active in Ethiopia since 2015 and supports small and mediumsized enterprises in their export ambitions. The companies in the IPD programme offer products that are in demand on the European market. In addition, they also stand out for the high quality of their natural ingredients. Many already have certificates such as HACCP and ISO 220000 or are currently working on certification – this includes the organic label, among others. Water Tower of East Africa Ethiopia is often referred to as the “water tower of East Africa” because it has extensive surface and groundwater resources. At the same time, Ethiopia has a large number of agro-ecological zones suitable for the production of a wide variety of crops throughout the year. In particular, the highlands have very favorable climatic conditions for agricultural production. Nevertheless, only about 16 million hectares are used for agriculture and this mainly by smallholder families for self-sufficiency. IPD works with companies that want to exploit Ethiopia’s natural potential and produce natural ingredients for export. They often work closely with smallholder farmers, whose raw produce they process. “A big advantage is that we link European importers directly with Ethiopian producers,” says Nicole Schauer, IPD Expert Sourcing + Markets. “This saves buyers the step of going through intermediaries and, consequently, procurement costs. At the same time, they have a partner who can transparently show the supply chain and explain its quality management or demonstrate it on site. Home country of coffee Ethiopia’s best-known product is probably coffee. The Kafa region is considered the birthplace of coffee as the Arabica bean was first cultivated there. The climatic conditions and soil make the coffee plants and cherries thrive. The coffee tradition and the know-how of the coffee farmers, passed down from generation to generation, have laid the foundation for high-quality processing. Ethiopia is Africa’s largest coffee producer and home to many innovative coffee companies. The companies in the IPD programme offer a wide range of varieties named after the different regions of origin. Besides Kafa, the Djimma region is a well- 42 food Marketing & Technology • August 2023
Marketing known coffee growing area. The coffee varieties are named, for example, Kafa, Djimma, Limu, Gesha, Guji, Sidamo, Anderacha. The companies process so-called forest coffee, which grows wild and is harvested by hand in the rainforests. Drying follows naturally in the sun. The range of products offered by the IPD companies includes washed and unwashed coffee beans. Many of the companies are already Rainforest Alliance (RFA) certified with their offerings, and also provide organic certified coffee in addition to conventional coffee. Superfood Teff Teff, also called dwarf millet, has been cultivated in the highlands of Ethiopia for about 5,000 years. The small grains are Ethiopia’s most important cereal. Teff flour is used, for example, to bake the typical Ethiopian flatbread, Injera. But teff is also becoming increasingly popular outside Ethiopia. Its nutritional value, taste and baking properties are appreciated. In addition, teff is glutenfree, and thus a good alternative for people with celiac disease who cannot tolerate the gluten protein. The grains of teff are tiny. Around 150 teff grains together add up to about the size of a grain of wheat. But the small grains possess the necessary qualities: they are rich in proteins, fats and amino acids and provide high amounts of vitamins as well as minerals, especially calcium, iron and magnesium. The mini-grain is not shelled. Because the kernel of the grain cannot be separated from the husk, the grains are processed and milled as a whole. In Ethiopia, dwarf millet is grown at altitudes between 1,000 and 3,000 meters. The plants grow quickly and are frugal in their water requirements. Teff can already be harvested about three months after sowing. Ethiopian companies export teff grains and flour. There are also product innovations such as pasta made from 100 percent teff. Variety of pulses and spices In addition to teff, many pulses are grown in Ethiopia. They are also part of the country’s traditional cuisine. Since many dishes are meatless, chickpeas, Engagement of IPD in Africa In addition to Ethiopia, IPD is also active in Egypt, Côte d'Ivoire, Ghana, Kenya, Madagascar, Morocco and Tunisia. It supports small and medium-sized enterprises that want to export to the European market. The focus is on natural ingredients for food, pharmaceuticals or cosmetics as well as fresh produce. The number of processing companies that meet European quality standards is growing steadily in the IPD partner countries, along with the share of organic farming. More information: https://www. importpromotiondesk.de/en/ services/ food Marketing & Technology • August 2023 43
