Ethiopia to brand its agricultural commodities globally

With the aim of promoting Ethiopian agricultural commodities globally, Tourism Ethiopia and Ethiopian Agricultural Transformation Agency (ATC) launch “Ethiopia: Taste of Origins” brand.

Tourism Ethiopia and ATA, along with the Ministry of Trade and Industry (MoTI), have worked closely over the last three years to promote the nation’s agricultural commodities globally through trade and tourism, ATA said in its press statement.

Ethiopia: Taste of Origins, derived from the national brand Ethiopia: Land of Origins, will serve as the branding element for all agricultural commodities and food related trade shows. This will maintain continuity with the national brand to ensure that Ethiopia is promoted consistently across different sectors in trade fairs held locally and internationally.

“The MoTI and ATA have tested the brand in international trade shows held in the United Arab Emirates (Gulfood), Germany (Biofach), China (China International Import Expo), and Egypt (Inter-African Trade Fair), with the response from buyers and visitors indicating high brand recognition,” the statement noted.

Speaking at the MoU signing ceremony, Lensa Mekonnen, CEO of Tourism Ethiopia, asserted that her office strongly believes that promoting Ethiopia cuts across sectors.

“By promoting Ethiopia with a brand consistency across our different sectors – whether we are promoting agricultural commodities, investment in our industrial parks, enhancement of foreign diplomacy or visits to our historical sites and national parks – we send a unified message that our country offers a colorful and eclectic menu of things to see and do”.

Khalid Bomba, CEO of ATA, also noted that promoting the export of agricultural commodities has the power to positively reinforce the Ethiopia brand.

“By commercializing our agriculture and linking our smallholder farmers to local and global supply chains, we send a message to the world that Ethiopia’s growth and transformation is as much about improving the livelihoods of our people as it is about repairing the image of our country”.

The launching ceremony also saw a briefing session for participants of the upcoming Gulfood Trade Show that will take place from 17-21 February in Dubai, UAE, where Ethiopia will be represented by over 120 companies.

The 2019 edition of the exhibition will be held under the theme “The World of Good. The World of Food” and will see Ethiopian delegates comprising of Pulses, Oilseeds, Spices, Coffee, Meat, and Livestock exporters showcasing their products.

It is indicated that promotional materials have been widely disseminated via print and a dedicated website.