1. The Ethiopian Fine Coffee Designations Trade Marking & Licensing Initiative Experience Presented at The WIPO Conference on Building Partnerships for Mobilizing Resources fir Development organized by the World Intellectual Property Organization (WIPO) Geneva, November 5 and 6, By
Getachew Mengistie
Intellectual Property Law Consultant and Attorney Geneva, November 5, 2009

2. I. Introduction A) Initiative started in 2004
B) Initiative is led by Stakeholders committee & facilitated by EIPO
C) Initiative has
Technical & advisory support from LYIP
Free Legal Support from Arnold & Porter
Financial support- Donor organizations, stake holders & the government
C) highlight the grounds, objectives, Choice of appropriate legal, business and marketing tools, major achievements and Lessons learned
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3. II. Grounds for the initiative
Ethiopian coffee is specialty/ fine coffee
Distinct flavor and aroma
Can be distinguished from coffee of other countries
Distinct feature attributed to hard work of generations of farmers
b) Little benefit from the Specialty coffee
High retail price-example 2004-Harar $24/lb, 2005 Sidamo-$26/lb
Only 5-10 percent comes to Ethiopia
Fluctuation of price of coffee
c) Impacts of low price of coffee
unable to meet basic needs, school, health etc
Cutting down coffee trees and planting chat
d) Cases of misappropriation or attempt to misappropriate coffee names
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4. III. Objectives of the Initiative
Ensure Ethiopia’s ownership of coffee brands
Increasing & Securing Income of Poor farmers & Exporters
Delink from commodity coffee
Ensure stability of income
Strategically positioning in the growing Specialty Coffee market
c) Create & Strengthen partnership with Foreign Coffee Importing, roasting & distributing Companies
d) Building IP Asset Protection & Management Capacity
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5. IV. Choice of Appropriate IP & Business tools
Comprehensive study made on the relevant IP tools, merits & demerits of:
Geographical indications
Certification marks
Trade marks
Extensive consultations made in and outside of Ethiopia
Decisions made by the stake holders to :
Trade mark three of the fine coffee designations
File applications in selected countries
Offer royalty free license
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6. V.Trade marking of coffee brands
Applications filed
36 countries-Australia, Brazil,Canada, China, European Union,India, Japan, Saudi Arabia, South Africa and USA
Certificates obtained
Sidamo, yirgacheffe, Harar registered in EU, Canada & USA
Japan-Sidamo, Yirgacheffe
Problems encountered and Measures taken
European Union
USA
Japan etc.,
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7. VI. Licensing of Coffee TMs
Objectives of Licensing
Facilitate the use of Ethiopian Trademarks
Capture the reputation & good will of fine coffee around the trademarks
Establish & strengthen partnership with the coffee importers, retailers & distributors
Cater to the interests of the key actors etc.,
Promote the Ethiopian fine coffees
Strategies Adopted
Offering royalty free License agreement
Obligations of licensee to use brand and educate consumers
Establishment of network of Licensed distributors
Establishment of a Joint forum where stakeholders and network partners exchange relevant information and work for mutual benefits
Increasing awareness of the initiative ex. Creation of web site of the Initiative
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8. VI. Licensing contd.
C) Ninety six coffee importers, roasters and distributors in North America, Europe, Asia & Africa signed the agreement
Forty seven Ethiopian exporters & three coffee producers unions signed the agreement
Licensees played a role in persuading companies and are playing useful role in promoting the Ethiopian Fine coffees and the brands
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9. VII. Branding Trade Marks
Need for Marketing strategy
Stakeholders opted for branding
A UK based branding company employed
Brands and brand guidelines developed under supervision of the Stakeholders Committee
Stake holders decision and unveiling of the brands on May 2008
Brand guideline approved in July 2008
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11. Individual Brands Copyright 2009,all rights reserved

12. VIII. Major Achievements
Ownership & Leadership of the initiative by the stakeholders
Establishment of Institutional framework & effective coordination
The stake holders committee
LMU in EIPO & Focal units in Overseas embassies
The net work of licensed distributors
The Joint forum
Excellent working relationship
Secured support from parliament, PM office, different Ministries, the general public & stakeholders in Ethiopia and a wide range of supporters from abroad
Improved negotiating and Marketing Position-power to control, require disclosure of sales information, joint promotion, uniform branding and negotiate export price
Increased demand, rise in the price of coffee and income of coffee producers /export income of the country
Encouraging Change in the lives of Producers-housing, sending children to school etc.
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13. VIII. Achievements contd.
Building & Strengthening Licensing Capacity at EIPO, overseas embassies, Stakeholders
Challenges successfully overcame
Partnership established, wider cooperation & assistance example Starbucks farmer support center
Promotion of the initiative using print & electronic media, website and international coffee forums and exhibitions
Choice of Ethiopia as a portrait country in the 20th SCAA-May 2008
Greater recognition of the value of intellectual property assets and the need for protection-steps taken-EIPO, MOARD
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14. IX. Lessons Learned
Top Leadership Support & Direction is critical for success
Need for initial technical, financial and legal support from international partners while simultaneously building the requisite capacity for IP Asset identification, protection, exploitation & management
Ownership and involvement of stake holders
Significance of public & private partnership
Preemptive, persuasive and engagement strategy essential to prevent or resolve disputes
wining the support of as many partners as possible
Preparatory works, advance planning and regular evaluation
Use foreign companies that buy the cause of initiative
Adoption of Systemic and holistic approach in identifying needs and concerns
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15. X. Conclusion
DCs and LDCs need to embark On programs to identify, protect and exploit their IP Assets
Significance of IP demonstrated by the experience of Ethiopia-the coffee Initiative public lauded as innovative and exemplary
Ethiopia committed to use IP as a tool for creation of wealth and initiate similar programs
other countries have embarked on or are in the process of initiating similar programs
These are encouraging developments but there is no “one Size fits all Approach”
Need to devise strategies to tap potential support in developed countries and simultaneously building up local capacity
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