How Starbucks Tried to Trademark Ethiopian Coffee

Ethiopia, widely regarded as the birthplace of coffee, has long been known for its rich varieties and deep cultural ties to the bean. Coffee is central to its economy, providing livelihoods for roughly 15 million Ethiopians. But despite this heritage, the farmers who grew the beans often received only a fraction of the profits generated by Western coffee chains. At the same time, those very chains were earning billions from the cachet of Ethiopian coffee names, which signified authenticity and quality to consumers.

The Ethiopian Coffee Trademarking and Licensing Initiative, launched by the Ethiopian Intellectual Property Office (EIPO) and a coalition of cooperatives and exporters, aimed to trademark the names Harrar, Sidamo, and Yirgacheffe in key markets like the United States, Europe, Japan, and Canada. These names, tied to Ethiopia’s unique coffee regions, had long been used generically by global traders, stripping producers of brand control. The strategy, inspired by New Zealand lawyer Ron Layton, sought to secure trademarks to license the names to roasters, boosting farmer incomes by capturing a sliver of the retail premium. Unlike rigid geographical indications, trademarks offered flexibility, allowing production across Ethiopia while building brand value. By 2009, nearly 100 licensing agreements with global importers had doubled Yirgacheffe farmers’ earnings to $6-$8 per kilogram, with projections of $88 million in annual economic gains.