ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

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3rd International ETHIOPIAN COFFEE CONFERENCE: “Towards Quality & Traceability”

November 6 – 7, 2014, Addis Ababa Hilton

DRAFT Program (As Agreed on September 03, 2014 Meeting)

DAY 0NE SUBJECT SPEAKER/RESPONSIBLE BODY MODERATOR REMARK
NOVEMBER Registration
Welcoming message Ethiopian Coffee Exporters Association Master of Ceremony
6/2014 Keynote Address (ECEA)
8:30 – 9:10 Keynote Address
Hussein Agraw,
9:10 – 9:20 Welcoming Remark ECEA Board President
Robério Oliveira Silva
9:20 – 9:30 Executive Director, ICO

9:30 – 9:40 Ric Rhinehart
CEO, Specialty Coffee Association of
9:40 – 9:50
America (SCAA)
Ministry of Trade

9:50 – 10:00 Opening Remark by High Level (FDRE) Guest of Honor
10:00 – 10:30 NETWORKING COFFEE BREAK ADDIS ABABA HILTON

10:30 – 11:15 SESSION 1- ETHIOPIA’S GROWING Fikru Amenu, Shimelis Habtewold
11:15-11:45 Deputy Director, Ministry of Agriculture Interim CEO, ECX
POSITION IN THE GLOBAL MARKET
Assefa Mulugeta Director-General,
Ethiopian Coffee Production and Export Promotion Directorate General,
Productivity During the Past Four
Years-2010-2014 and lessons Ministry of Trade
learned from Colombia, Guatemala Head of Coffee, Starbucks Retail
& Brazil
Ethiopia’s Export Trend Over the Experts from Prime Minister’s Office
Past Four Years-2010-2014

Ethiopia’s position in the
Consumer Experience

Coffee & the Ethiopian Economy
or

Update on Coffee Policies and
programs

Discussion

Website: www.ecea.org.et 1

ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

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DAY ONE SUBJECT SPEAKER/RESPONSIBLE BODY MODERATOR REMARK
NOVEMBER 2
SESSION 2- INTERNATIONAL MARKET
6/2014 CONTEXT
11:45 – 12:45

 Carlos Brando, Brazil

International markets & Ethiopia Judy Ganes – Chase;
benchmarking President, J. Ganes Consulting, USA

Global Coffee consumer trends Representative from Nestle

12፡45 – 13፡00 linking quality to marketing and CEO, Juan Valdez of Colombia Eduardo
13:00 – 14:15 improved pricing ADDIS ABABA HILTON
14:15 – 15:30
Discussion
Dr. Ambassador
NETWORKING LUNCH BREAK Adisalem Balema
Director-General
SESSION 3-PANEL DISCUSSION on Ethiopian Commodity
ETHIOPIAN AND INTERNATIONAL QUALITY Exchange Authority
REQUIREMENTS & TRACEABILITY (ECXA)

Chair : Dr.Ambassador
Addisalem Balema
Director-General
Ethiopian commodity
Exchange Authority, ECXA

Panelists :-
 Mekonen Hailemikael, Manager, Quality

Operation, Ethiopian Commodity
Exchange

 Fikru Amenu, Deputy Director Ministry
of Agriculture

 Aman Adinew, CEO METAD Agricultural
Development PLC.

 Victor Gfeller, Ass.Director, Strategic
Sourcing Coffee, Mondelez International

 Japanese buyer representative

Website: www.ecea.org.et

ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

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DAY ONE SUBJECT SPEAKER/RESPONSIBLE BODY MODERATOR REMARK
NETWORKING COFFEE BREAK ADDIS ABABA HILTON
NOVEMBER

6/2014
15:30 – 16:00

16:00 – 17:25 Q&A

17:30 Close of Close of Day One

18:30 – 20:30 Reception ADDIS ABABA HILTON
(B2B Networking Event)

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ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

_ SUBJECT SPEAKER/RESPONSIBLE MODERATOR REMARK
DAY TWO BODY
NOVEMBER
7/2014

9:00 – 10:10 SESSION 4 – ETHIOPIAN COFFEE MARKET AND Solomon Edossa, Abdullah Bagersh
PRODUCTION APPROACH ECX, Board Adviser General Manager,
10:10-10:30 Yilma Yemanebirhan S.A Bagersh PLC .
10:30 – 1100 ECX’s Traceability system demonstration Chief Advisor, MIDROC-Ethiopia

Agro forestry for the sustainability of Fitsum Arega,
African Coffee Production Director General,
Case Study in Coffee Plantation Ethiopia Investment Commission
Investment
ADDIS ABABA HILTON
Discussion
NETWORKING COFFEE BREAK

11:00 – 11:45 SESSION 5: ROLE OF COOPERATIVES AND Tadesse Meskela Yilma Yemanebirhan
11:45 – 12.00 GROWTH OF THE PLANTATIONS General Manager, Oromiya Coffee Chief Advisor, MIDROC-
Farmers Cooperative Union
Cooperatives Role in the Ethiopian Coffee Jemal Ahmed Ethiopia
Industry General Manager, Horizon Plantation
RFA
Plantation Sector Role in the Ethiopian
Coffee Industry Eduardo Ambrosio, ANACAFE
Opportunities and Constraints of the Representative
Certification Scheme
Market for Single Origin Coffees

Discussion

12:00 – 12:45 SESSION 6: INTERNATIONAL RESEARCH
EFFORTS ON QUALITY
 Thomas Overtur – CIAT Dr. Taye Kufa
Colombian Methodology/Experience  Dr. Huver, Colombian Coffee Director, Jimma
Genetic mapping Research Institute
The role of research in improving quality Growers Federation
 Emma Bladyka – SCAA Science
Coffee and Health
Manager
 Marino Petracco, Senior Research

Scientist, Illycaffé

Website: www.ecea.org.et 4

ETHIOPIAN COFFEE EXPORTERS’ ASSOCIATION (ECEA)

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DAY TWO SUBJECT SPEAKER/RESPONSIBLE BODY MODERATOR REMARK
NOVEMBER ADDIS ABABA HILTON
Discussion Tadesse Meskela
7/2014 NETWORKING LUNCH BREAK General Manager,
12:45 – 13:00 Oromiya Coffee
Farmers Cooperative
13:00 – 14:15
Union
14:15 – 16:00 SESSION 7-ETHIOPIA’S UNIQUE VALUE Dr. Taye Kufa,
16፡00-16፡30 PROPOSITION IN THE WORLD Director, Jimma Research Institute

Ethiopia’s Unique Heritage and CQI
Varieties
Sundried Versus Washed Coffees-What Technoserve
is the Future?
Making the Ethiopian Coffee Sector
Sustainable

NETWORKNG COFFEE BREAK

16:30 – 17:25 Wrap up Session- Statement for the Coffee Hussien Agraw ,ECEA Board President
17:30 Sector and the ECEA

Close of Day Two

19:00 – NETWORKING DINNER ECEA-Place To Be Identified (TBI)
Website: www.ecea.org.et
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