Brewing Change: Addressing Challenges and Shaping the Future of the Coffee Industry

Dear LinkedIn community,

I hope this post finds you well. Following the engagement and insightful discussions sparked by my previous article, I feel compelled to delve deeper into the challenges that persist within the coffee industry and propose tangible solutions. As a proud barista and advocate for the craft, it is imperative that we collectively address these issues to foster a thriving and sustainable future for our community.

Lack of Resources: A Call to Action for Stakeholders

One of the major hurdles faced by baristas and coffee professionals is the scarcity of resources for learning and skill elevation. To overcome this challenge, I firmly believe that the onus lies on major stakeholders, including government bodies and investors, to invest in essential resources. Proper equipment, dedicated training facilities, quality coffee, and professional trainers are crucial elements for the growth of our community. It is not merely a call for investment; it's an assurance that supporting local businesses in the coffee sector yields significant returns. The reason for that is there is a major shift happening in coffee consumption as evolving preferences of consumers, that people are seeking for good coffee with better service and hospitality, and also the youth which accounts for 42% is a heavy consumer of coffee so investment on this sector is advisable. But I also want to offer my personal gratitude towards people and firms who assisted me to excel in my coffee endeavors as their efforts needs to be spotlighted. Kenean Assefa Dukamo Buncho Coffee Wilden Dean Pretorius Abreham A. Messele Sara Yirga , thank you for your unwavering dedication and passion you put into the industry, and to elevate others in the sector.

Building Opportunities from Within

The second challenge, a lack of opportunities within the sector, can be mitigated by the barista community itself. We need to transcend traditional boundaries by building a robust community that goes beyond the art of brewing. Elevating our knowledge, understanding the entire coffee supply chain, embracing coffee culture globally, and strengthening our digital presence are key steps. Even from my last article it pains me to see that from over 10000 impressions and engagements, only 6% of it was directly related to people in coffee, despite me writing the article specifically to baristas.

Redefining the Perception of Baristas

Lastly, addressing the local perception that views baristas as mere labor workers is crucial. Coffee is not just a beverage; it's a global industry worth $500 billion, with 30-35% of Ethiopia's export earnings coming from coffee. Over 16 million Ethiopians directly rely on it for their livelihoods. We, as a coffee-producing country, must recognize the significant roles of producers, roasters, and brewers in this vast industry. It's time to acknowledge the economic and cultural importance of coffee and reshape the narrative around the role of baristas.

Embracing Change: A Personal Commitment

While presenting these challenges, I am not one to merely speak about what's missing. In my role as the national barista champion of 2023, I have taken the initiative to be part of the solution. I have started consulting with roasters, coffee shops, and new investors, offering insights into both business and technical aspects of the coffee industry. It is not just a professional endeavor but a responsibility to contribute to the positive transformation of our beloved craft.

In conclusion, let us collectively embrace the coffee consumption industry, recognizing its financial and social value. By addressing these challenges head-on, we can shape a future where the art of coffee brewing is not just a craft but a thriving and respected profession.

I look forward to continued discussions and collaboration within our vibrant coffee community.