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*The Ethiopian Government has recently launched a new coffee brand management programme to help protect its local coffee varietals and support the country's coffee industry. * Ethiopia is known by many as the original home of coffee, the country exports more than 177,000 tonnes of coffee a year, representing about 15% of the world's total coffee production. But until now there has been no initiative to promote or identify Ethiopia's coffee varietals such as Yirgacheffe, Sidamo and Harar.

Brand specialist Brandhouse was commissioned to create a distinctive and easy-to-use brand identity system for Ethiopian Fine Coffees in addition to the three already mentioned. The system will be used wherever the coffees are distributed and sold.

The new brand identity comprises a central logo for Ethiopian Fine Coffees which takes its inspiration from the coffee bean itself, together with individual designs for each of the coffee varietals.

The Ethiopian Ambassador in London, Berhanu Kebede said: "This is a landmark project for Ethiopia and we are proud to acknowledge our Fine Coffees in this way. This is an unprecedented level of investment in a truly innovative programme and we are looking forward to seeing our coffee farmers reap the rewards in the short, medium and long term."