
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
EXPORT STRATEGY
By our African Marketing Confederation News Team | 2026
Country aims to grow its position in the global coffee market through interventions such as better research to improve productivity and quality.
Ethiopia has launched a national coffee strategy aimed at more than doubling coffee production and increasing annual export earnings to US$6–billion by 2031.
Ethiopian coffee being served in Zanzibar. Photo: Pequod76/Wikimedia Commons
Unveiled by Agriculture Minister Ato Addisu Arega and Ethiopian Coffee and Tea Authority Director General Dr Adugna Debela, the strategy seeks to improve productivity across the country’s coffee sector through a range of interventions across the value chain.
It intends increasing average coffee yields from 900kg per hectare to 2,100kg per hectare within the next five years, narrowing the gap between Ethiopia and leading coffee-producing countries such as Brazil and Vietnam, where yields range between 2,500kg and 2,700kg per hectare.productivity
Ethiopia’s strategy incorporates nine strategic interventions. These include the expansion of improved coffee varieties, increased planting density, enhanced agronomic practices, better post-harvest processing systems and strengthened agricultural research to improve productivity and quality.
Make history in the coffee sector
“The plan aims to make history in the coffee sector by properly executing this package within the next two to three years,” Dr Debela said at the launch event. He added that operational preparations have been completed to support implementation and strengthen farmer livelihoods, while expanding Ethiopia’s position in the global coffee market.
Comments the publication Ethiopia Today: “The macroeconomic stakes are high. [Minister Arega] noted that while the country generated $3-billion in revenue from coffee exports during the recent [Ethiopian budget] year, this new national productivity movement will effectively double that baseline.”
Ethiopia is a major producer of Arabica coffee and, according to the website Science Direct, is the genetic birthplace of the coffee species, which accounts for about 60-70% of global coffee production. Other major producers of Arabica include Brazil and Colombia.
Ethiopia’s coffee crop supports more than six million smallholder farmers and is a cornerstone of the country’s agricultural economy and export sector.
Business Insider Africa says the Ethiopian government has contributed to the growth of the sector by focusing on local processing, quality control, traceability, and certification to meet global demand for premium coffee.
Uganda also aiming to boost coffee exports
Recently, Uganda unveiled its first national coffee brand in an effort to enhance its position in its most significant export market, the European Union.
The brand is named ‘Uganda Coffee: It’s in Our Nature’ was launched during World of Coffee Brussels, an industry trade event held in the Belgian capital in late June.

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.