He'd left his village for the first time to explain why companies like Starbucks should recognize Ethiopia's ownership of its own coffee brands.
"The names Yirgacheffe, Sidamo, and Harar are as unique to Ethiopia as the flavors of the coffees," he said. "Whoever says these names are not the property of Ethiopia is as crazy as someone who would say the name I gave my first-born son is no longer his."
Robe spoke at this coffee ceremony last December as a kind of local celebrity. His face—the gray beard, the unflinching stare—had become the iconic image of Oxfam America's Starbucks campaign. Launched in October 2006, the campaign asked that the coffee giant sign an agreement acknowledging Ethiopia's right to license and distribute its fine coffees. By recognizing Ethiopia's intellectual property rights, Starbucks could give poor farmers a chance to earn a greater share of the profits.
Aware of Starbucks' status as a global brand interested in maintaining its socially responsible reputation, Oxfam used grassroots activism and strategic media to draw attention to the issue. Though initially reluctant, Starbucks entered into serious talks with Ethiopia in May. By June, they had finalized an agreement that could change the coffee industry forever.
"The true victors of this campaign are the 1.5 million coffee farmers in Ethiopia whose lives will improve," said Abera Tola, director of Oxfam America's regional office in Ethiopia."They have given a glimmer of hope to millions more like them all over the world who deserve recognition for the quality products they generate."
At Oxfam, we feel it's important to stop and recognize a victory. But after all the celebratory emails have been sent, what comes next? For an organization interested in creating lasting solutions to poverty, the end of an effort is in many ways the beginning. This is when the real analysis comes in; just what went into this win?
Oxfam began negotiating with Starbucks in 2005 when we first learned about Ethiopia's efforts to trademark its fine coffees. After dozens of conversations between our Boston headquarters, the Seattle home of Starbucks, and Ethiopia's Intellectual Property Office in Addis Ababa, it became clear that high-level talks would not be enough. It was time to enlist the public.
At a grassroots level, Oxfam worked with a coalition of allies to organize members of the Ethiopian Diaspora, students, Starbucks employees, and our own supporter base. By the campaign's end, more than 100,000 people had gotten involved, many of them sending Robe's photo around the world on postcards, flyers, and posters. Robe's face even appeared on web sites and in newspaper ads during a series of global "days of action" in places like Seattle, Scotland, and Hong Kong. The accompanying message to Starbucks remained simple: Honor your commitments to coffee farmers.
Throughout all this work, Oxfam tested creative ways to engage our supporters. We filmed the days of action and posted the video on YouTube. We sent a petition to Starbucks that became the most popular online action in our organization's history. We had supporters participate in a photo petition on Flickr. And we promoted it all on our social networking pages on MySpace and Facebook.
Eventually Oxfam's message reached Starbucks' shareholders. A few sent letters to Starbucks supporting Ethiopia's trademark initiative. And at the Starbucks annual general meeting in April, some joined members of the Ethiopian community in asking pointed questions of both the company CEO and chairman.
With activists combining efforts around the world, Oxfam ramped up the public pressure by focusing on the press. Over the course of the campaign, major media outlets&mdsah;including NPR, the BBC, CNN, Time, Fortune, and The Wall Street Journal—featured the David-and-Goliath struggle of the Ethiopian farmers and Starbucks.
"What might have remained a little-noticed bureaucratic dispute became an international affair when Oxfam, a nonprofit relief and development group, began publicizing it in the fall," wrote The Wall Street Journal in a March 5 article.
Each aspect of the campaign had its impacts. But it just may have been the voice on the ground that resonated loudest with Starbucks. In the end, the company seemed to accept the simple truth: The campaign wasn't about a development agency, a roaster, or a government. It was about people like Robe, the coffee farmer demanding economic justice.
When the old farmer from Afursa Waro village, whose face had launched the entire campaign, made one final appearance, it was in a thank-you video for Oxfam supporters.
