#Ethiopian entrepreneur brings #Teff products to global marketYonas Alemu, founder of Lovegrass Ethiopia, has successfully introduced teff-based products to international markets, including pasta in #Italy. The former investment banker left his career in London to establish a health food company in his native Ethiopia.
"I've been planning it and I've been wanting to do this for pretty much decades," Yonas said of his decision to return to Ethiopia. Despite initial skepticism from friends, he persevered, setting up a factory on the outskirts of #Addis_Abeba.
Lovegrass Ethiopia faced several challenges, including political unrest and the COVID-19 pandemic, which delayed production. However, the company has since secured deals with major retailers like Ocado, Selfridges, and Whole Foods. "The day we first exported pasta to Italy was probably one of my happiest," Yonas reflected.
The company now focuses on both international and domestic markets, with sales split almost evenly. Yonas notes the unique challenges of the Ethiopian market, stating, "You have to be very, very innovative with logistics and distribution."
https://www.howwemadeitinafrica.com/the-businessman-who-exported-ethiopian-teff-pasta-to-italy/174566/