Genji Challa, Ethiopia

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2023
LATITUDE PRIZE

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Product Information

Candy, Strawberry, Hibiscus

Kefyalew Deressa’s start in Ethiopian coffee seems more like destiny than anything else. While working in concierge at one of Jimma’s most prominent hotels, he found himself in a conversation with a representative of a leading coffee equipment manufacturer. Before the end of it, Kefyalew was offered a job: install eco-pulpers, the machinery required to sustainably remove the fruit from the coffee cherries, across Ethiopia. From there, his technical expertise in the industry has expanded significantly. He’s since established his own washing station and developed an out-grower program where he purchases cherries from over 250 smallholders.

Oak Cliff Coffee

Brand Story

You are told to consume, yet you yearn for more: to create. And while it is not easy, it is simple—to make a choice, to take the first conscious step which initiates many more on the way to a movement and will grow into a subtle resistance, resistance against the undertoe of mass consumerism implicit in the structure of the publicly held corporations which dominate our lives. Consumerism leads to a soulless death, while creativity brings vitality and life, and so your journey begins with a conscious step and crescendos into an existential rebellion against the corporate stench of death. But it’s just a cup of coffee….

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Support the value of your private coffee brand

Our work doesn’t end after the coffee has won awards as we will continue to provide support by helping you improve the results, and maximize the usage of the private label’s coffee. We will assist in the launch of your product, learn how consumers respond to your new coffee, and provide suggestions to help you further develop coffee products.

Excellence, Guarantee, Value - WLCP

Other 2023 winners