Sitting among his fellow farmers in a lush meadow overlooking the Yirgacheffe hills, Robe looked into the camera once again. "We know that Oxfam and many people around the globe are standing by our side in supporting us in this effort," he said. "You, our supporters, have given voice to our cause."
Then Robe stood alongside his fellow farmers and, in unison, offered a series of customary bows. "Gelatoma. Gelatoma. Gelatoma," they said in Oromifa, their region's language. "Thank you. Thank you. Thank you."
]]>Oxfam responded by saying that Starbucks did prompt the National Coffee Association (NCA), of which it is a leading member, to file an opposition to the applications, which is the reason the US Patent and Trademark Office (USPTO) gave for rejecting them. At a meeting held this past July at the Ethiopian Embassy, Embassy staff and advisers met with the NCA president to discuss a letter of protest filed against Ethiopia’s trademark applications. Ethiopian Embassy staff asked the NCA President what had prompted the NCA to file the opposition after more than year of silence on the issue. The NCA President responded that Starbucks had just brought it to the NCA's attention.
It is therefore disingenuous for Starbucks to claim they were not responsible for the application being blocked. Ethiopian Embassy staff and Ron Layton of Light Years IP, a Washington DC-based intellectual property rights organization that is helping to advise the Ethiopian government, have gone on record with this.
Starbucks has also claimed that its investment in social development projects and micro-finance initiatives in coffee growing regions has been recognized for its leadership within the industry.
While Starbucks has taken some positive initial strides in this area, Oxfam thinks the company can do better. As a company that prides itself in such efforts, it is unclear why Starbucks would oppose Ethiopia’s efforts to help its farmers realize a greater portion of the value their coffee commands on the international market.
Intellectual property ownership makes up a huge proportion of the total value of world trade but rich countries and businesses capture most of this. Ethiopia, the birthplace of coffee, and one of the poorest countries in the world, is trying to assert its rights and capture more value from its product. It should be helped, not hindered.
Oxfam continues to call on Starbucks to show leadership for other coffee companies by immediately recognizing Ethiopia's rights in this case and signing the licensing agreement that Ethiopia presented to the company in September, recognizing the country’s rightful ownership of its coffee names.
]]>“This is an important step for Ethiopia as it engages with coffee companies on its innovative trademarking initiative designed to help alleviate poverty,” said Raymond C. Offenheiser, president of Oxfam America. “This initiative will help create real change for the 15 million Ethiopians dependent on the country’s coffee sector.”
According to Ethiopia and Starbucks, the agreement is expected to be finalized and signed by both parties in May. More details regarding the content of the agreement will be available once it has been signed.
"Oxfam eagerly awaits the final agreement and long overdue recognition of these coffees as unique and valued products of Ethiopia's coffee farmers," continued Offenheiser.
In the meantime, Ethiopia’s trademarking project has continued to gain momentum. The licensing team heading the project has begun to roll out an implementation plan for the registered trademarks in Canada, the European Union, the United States and Japan. A marketing plan aimed at further raising the profile of the Sidamo, Harar and Yirgacheffe brands on the international market is also underway.
The goal of the trademarking initiative is to help Ethiopia’s coffee sector—including farmer cooperatives—earn more from its valuable coffee brands, increase its negotiation leverage through control of the marks, and ultimately increase the price received for its best coffees. Ethiopia will be able to protect the valuable reputation of its coffees and enable poor growers to capture a greater share of the retail price.
In October 2006, Oxfam launched an international public campaign to encourage Starbucks to engage with Ethiopia directly on the issue of the country’s ownership of its specialty coffee names. Over 93,000 supporters have called on Starbucks to sign a licensing agreement with Ethiopia.
]]>By seeking the right to control its most famous coffee trademarks—Sidamo, Harar and Yirgacheffe—Ethiopia aims to work with the worldwide coffee industry to build the value of its coffee ‘brands’ and give its farmers a greater share of the retail value of their coffees. Coffee is among the most valuable commodities in Ethiopia, one of the world’s poorest countries, and these rights could help lift farmers and their families out of poverty.
