Value Addi on in E iopian Coffe I y Chain
Transcript of Value Addi on in E iopian Coffe I y Chain
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Value Addition ���in Ethiopian Coffee Industry Chain
Promoting value addition and the enhancement of domestic productive capacity through local economic empowerment
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By Kang, Xiaoxiao, [email protected]
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Coffee Industry Chain in Ethiopia
1. Fresh Cherries ---- Local Market
2. Washing Stations --- Wet Processing
3. ECX. ---- Quality Inspection & Grading
4. Dry warehouses – Screening & Packaging
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1. Red Cherries
• 87% : Small Local Householders
• 8% : Farmers Cooperative Union
• 5% : Plantation
2. Washing Stations
• About 7000, covering 5 km around
distances
• Joint-venture with
Ethiopian nationalities since
2019
4. Dry Warehouses
• Owned by top 10% large exporters
• Rent by Small exporters when
needed
3. ECX
• State-owned company
• Trade Platform
• Grading for Coffee
to export
5. Coffee Exporters
• Must 100% owned by Ethiopian
nationalities
• Over 800 exporters
now including companies & Unions
Sectors in Ethiopian Coffee Industry Chain (to Export) 3
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For International Coffee Companies:
• All • NONE
Plantation • Plant, pick, process, pack and export
• 5 years waiting for new trees fruiting
• Poor infrastructures: no power, no water, bad road etc.
• Language barriers
• Long payback periods
Suppliers • Selected from the 800 exporters/ 7000 washing
stations
• Huge stock-up
• Competitive low prices
• Financial futures 4
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Hansun Agriculture Plc (Ethiopia) since 2015
Largest Specialty Coffee Trader in China Market with market share of 55% (2019)
To find a way fighting out from the serious price wars ! • Q graders: know coffee quality better than exporters (our suppliers)
• Marketing & Branding
• High quality >> Traceability
• Consistency >> Better quality 5
2016 2017/18 2019/20 2020-?
Close cooperation with Contracts
2015
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1. Power of Marketing & Branding - Lebunna
• High Quality Specialty Coffee
• Story of Origin – value-added customer service
• Brand Premium – Better profit
• Traceability investigation is not easy
• Consistency problem
“China Beauty” & Brand Premium
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30% vs. 10-15%
Specialty Coffee
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2. What Exporters can control is Little
• High Quality:
Cherry quality and wet processing method matter
• Consistency:
Standards & Guidance
• Foreigners cannot invest in washing stations as shareholders
Go to Farms/ Washing Stations
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Cherry Picked in 2016
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3. Happiness & Sorrows in Washing Station with Farmers
• Pictured cherry price system Higher price for better cherries
• Scientific equipment to standardize production nodes:
moisture, color, sugar meters
• Modern management experience Small batches and micro lots
• Purchasing contract first so we have to buy all coffees we processed
Standardization: Technology & Management
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Cherry Picked in 2019
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8-9 BIRR/KG3-5 BIRR/KG 13-14 BIRR/KG 16 BIRR/KG
“China Beauty”
• Red • Mature • Double handpicked
• Green • Red • Overripe • Rusty • Exotic
• Mature • Handpicked
Fresh Cherry Price System
Average Annual Revenue of Farmers
increases from 30,000 Birr in 2017 to 50,000 Birr in 2019
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3. Happiness & Sorrows in Washing Station with Farmers
• New processing method experiments
• 6/26 batches no worse than traditional ways
• 3 popular in market with better prices
• No patent protection
• 30% down payment V.S. 100% cash in advance
• Time-cost & Long-term investment
R&D Experiment V.S. Immediate Cash
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Processing Experiment in 2017/18
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4. Better quality & Real whole-chain Traceability
• Modern equipment
• Good Management
- On time delivery
- No more mixing mistake
• How to be protected by laws as we still can not invest in as a shareholder?
Last mile before exporting: Fast & Clean
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Dry Warehouse with Modern Equipment, 2019
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5. Policy encouraged Roasting/Grinding Sector
• Policy Encouraged: open to foreign investment
• High-value added: double the profit
• More human capacity needed
• Compare with primary agriculture processing, which helps the coffee industry chain more?
More important value-added sector?
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Lebunna Roasting Factory
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Future: Grow with coffee Farmers & Local partners
Starbucks
• Making purchasing standards & Giving Guidance
• Social Responsibility of big company: road, well & donations
• Farmers need immediate cash
Gesha Village
• Huge Investment & Long Waiting
• High prices to gain return
• Sustainability and Replicability
Hansun – Lebunna
• Farmers are part of the Brand
• Capacity building of Farmers: higher-level job opportunities for competent farmers
• Coffee Industry develops as a whole
• Set a new business model for the whole industry
Suppliers Plantation Partners
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ETHIOPIAN COFFEE CULTURE CENTER in Beijing • Partner with Ethiopian Government
to promote Ethiopian coffee culture
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谢谢 Thank You!
康笑笑 KANG,Xiaoxiao
Tel: +86 132 6400 1331 (CN)
+251 93 66 67 888 (ET)
Email: [email protected]