Does Starbucks' Yega Chefe Coffee taste good? Yega Chefe Coffee beans taste good

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Starbucks Starbucks: Ethiopian Sun Yega Chevy Coffee is naturally dried and its bright red berries are laid out on an elevated drying bed in the sun for natural drying. During this period, the berries must be continuously turned to ensure that they are evenly and completely air-dried. After drying, the peel is removed, and the Ethiopian sun-dried Yerjabee coffee beans are rich in strawberry and red cherry aromas. The Sun-Dried Ethiopia Yirgacheffe coffee is processed naturally-the hand-picked bright red cherries are set out on raised drying beds, where the cherries sit under the sun, consta

Is Starbuck Ye Chuefei delicious?

Starbucks'"hand-made coffee" Yega Sheritu is really delicious in the sun! In fact, it will be better than the Yega I drank in some small shops outside. It won't be very sour. It's really sour and the aftertaste is good. Sure enough, the baking workshop technology is very 6, but the price 88 really hurts my heart.

Yega Xuefei Yirgacheffe

Yega Xuefei, which comes from Ethiopia, Africa, is the largest producer of Arabica in Africa, and it is also the birthplace of coffee trees in the world. Its unique geographical environment and microclimate create sour coffee with rich and varied flavors, which is the main reason why eosinophiles can not put it down. It is also the basic style that must be tasted in African producing areas.

Yega Xuefei is synonymous with Ethiopian boutique coffee, it is supposed to be the by-product area of Sidamo, the flavor is bright sour and sour with jasmine, lemon or lime and berry aroma, a drink with rich fruits and flowers in the mouth, so it is often highly rated in international boutique coffee. It is common for Coffee Review to give a high rating of more than 90 points, and has fought an international lawsuit with Starbucks in the past. Because Starbucks used Yejashafi as its trade name, the final result was a settlement with Starbucks and a royalty payment to Ethiopia, which became the country's best-known producing area.

Ethiopia defeats the Hulk-- the Secret History of Starbucks and Yega Xuefei

Ethiopia strongly mediated Brazil, the world's largest coffee producer, to share the research results of natural low-caffeine coffee trees, and then for the rights and interests of coffee farmers, fought against Starbucks, the world's largest coffee chain brand, accused the green mermaid of stealing the three coffee names of Yega, Sidamo and Hara, and demanded that Starbucks must cancel the trademark registration of the three place names because they belong to the country of clothing. It can only be used with the consent and authorization of the country concerned.

The dispute between the two sides broke out in March 2005 of ○○, and became the focus of international media hype.

What is of interest to the media is that Ethiopia is the birthplace of Arabica. The export volume of coffee in the six years of the second ○○ reached 170000 metric tons, earning a foreign exchange of 431 million US dollars, accounting for 35 percent of the country's exports. Of the country's population of 70 million, 15 million live on coffee. During the six years of ○○, the gross national product of the country was only US $9.78 billion, and the income of its citizens was less than US $900, making it one of the poorest countries in the world.

In contrast, rival Starbucks, a coffee chain giant, has 12440 stores worldwide in the past six years, and its powerful team of lawyers is best at suing its peers for counterfeiting green mermaid trademarks, with a total turnover of US $7.78 billion, or almost 80% of Ethiopia's gross national product. In the past six years, Starbucks imported 150000 metric tons of coffee beans from various producing countries in the world, accounting for about 50% of Ethiopia's coffee production of 300000 metric tons in the same year, but Ethiopian coffee accounted for only 2% of Starbucks coffee imports in two ○○ six years (Starbucks mainly focuses on Central and South American beans, which is in line with the historical track of American coffee preference). In the past, I only heard of Starbucks plaintiffs, but now poor Ethiopia treats him in its own way, and does not hesitate to initiate lawsuits to fight an uphill battle with Starbucks, which is a rich country.

