Successful Feedback Forum on ECTA Marketing Strategy for Ethiopian Women in the Coffee Sector

Addis Ababa, June 21, 2024 — The Feedback Forum on ECTA’s Marketing Strategy for Ethiopian Women in the Coffee Sector was successfully held yesterday at the Sapphire Addis Hotel, Addis Ababa. The event, organized by the Organization for Social Science Research in Eastern and Southern Africa (OSSREA), brought together key stakeholders, including coffee exporters, marketing professionals, cooperatives, and representatives from the Ethiopian Coffee and Tea Authority (ECTA).

Opening Session:
The forum began with a welcome address by Dr. Truphena Mukuna, Executive Director of OSSREA, followed by opening remarks from Dr. Adugna Debela, Director General of ECTA. Both leaders emphasized the critical role of women in the coffee sector and the importance of enhancing their market presence and benefits.

Overview and Methodology:
Fitsum Mengesha, Executive of Women & Social Affairs, provided an insightful overview of the ECTA Marketing Strategy, highlighting its goals to increase market share, improve coffee quality, and enhance branding and promotion for women in the sector. This was followed by a detailed explanation of the working lab methodology by Dr. Truphena Mukuna.

Group Discussions:
Participants were divided into five working groups to delve into specific areas of interest:

Group 1: Market Share Expansion and Value Addition
Group 2: Quality Improvement and Certification
Group 3: Branding, Segmentation, and Promotion
Group 4: Regulations, Administrative Efficiency, and Market Services
Group 5: Capacity Building and Institutional Linkages

Each group engaged in productive discussions, identifying barriers and proposing innovative solutions to empower women in the coffee sector. Key issues addressed included market dynamics, access to resources, quality control, certification processes, branding strategies, regulatory challenges, and capacity-building initiatives.

Plenary Session:
The plenary session featured presentations from each group, where they shared their findings and recommendations. The session was ensured a dynamic exchange of ideas and a comprehensive Q&A segment.

Closing Remarks:
Dr. Truphena Mukuna, Executive Director of OSSREA, concluded the forum with a call to action for all stakeholders to collaborate and implement the strategies discussed. She emphasized the potential for substantial growth and empowerment of women in the coffee sector through concerted efforts and strategic partnerships.

The forum was an essential step towards realizing a more inclusive and equitable coffee industry in Ethiopia. Participants left with renewed commitment and actionable insights to drive the marketing strategy forward.