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Ethiopia and Caribou Coffee Partner in Quest to Improve Living Standards for Ethiopian Coffee Farmers
Ethiopia and Caribou Coffee Partner in Quest to Improve Living Standards for Ethiopian Coffee Farmers
Published 05-05-08
Submitted by Light Years IP
MINNEAPOLIS, MN - May 4th, 2008 - Ethiopia's bold move to enlist the long-term support of major specialty coffee distributors in a new marketing partnership took a significant step forward today with Caribou Coffee joining Ethiopia's new Network of Licensed Distributors.
Against a lively and bustling backdrop of specialty coffee experts and afficionados from more than 40 countries, Caribou Coffee, the second largest operator of gourmet coffeehouses in North America, stepped forward to declare its willingness to join Ethiopia's quest to improve living standards for the 15 million Ethiopians dependent on coffee for their livelihoods.
"In signing an agreement with the Government of Ethiopia, Caribou Coffee recognizes the value in branding these Ethiopian coffees because they convey quality and superior coffee," said Paul Turek, Vice President of Support Operations. "We hope that, in doing so, we are helping to improve the livelihoods of Ethiopian coffee producers and their families," Turek added.
Getachew Mengistie, Director General of the Ethiopian Intellectual Property Office, which coordinates the Ethiopian Initiative affirmed: "Our goal is to return a fairer share of the retail value to the farmers who, for many generations, have nurtured and sustained so many exquisite fine coffees. Ethiopian Fine Coffees are recognized by experts to be the finest in the world." Licensees commit to work with Ethiopia to raise awareness and educate consumers about Ethiopian fine coffees. Ethiopia, the birthplace of coffee, has a rich coffee culture and more unique coffee varieties than any other coffee producing country.
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EDITOR'S NOTES
ABOUT CARIBOU COFFEE: Caribou Coffee (Nasdaq:CBOU) founded in 1992, is the second-largest company-owned gourmet coffeehouse operator in the world based on number of coffeehouses. At Caribou Coffee, our mission statement is "an experience that makes the day better". We provide this by sourcing the highest-quality coffee in the world and craft roasting it in small batches to bring out the best in every bean. We then bring this extraordinary coffee to our customers via several channels including grocery locations, online or via our coffeehouses, which provide a relaxing escape for our customers. Caribou Coffee is committed to expanding our business by bringing this experience to new customers through multiple means without compromising our unwavering commitment to quality. Caribou Coffee is a proud recipient of the Rainforest Alliance Corporate Green Globe Award. For more information, visit www.cariboucoffee.com
ABOUT ETHIOPIA'S TRADEMARKING AND LICENSING INITIATIVE: Ethiopia began its Initiative in 2004. It as has already gained the support of 75 companies in four continents. In the USA this includes Starbucks, Green Mountain and Caribou. Licensees sign a royalty free licensing agreement which acknowledges Ethiopia's ownership of the brands of fine coffee which have acquired an international reputation in the final market. They formally commit to invest in the education and promotion of Ethiopia's fine coffees to their customers and to work together to promote sales. Licensees also share the ultimate mission of the Initiative to return a greater and more predictable income to farmers in Ethiopia and raise their living standards.
For more information on the Trademarking and Licensing Initiative visit the dedicated website: www.ethiopiancoffeenetwork.com.
Light Years IP
Light Years IP
Light Years IP (LYIP) is a non-profit organization dedicated to alleviating poverty by assisting developing country producers gain ownership of their Intellectual Property (IP) and to use the IP to increase their export income and improve the security of that income. LYIP is pioneering a Poverty Alleviating IP Solutions (PAIPS) approach to help developing world producers identify and own their IP. We believe IP offers a business strategy that can help developing countries increase income, improve the security of their income, and alleviate poverty. We assist producers, exporters, and governments in the developing world to analyze their export potential with respect to identifying the value of intangibles and then using IP tools (i.e. patents, trademarks, licenses) to secure more sustained and higher export income. The ownership of IP is secured in market countries through the existing IP legal frameworks of the developed world.
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