2021-11-24-联合国贸易发展委员会-埃塞俄比亚咖啡烘焙商和烘焙咖啡出口商的主要出口市场分析（英）_62页_2mb

Introduction and Methodology

• Ethiopia's Role: Coffee exports, especially roasted coffee, are vital for Ethiopia's economy, offering value addition and sustainability in industrialization.
• Key Challenges: Ethiopian exporters face barriers like limited market access, quality perceptions, logistical costs, and competition from local roasters.
• Market Selection: Five target markets identified: EU (EU-15), Saudi Arabia, South Africa, China, and the Republic of Korea based on trade criteria (green coffee destinations, roasted coffee imports, business climate).

Selected Markets Overview

1. EU (EU-15):
   • Emerging demand for specialty Ethiopian coffee; competition moderate.
   • Logistics: Primarily air freight via Ethiopia Airlines; sea freight options limited.
2. Saudi Arabia:
   • Growing specialty coffee market; traditional Arabic coffee dominates, but light roasts are rising.
   • Logistics: Daily air freight; sea freight via Jeddah.
3. South Africa:
   • Increasing specialty coffee interest; organic and ethically sourced products demand high prices.
   • Logistics: Air freight (Johannesburg route); sea freight via transhipment.
4. China:
   • Dominated by instant coffee, but specialty light roasts (e.g., Yirgacheffe) are niche; high growth potential.
   • Logistics: Mostly air freight; sea freight viable but requires transhipment.
5. Republic of Korea:
   • High consumer interest in specialty and fair-trade Ethiopian coffee; airline partnerships possible.
   • Logistics: Air freight (Seoul route); sea freight transit time ~22 days.

Colombia's Best Practices

• Institutional Framework:
  • Free trade agreements reducing tariffs; Quality Certificates for roasted coffee exports; simplified small-volume export procedure.
• Commercial Practices:
  • Diversification: Products ranging from mass-market to high-end specialty; private-label manufacturing for retailer brands.
  • Quality Upgradation: Training in roasting and sensory skills; certifications like Rainforest Alliance and Fair Trade.
  • Brand Management: Protected Geographical Indication (PGI) for "Café de Colombia" and regional coffees.

Recommendations for Ethiopia

• Institutional:
  1. Structure the roasted coffee sector with a PGI and quality certifications.
  2. Implement capacity-building for technical skills (roasting, cupping).
  3. Develop a market information system with logistics cost analysis.
  4. Comply with Codex Alimentarius standards, especially labelling and food safety.
  5. Explore partnerships for organic/non-GMO certifications.
• Commercial:
  1. Promote at international trade fairs and create Ethiopian roasted coffee associations.
  2. Establish strategic local distribution partnerships in target markets.
  3. Investigate private-label manufacturing for mass-market access (e.g., via Walmart).

[End of Summary]