In brief
Ethiopian exporter AWO Coffee is set to attend the 9th China International Import Expo again, eyeing growth in China’s booming coffee sector. Executives highlight last year’s success and plan a joint venture to deepen market penetration. The company has already doubled its China shipments and is positioning itself for new business partnerships.
AWO Coffee, an Ethiopian coffee exporter, announced it will attend the ninth China International Import Expo (CIIE) in Shanghai from November 5 to 10, aiming to expand its footprint in China’s rapidly growing coffee market.
After last year’s successful debut, the company said it had “gauge[ed] consumer reception and established strong trade connections” at the event, according to General Manager Tesfaye Gebru in an interview with Xinhua.
Marketing Manager Kaleab Fekad described the CIIE as an “important international trading platform connecting Ethiopian coffee producers and exporters with potential buyers and partners from China and around the world.” He added that the firm will use this year’s expo “to further promote our brand and expand our market opportunities in China.”
Xinhua reported that AWO Coffee has doubled its China shipments in recent years and plans a joint venture to further penetrate the market, noting that the Chinese youth café culture offers significant growth prospects for Ethiopian coffee producers.
According to the organisers, the 9th CIIE will host 162 countries, regions and international organisations, with 4,142 overseas exhibiting companies and an exhibition area exceeding 440,000 square metres for the first time.
AWO Coffee, whose name means “Yes” in Amharic, has grown from raw coffee bean export to processed and powdered coffee, supplying renowned varieties to international markets.