“Starbucks continues to break its promises to the poorest communities,” said Seth Petchers, coffee lead in Oxfam International’s Make Trade Fair campaign.“The company has branded itself as a friend to poor farmers. But when these farmers seek the right to own their coffee brands and compete in the global market on an even playing field, Starbucks refuses to support them.”
In mid-February, Starbucks issued a joint release with the government of Ethiopia stating that the company would no longer stand in the country’s way to obtain trademarks. However, since that meeting, Starbucks has balked at signing a voluntary licensing agreement and has refused to engage in good-faith discussions with Ethiopia about the trademarking initiative.
Ethiopia has continued to garner support for this project, most recently from the deputy secretary-general of the twenty-member Common Market for Eastern and Southern Africa at the East Africa Fine Coffees Association meeting in Addis Ababa last month. Ethiopian farmers, in a recent statement from the Ethiopian Fine Coffee Farmers Cooperative Unions and Exporters, accused Starbucks of dodging the real issues and encouraged the coffee chain to sign the licensing agreement.
In a Valentine’s Day memo to staff leaked to the public in February, Starbucks Chairman Howard Schultz stated that changes that have come with rapid growth and success also, “have lead to the watering down of the Starbucks experience.” Earlier this month, Schultz told Fortune magazine that "Starbucks is the quintessential people-based business... Everything we do is about humanity."
“If Starbucks is seriously committed to humanity, it needs to change its position and agree to negotiate a licensing agreement with Ethiopia that respects its ownership of its unique coffee trademarks,” said Petchers. “Starbucks has retailed these Ethiopian coffees for as much as $26 a pound yet most Ethiopian coffee farmers struggle to survive on one dollar a day.”
At its Annual General Meeting today, Starbucks is celebrating growth of more than 20 percent in net revenues over the past year. Meanwhile, coffee farmers struggle to meet their most basic needs.
“Is this the best that a company that is all about humanity can do?” asked Petchers. “It’s time for Starbucks to allow Ethiopian coffee farmers to find their way out of poverty instead of continuing to stand in their way.”
]]>Billed as the first summit between the Ethiopians who produce the coffee and the US and Canadian companies that buy it, this week's meeting showcased real unity and support for Ethiopia's efforts. Ethiopia has asserted ownership of the names of its coffees so that it can increase the coffees' value, gain more leverage, and receive an equitable price in the market. Already some companies, such as Green Mountain Coffee Roasters, have agreed to work with Ethiopia on this initiative. Their representatives showed their support by attending the meeting.
"Now that the trademarking work is becoming fruitful, many in the specialty coffee market are happy with us and accept that we want to increase our negotiating power and ensure greater returns to small farmers," said Tadesse Meskela, manager of Oxfam partner, the Oromia Coffee Farmers Cooperative Union.
As the three-hour meeting unfolded, I was struck by the achievements already realized by the Ethiopians. It was clear that everyone in the room was ready to work together to help Ethiopian farmers get an equitable share of the coffees, which have sold for as much as $26 a pound in the US. The stakeholders and coffee companies left the meeting with a "To Do" list and a promise to meet again in the coming months.
It was a tremendous achievement for Oxfam's partners, three farmer cooperative unions, to sit side-by-side with private exporters, government representatives, and foreign coffee buyers, discussing ways to improve the livelihoods of Ethiopia's coffee farmers.
During the meeting, I had the opportunity to speak about the tremendous global support Ethiopia's efforts have garnered. Since October, more than 90,000 Oxfam supporters from around the world have voiced their solidarity for Ethiopia's initiative. Through their efforts, these supporters have sent a clear message that coffee companies must recognize the legitimate right of countries and farmers to use the names of their coffees and their unique reputations to compete in global markets and realize higher incomes.
While much attention has been paid to Starbucks's unwillingness to recognize this right, I left the meeting feeling inspired. The conversation has moved from whether Ethiopia has the rightful ownership of its coffee names to how the coffee industry should recognize those rights and act accordingly.