Ethiopia plays the grief card, and the global media and humanitarian organizations almost lean to the weak. The clothing country uses Starbucks' popular "partner Sun Sidamo" (Shirkina Sun-Dried Sidamo) as an example to tell the bitterness of coffee farmers:

In the village of Fero in Sidamo, southern Ethiopia, in order to produce a pound of sun beans, farmers have to pick six pounds of coffee to be exposed outdoors for 15 days and turn it up and down every few minutes to make sure it is heated and dry evenly, which is quite hard. But farmers are paid only $1.45 per pound of sun-dried beans, deducting the cost of generator fuel, bank loans, wages and the freight of coffee beans down the mountain, earning less than $1 in their pockets. However, Starbucks stores sell "partner Sun Sidamo" at a high price of $26 per pound....

Oxfam, a well-known international charity, visited the village of Ferro in Sidamo, a coffee region in Ethiopia, and found that farmers were dressed in rags and had no shoes to wear, lived in shacks of mud and thatch to protect themselves from the wind and rain, and made a living on their own fruits and vegetables for three meals. The voice of the farmers is: "We are angry at being exploited, but to whom should we cry?" Oxfam also allocated an abacus for villagers: in the six years of ○○, 2432 coffee farmers in Feluo produced a total of 300000 pounds of sun beans, with an average payment of US $123 per person, but each person had to hand over US $20 to coffee cooperatives and trade unions to cover road public construction and administrative costs. Starbucks was kind enough to donate US $15000 to reward villagers for producing high-quality coffee, giving each farmer an extra US $6.20, but it was still not enough to make ends meet. Oxfam points out that 45% of the end price of boutique coffee in central and south America goes into the pockets of coffee farmers, but Ethiopian farmers get only 5%, 10%, which is obviously on the low side.

Getachew Mengistie, director of Ethiopia's Bureau of intellectual property, bluntly pointed out that farmers sell raw beans for $1.45 a pound, while Starbucks sells for $26 a pound in the United States, 18 times the price difference between the two places. The reason is that Ethiopia does not know how to use intellectual property rights to create value for farmers. as long as it has the name of Ethiopian boutique beans, it can be marketed in the United States at three times the price of ordinary commercial beans. You know, investing in baking, packaging and marketing equipment through downstream channels in the United States alone cannot create such a huge added value, because most of the value comes from the coffee producing area (if Starbucks is not branded as "Sidamo," I'm sure it won't sell at such a high price. He stressed: "Ethiopia is the birthplace of coffee. Of course, the famous producing areas have huge marketing value, but they are ignored by farmers. As a result, excess profits are eventually earned by countries that know how to use the prestige of the place of origin to create value."

Ethiopia finally woke up and decided to learn from the skills of western developed countries in mastering brands and creating value for the benefit of hard-working farmers, so in March 2000, ○○ applied to the United States Patent and Trademark Administration for the trademark rights of three well-known places of origin: Sidamo, Yega Xuefei and Hara. In the future, when American operators sell high-quality coffee in these three places, they must be authorized by Ethiopia before they can put up the name of origin, so that hard-working farmers can get a more reasonable reward.

Oxfam estimates that once Ethiopia acquires the trademark rights of these three places of origin, it will increase Ethiopia's revenue by US $88 million a year. However, Starbucks challenged the US Trademark Office because Starbucks first applied for Sidamo as a trademark as early as two ○○ four years ago, and although the case is still under review, the first applicant has the upper hand. Ethiopia's ambassador to the United States negotiated with Starbucks and got a response: "Please talk to our lawyer directly." However, in the sixth year of ○○, the United States Trademark Office approved Ethiopia to own the trademark of "Yegashafi", while the names of Sidamo and Hara are still under consideration. Starbucks hired a large team of lawyers to step up defense firepower in an attempt to prevent Ethiopia from taking control of trademarks in two other producing areas. In November 2006, Dub Hay, the newly appointed senior deputy general manager of Starbucks, even published a film on "You Tube", openly calling out to Ethiopia, criticizing the trademark application of place names as illegal, and suggesting that the authorities of the country should switch to the origin certification system, such as the Blue Mountains of Jamaica and Kona Coffee of Hawaii, which would also provide protection to consumers. The film attracted tens of thousands of views in a month, but angered the US media and humanitarian groups, saying that Starbucks was ugly. Roberta Hutton, a lawyer representing Ethiopia, said: "Duhei is talking nonsense. Ethiopia's move is aimed at protecting valuable goods and consolidating due intellectual property rights." Ethiopia is just adopting Starbucks' trademark protection strategy. Why do others have to make it difficult for others to do so? "

