Selling the drink in its homeland offers a path to success, but now foreign companies want to get in on the game
October 20, 2014
by James Jeffrey
ADDIS ABABA, Ethiopia — Eighteen-year-old Aster Endale quickly gives the coffee cups a rinse before putting them back into her basket and picking up a bag with canisters of coffee. Then she crosses the road, weaving between traffic, to find her next customers.
Time wasted is coffee not poured — and money not earned — in the Ethiopian capital, where the humble cup of coffee is contributing to economic advancement starting at the lowest level and finishing at the counters of upmarket gourmet coffee houses in Tokyo and beyond.