Project Origin: Sasa Sestic’s Ethiopian Coffee Initiative

Ever wondered how your morning cup connects back to the farmers who grew the beans—and whether they’re fairly paid? For years, the specialty coffee industry has promised transparency and sustainability, yet many growers in developing nations still struggle below the poverty line despite producing some of the world’s best beans. Enter Project Origin, a sourcing initiative that aims to change that equation.

Launched three years ago by 2015 World Barista Champion Sasa Sestic and his team at ONA Coffee, Project Origin works directly with coffee farmers in eight countries—including Ethiopia—to secure higher prices (20% above Fair Trade rates) and improve production conditions.

What Is Project Origin?

Project Origin is a direct coffee sourcing project founded by Sasa Sestic and ONA Coffee. Its mission is to establish direct relationships with coffee farmers in economically disadvantaged regions. By cutting out unnecessary middlemen, the project ensures farmers receive fairer compensation—specifically, prices that are 20% higher than the Fair Trade standard.

Why Focus on Direct Relationships?

The project was created to strengthen the bond between roasters and farmers. Beyond just paying more, Project Origin actively supports farmers with resources and guidance to grow higher-quality beans. These improved practices not only boost cup quality but also create long-term sustainability for farming communities. The initiative currently partners with producers in Brazil, Panama, India, Ethiopia, El Salvador, Costa Rica, and other nations.

Ethiopian Coffee: The Heart of Specialty Origins

Ethiopia is the birthplace of coffee and home to hundreds of unique Arabica varieties. The country’s high altitudes and ideal climate produce some of the most celebrated coffees in the specialty world. Among its renowned regions are Yirgacheffe and Sidamo—both celebrated for their distinct flavour profiles and exceptional growing conditions.

What Makes Yirgacheffe Special?

Yirgacheffe, once part of the larger Sidamo region, became its own recognised zone due to its outstanding cup quality. This small town sits at around 2,000 metres above sea level, benefiting from cool temperatures, ample rainfall, and fertile soils—conditions that Arabica plants thrive in. Yirgacheffe coffees are famous for their bright acidity, floral notes, and citrus complexity. For example, FrontStreet Coffee’s Yirgacheffe Gedeb offering highlights the region’s signature white flower and juicy citrus character through a medium-light roast, yielding notes of jasmine, lemon, and green tea when brewed as pour-over.

What Defines Sidamo Coffee?

The Sidamo region, encompassing elevations from 1,400 to 2,200 metres, produces highly diverse coffees thanks to its varied microclimates and indigenous coffee varieties. Soils in Sidamo are rich volcanic types, often nourished by organic leaf litter, which contribute to complex fruit flavours and a naturally sweet profile. Washed Sidamo beans typically show a light green colour and oval shape, while naturally processed examples—like FrontStreet’s Huakui—develop intense berry notes. This lot, traditionally sun-dried, expresses itself with notes of strawberry, honey, citrus, and guava when roasted to a medium-light degree.

Frequently Asked Questions

Who founded Project Origin and when?

Project Origin was founded three years ago by Sasa Sestic, the 2015 World Barista Champion, along with his team at ONA Coffee.

How does Project Origin help coffee farmers?

The project partners directly with farmers in eight countries, ensuring they receive prices 20% higher than Fair Trade rates and providing support to improve farming practices and production quality.

Which countries does Project Origin work with?

Project Origin currently collaborates with coffee growers in Brazil, Panama, India, Ethiopia, El Salvador, Costa Rica, and others.

What makes Ethiopian coffee unique?

Ethiopia is the origin of Arabica coffee, with regions like Yirgacheffe and Sidamo producing distinct flavour profiles due to high altitudes, volcanic soils, and diverse microclimates.

Why is Yirgacheffe so well-known in specialty coffee?

Yirgacheffe is celebrated for its bright acidity, floral aromas, and citrus notes, often showcasing jasmine, lemon, and green tea characteristics in well-brewed pour-overs.

What are the flavour characteristics of Sidamo coffee?

Sidamo coffees vary widely but often exhibit fruity, sweet, and sometimes berry-forward profiles, especially in naturally processed lots like the FrontStreet Huakui.

Recommended FrontStreet Beans for Ethiopian Coffee Lovers

For those exploring Ethiopia’s specialty coffee regions, FrontStreet Coffee offers two standout options: Yirgacheffe Gedeb and Ethiopia Huakui. The Yirgacheffe Gedeb is lightly roasted to highlight its crisp citrus, jasmine, and green tea notes, perfect for pour-over brewing. Meanwhile, Ethiopia Huakui is a naturally processed Sidamo lot with bold berry, honey, citrus, and guava tones, versatile across brewing methods. Both beans showcase Ethiopia’s renowned flavour diversity. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.