As Ashenafi Argaw of Oxfam partner, Sidama Coffee Farmers Cooperative Union, said, "Our farmers deserve a better price than they are getting right now. Let's plan and discuss ways to get them better benefits from the market."
]]>Following a traditional coffee ceremony featuring some of Ethiopia's finest coffees—Harar, Sidamo, and Yirgacheffe—the farmers said they wanted the opportunity to make more money off the coffees they cultivate, which command such high prices among consumers.
While Starbucks charges as much as $26 a pound for Ethiopian specialty coffees, Ethiopian coffee farmers get only 5-10 percent of that price. For this reason, Ethiopia has asked Starbucks to sign a trademark agreement that would give Ethiopia the ability to control the use of its coffee names, occupy a stronger negotiating position with foreign buyers, and capture a larger share of the market.
"Just because I'm a farmer, don't think that I don't understand what's happening in the global market," said Tadesse Terro, who traveled from Yirgacheffe to speak out. "I do listen to the radio and I know how much my coffee retails for overseas. The money I earn for my hard work does not come close."
More than 200 people came to the Sheraton hotel in Addis Ababa to attend the coffee ceremony. Government officials and diplomats joined community activists and farmers. Each person signed a petition asking Starbucks to honor its commitment to Ethiopian coffee farmers by recognizing the country's ownership of its coffee names.
One farmer, 85-year-old Gemede Robe, left his Abaya district hometown for the first time to attend the event. Unable to read and write, he signed the Starbucks petition with his fingerprint.
Robe became the face behind Ethiopia's trademark initiative late last year when Oxfam began using his photograph to publicize the campaign.
"Like any other human being, we Ethiopians hold our names very dear," Robe said. "If given the opportunity to speak with people at the big company (Starbucks), I would ask them why they're resisting us owning our coffee names. I am sure they know, as the whole world does, that our coffees are some of the best in the world. But why are they refusing to give us the recognition we deserve?"
Oxfam is part of a broad coalition calling on Starbucks to sign a trademark agreement with Ethiopia. More than 89,000 people in 70 countries have already joined the campaign. Earlier in December, activists from New Zealand to Scotland to the US demonstrated outside of Starbucks stores. The coffee ceremony in Addis Ababa represented the culmination of these global actions.
]]>"It's good to see Starbucks finally coming to the table, which they initially refused to do," said Seth Petchers, coffee lead for Oxfam International's Make Trade Fair campaign. "Starbucks now says it won't block the initiative, but what it hasn't said is how it will actively support Ethiopia's stated efforts to obtain trademarks for its coffees which will bring added benefits to poor farmers."
After initially dismissing Ethiopia's plan to trademark its specialty coffees, Starbucks, which came under international pressure from campaigners, has now said it is ready to recognize Ethiopia's right to pursue this path.
Ethiopian officials have said Ethiopia will continue to pursue the trademarking and licensing initiative and hopes to enter in to partnership with Starbucks and other companies through negotiated licensing agreements. These would recognize Ethiopia's ownership of the coffee names and allow them to get a fairer share of the profits for their producers. Ethiopia has obtained a trademark in the US for its Yirgacheffe coffee.
Oxfam and other partners have supported the trademarking initiative as a way to pass down more of the value of coffee sales to poor producers who typically receive a tiny percentage of final sale price, and struggle to make a living.
On February 15 Starbucks announced initiatives to benefit coffee farmers in Ethiopia including funding for a quality improvement project and increased coffee purchases in East Africa. While the additional purchases and support are beneficial, these initiatives fail to address the fundamental rights issue at hand. What the Ethiopians have asked coffee roasters to do is recognize Ethiopia's right to control and share in the value of the country's specialty coffee names through trademarks.
"As a market leader, Starbucks should take concrete steps that the Ethiopian government has called for, including reaching an agreement that recognizes Ethiopia's legal ownership of its coffee names," continued Petchers.
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