OUR VISION

By providing quality services that exceeds the expectations of our esteemed customers,
To increase foreign currency input in the country and alleviate the current shortage
through exporting quality coffee and to become a market leader in producing and
serving quality coffee and related products to the world.

OUR MISSION

We are committed to providing the finest high-quality coffee beans to our customers.
Specialty and Commercial coffee farming, sourcing, grading, trading and exporting the
finest coffees of both washed & natural green beans from the birthplace of Arabica
coffee to the global coffee buyers and roasters.

OUR VALUE

Servicing Customer with Consistency; We value our relationships with current and future
customers and hope to communicate our appreciation to them through our
outstanding, guaranteed coffee quality, personal service and efficient delivery. We are
currently supplying our specialty organic coffees to our partners.

The Business

The green coffee and roasting business will be registered as Retina and will be located
in Addis Ababa. The business will be managed by Mr. Deme and Kokeb Abdurhman who
is a professional and licensed as cupper.

Management Team

Mr. Deme and Mrs. Mesert, Owner and Proprietor of Retina Ethiopian Coffee. Prior
to starting coffee Exporting business, Kokeb worked as Import Export Manager in
private company.
Customer Focus

In order for the coffee Export business to succeed, Kokeb has carefully studied the
market and relied on her vast industry experience to come up with an appropriate
approach that First Crack Ethiopian Coffee will use to reach out to the target market.

Business Target

Before starting her own coffee roasting business, Rodriguez did an extensive market
research coupled with her intricate knowledge of the business to identify the right
business target. The key is to find creative marketing approaches to effectively reach out
to the customer target

Aim of Starting the Business

The coffee culture is constantly evolving for this reason, the demand for Raw and roasted coffee has
increased significantly. Not only is coffee taken as a daily beverage, specialty coffees have now become
the norm. Discerning coffee lovers are keen on quality coffee which lays a huge emphasis on how people
drink and perceive coffee. To be part of this new exciting culture change, Kokeb thought of starting a
coffee bean business that adopts a unique and transformational approach of coffee roasting.