Investing Knowledge and Capital for Economic Sovereignty: The Success Story of Simon Sertsu and “Chito Coffee”
EED May 25/2018 E.C
For Ethiopians, coffee is far more than a beverage; it is culture, history, a social fabric, and the very backbone of the national economy. Within this rich coffee heritage, a homegrown enterprise has been capturing widespread attention. Through modern manufacturing and value addition, Chito Coffee is emerging as a new beacon of hope for the industry.
By leveraging state-of-the-art technology to elevate Ethiopian coffee—renowned globally for its unique flavor and premium quality—the enterprise has unlocked massive potential to usher the nation’s coffee market into a brand-new era.
Answering the Call to Return Home
The enterprise was founded by Mr. Simon Sertsu. After living abroad for many years, Mr. Simon answered his homeland’s call and returned to Ethiopia. He did not return empty-handed; he came back with a grand vision to enter the manufacturing sector and supply high-quality, value-added Ethiopian coffee to the global market.
Moving away from the traditional model of exporting raw green coffee beans, Mr. Simon and Chito Coffee utilize advanced machinery to roast, grind, and package premium coffee for international export. This strategic journey recently hit an exciting new milestone: the company successfully opened its newest international branch in China, one of the world’s largest consumer markets.
From Humble Beginnings to Global Reach
The success Chito Coffee enjoys today was forged through resilience. The journey began four years ago. Utilizing the Franco-Valuta (foreign currency permit) privilege available at the time, Mr. Simon imported modern coffee processing machinery and began operations with just five employees in a cramped, rented space.
Today, Chito Coffee has overcome those early trials and is expanding rapidly. Located in Legetafo, Sheger City (Oromia Region), the company’s strict focus on quality and modernized operations has allowed it to create stable, permanent employment opportunities for more than 40 citizens.
Reflecting on their journey and the hurdles faced along the way, Mr. Simon shared his growth-oriented philosophy:
“Challenges are a sign of growth. We view obstacles as tests, and we focus entirely on how to overcome them.”
Modern Technology and Future Prospects
Chito Coffee currently utilizes state-of-the-art machinery to process its coffee in a way that fully preserves its natural flavor and aroma while meeting stringent international quality standards. This strategic adoption of technology has made its products highly competitive on the global stage.
However, the founder noted that for the enterprise to build upon its current momentum, expand further, and significantly boost the country’s foreign currency earnings, access to adequate production space remains critical. Mr. Simon expressed that if a larger, dedicated manufacturing site is facilitated in the future, they are prepared to work diligently to deliver even greater results by scaling up production and creating significantly more jobs.
The journey of Chito Coffee serves as a powerful blueprint for returning diaspora members and local youth entrepreneurs alike. By blending modern technology with local agricultural excellence, this venture is elevating the status of Ethiopian coffee internationally. Supporting resilient manufacturing enterprises like Chito Coffee is a vital step toward building the nation’s economic sovereignty.
#MadeinEthiopia
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