On a forum prepared to intensify the efforts made so far in trademarking and branding the Ethiopian fine coffee, the Ethiopian Intellectual Property Office (EIPO) discussed with stake holders here yesterday.
Marking the occasion Director General of EIPO Teshale Yona said: “Ethiopia is known for exporting coffee to various countries, yet it did not cultivate to get as much as it would deserve from the market for various reasons. Coffee originated in Ethiopia and as a nation it is the fifth largest coffee Arabica producer in the world.”
More than 15 million people of the nation have direct or indirect linkage with coffee production. To elevate the economic benefit of these parts of the society and those in the value chain, the Office has been exerting relentless efforts through the office of Ethiopian Fine Coffee, Designations Trade Marking & Licensing Initiative project.
In the process, the Office along with the stakeholders’ committee, consists of leaders of coffee-producing cooperative unions, private coffee exporters’ associations, representatives of relevant government bodies and coordinated by EIPO. A comprehensive study was made to identify the intangible values of Ethiopian fine coffees, analyze the market situation and identify the best Intellectual Property (IP) and business strategies and extensive consultations were carried out. In this regard, coffee from Sidamo, Yirgacheffe, and Harar have got Ethiopia’s ownership and ensured brands in the market worldwide. Besides, the office has increased and secured a viable income for poor farmers, and built IP asset protection and management capacity in the nation. Additionally, two fine coffee brandings are also on the way.
“In the process many challenges have been traced from world market players like Starbucks. Starbucks was a driving force behind the objection leading but due to legal and media influence, Starbucks accepted and agreed to Ethiopia’s ownership regardless of whether or not a trademark has been granted. Locally, more than 40 coffee exporters have signed to use the brand.”
According to Teshale, this is a great move but still coffee market and related matters are facing huge challenges and it time for collaborative design, he added.
Mohammad Abdurehman with the Science and Technology Ministry, Technology Affairs Adviser to the Minister on his part said: “Ethiopia is working earnestly to ascertain ownership and prevent misappropriation of the coffee brands. As a nation controlling and using brands, ensuring long-term benefits through licensing arrangements demands collaborative effort.”
According to Mohammad, stakeholders should focus on distinguishing the Ethiopian fine coffees from commodity coffees and maximize benefits by improving the marketing position as well as preventing registration of similar and confusing marks and secure the ultimate goal of building good will and reputation.
Participants across the board highlighted the office has to step up its effort as before to defend the beneficiary farmers in the rural part of the nation. There should be a system to trace the exported coffee and control mechanisms of blending in the global market.
It was learnt that EIPO has the mandate to facilitate the provision of adequate legal protection and exploitation of intellectual property in the country and organize and disseminate technological information contained in patent documents and encourage its utilization.
[TheEthiopianHerald]