"the certification system proposed by Starbucks is not feasible because poor and illiterate coffee farmers do not have the power to carry out additional document certification, and doing so will only increase unnecessary fees, and the price will not increase as a result," said Manjisti, director of the Bureau of intellectual property in the country. It is not helpful to farmers' income. The purpose of our application for trademark rights is to enable farmers to have a better income so that they can sleep on mattresses instead of on the ground, have at least one meal to eat every day, and have the ability to send their children to school. Do you have to suppress even this humble request? " On the one hand, the US media counted down Starbucks, and even criticized Starbucks as "a modern version of colonial hegemony, seizing the high-quality coffee handed down by Ethiopia for thousands of years."... " Although the language went a little too far, under the strong pressure of public opinion, du Hei finally publicly apologized and retracted the statement that "Ethiopia's trademark application is illegal."

In June of the second ○○, when the trademark case, which had been in dispute for two years, came to an end, Starbucks recognized that the country owned the trademarks of Sidamo, Yegashefi and Hara, and agreed to license the use of the trademarks of origin by Ethiopia, and agreed to assist Ethiopia in the marketing of coffee from these three areas. In November, President Xiao Zi personally visited the provincial capital of the country and donated money to both sides.

To be fair, Starbucks imports about 12-180000 metric tons of coffee a year, which pales in comparison to Baoqiao, Nestl é, Sara Lee (acquired brands including Douwe Egberts, Chock Full Orange 39; Nuts, Hills Bros, MJB, and coffee supplier to Dunkin Donuts) and Kraft Foods (Kraft, the main brand is Maxwell). Baoqiao, Nestl é, Sarah Li and Kraft Foods are known as the four biggest coffee roasters in the world. The annual turnover of the coffee roasting department is more than 1 billion US dollars, and the total annual coffee purchase accounts for half of the world's total production. Starbucks treats coffee farmers at least much more kindly than the four super bakeries that "yell that water will freeze". However, it is burdened by fame and is often the target of public criticism, and it is easy to get ruined if it is not careful. Interestingly, some operators in this case have made a profit as a result. Green Mountain Coffee Roasters, a well-known coffee company on the east coast of the United States, is most considerate of the unfair treatment suffered by coffee farmers. in the past six years, ○○ took advantage of Ethiopia's quarrel with Starbucks to sign an origin license contract with Ethiopia, effortlessly winning a corporate image war.

As of November 2007, Ethiopia had applied to 36 countries around the world for the trademark rights of "Yirgacheffe", "Sidamo" and "Harar" of Yegashifi, Sidamo, and Hara, which had been recognized by 28 countries, and had signed trademark licensing contracts with 24 coffee companies in the United States, Europe, and Japan. It is expected that 25 large coffee companies will sign contracts before May of the second ○○. This will give Ethiopian coffee farmers and trade unions more power to set prices, no longer controlled by others, and greater protection for farmers' profits. It is worth watching whether the Blue Mountains of Jamaica, Mantenin of Indonesia and Kona of Hawaii will follow.

Although the country of clothing has won a beautiful victory, the agricultural authorities have also called on Ethiopian coffee farmers not to forget to improve their quality while celebrating their achievements, and to adopt higher standards in sun drying, washing and grading in the future, so as to make consumers feel that they are worth more than their money. Otherwise, it will be difficult to compete with fine beans from other countries even if they have trademark rights.

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