At a press conference held on Thursday, Peter Vrooman, deputy mission director of the USAID, said that Ethiopia is to be featured as a portrait country for the specialty conference where some 10 thousand global industry players are expected to take part. Vrooman was joined by local officials and coffee business representatives. Assefa Mulugeta, director general of export promotion directorate at the Ministry of Trade, noted that the conference means more networking and marketing opportunities. Abdullah Bagerish, chairman of the African Fine Coffee Association, also was positive about taking part in the upcoming conference. He said Ethiopian coffee needs to be well-staged at the global level. According to Abdullah, who together with his family runs a well-established coffee business, marketing and promotion, cultural values attached to the coffee are the areas where Ethiopia needs to capitalize on.
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The famous Lloyd's of London originally began as Edward Lloyd's coffeehouse.