In brief
Ethiopian coffee firm AWO Coffee is set to attend its second China International Import Expo in Shanghai, following a successful debut last year. With shipments doubled in recent years, the company aims to strengthen its brand and secure joint venture opportunities in the rapidly expanding Chinese coffee market.
On Oct. 30, AWO Coffee announced that it will return to the 9th China International Import Expo (CIIE) in Shanghai, scheduled Nov. 5‑10, after a successful first appearance last year.
The CIIE, the world’s first national‑level import expo, will host 162 countries and regions with an exhibition area exceeding 440,000 square meters, organizers said.
“Our participation at the CIIE last year was a successful experience for us. We achieved notable outcomes that exceeded our expectations,”
General Manager Tesfaye Gebru told Xinhua about the firm’s positive results from last year’s debut.
“We decided to attend this year's expo for the second time because our experience last year was very successful. This year, we aim to further promote our brand and expand our market opportunities in China,”
Marketing Manager Kaleab Fekad explained how the expo serves as a platform to connect Ethiopian coffee producers with potential buyers and partners in China and beyond.
Over recent years AWO Coffee has doubled its China shipments and is planning a joint venture to deepen market penetration.
Analysts note that China’s youth coffee culture is growing rapidly, offering significant opportunities for Ethiopian coffee producers.
