Alo Coffee’s victory at the 2021 Ethiopia Cup of Excellence created new prospects for smallholder coffee farmers in Bensa to thrive.
Having spent six years in the coffee industry, Tamiru Tadesse, a native of Sidama Bensa, recognized a significant gap between the remarkable quality and flavor potential of his hometown's coffees and how the market undervalued them. He also clearly saw how this disparity negatively impacted both smallholder farming families and Ethiopia's broader coffee sector.