Garden of Coffee Sprouting Up in China


Editorial Policy

Published on

Last updated on

[O]ne startup Ethiopian coffee company is looking to open 100 cafés in China over the next three years.

Founded in 2016 by Bethlehem Tilahun Alemu, the founder of successful shoe brand soleRebels, Garden of Coffee has already shipped thousands of pounds of hand-roasted coffee all over the world. There’s small-batch roasting, and then there’s Garden of Coffee. Roasters at Garden of Coffee roast each batch of coffee to order for individual customers using traditional Ethiopian clay roasters. The company’s roasting facility and two café locations are both located in Addis Ababa, Ethiopia.

Garden of Coffee

Now, the company has announced a major expansion strategy into China. Quartz Africa recently published a story detailing Garden of Coffee’s partnership with Suzhou Reyto trading company, where Garden of Coffee says it will ship 12 tons of hand-roasted coffee to China in the first year of the deal, launch a major marketing campaign through the social media app WeChat, will place its product on the shopping site Taobao, and implement a subscription coffee service, as well as outlined its plan to open 100 café roasteries across the country by 2022.

Alemu says that her company is a part of the fourth wave of coffee, taking control of the means of production and adding value to coffee through preserving culture and promoting prosperity.

Share This Article

Fresh Cup Staff

Join 7,000+ coffee pros and get top stories, deals, and other industry goodies in your inbox each week.

Other Articles You May Like

The Cup In Hand: How Shape and Design Affect Coffee Drinking

The shape, weight, and feel of a cup can have a significant impact on the way you experience the flavor of coffee.
by Mikey Rinaldo | March 22, 2023

The Challenges of Coffee Certifications Go Beyond The Retail Shelf

Coffee certifications can be a valuable tool for farmers and roasters—but can be cost-prohibitive and difficult to navigate. We explore the benefits and challenges of certification programs before a coffee ever reaches the shelf.
by Anne Mercer | February 24, 2023

Let’s Talk About Coffee Certifications

B-corp, organic, fair trade: what do all the certifications gracing the shelves of coffee shops and grocery stores mean? We take a closer look.
by Anne Mercer | February 3, 2023

Sweet Companions: Creating The Perfect Coffee and Cheese Pairing

Its high fat content and overall creaminess makes cheese ideal for balancing coffee’s acidity.
by Madeleine Coghlan | January 24, 2023