Chaired byH.E. Mr. Tadesse HaileChampion product approach repeatedlyapplauded; Seminar was heated up
The audience became proudly confident inshaping up their products with Ethiopianethnicity
The audience could distinctly figure out what
had been vaguely perceived on what toproduce and how to sell
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Presentations on Champion ProductApproach by Mr. Yuzawa and Team Ethiopia
 It is an Approach to enhance ctry
image by entering premiummarket.
 Feature unique, excellent inquality, apt to market demand,rich in background episode.
 Uniqueness derives from
Ethiopian culture which has been
inherited at home, communityand society. Look around at
settings of ordinary life exploring
Presenter: Saburo Yuzawa only/best one products.
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Some cases of only/best one product& champion product
Egyptian dates and herbs
Chilean kiwi and salmon
Peruvian naturally dyed alpaca
wool product
Guatemalan naturally dyed textiles
Salvadoran indigo dyed textiles→What comes from Ethiopia…?!
Tilet outshines; needs
redesigned to contemporary
fashion fade.g. T shirts .
89Potential foodstuff;
Coffee family items; naturally grown coffee,Coffee leave tea, ground coffee berry drink,Honey family items; coffee honey, creamy
honey, Propolis, Tedge=honey wine/meadwith Gesho’s unique function.
Tef, Ingera, Ensete, Endod, Moringa
Prices of medicinal plants soaring; worth
planning new farming for increased incomefor farmers.
10How to show up and sell themWebsite/portal site building
Dispatch e-mail newsletter
Produce DVD of Ethiopian export industry
Make the most of trade fair participation
Install an antenna shop at the airport
United promotion of tourism & industry
FDI as raising awareness of Ethiopia
Organize business tour inviting foreign journalists
11Lessons learned on Potential“Champion Products”
Ctry image matters for export performance.
How is Ethiopia’s Image portrayed .....?
That of drought & starvation to green anddiligent industrial one……....?
Ethiopian team working with JICA group
identified potential champion products by
touring manufacturing spots of textile,food stuff & leather sectors.

Presenter:
Team Ethiopia
Mr. Fekadu (JICA)
Mr. Tadesse (LIDI)
Mr. Daniel (AACCSA)
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Lessons learned as company qualifications toproduce champion products as follows;Produce demand oriented products
Produce organic productsEnsure traceability of their products
Introduce Ethiopian unique way of doing
Indicate Ethiopia as the source of theresource/productGrant sustainability of product supplyConclusion to adopt champion product as criticalrole to;Enhance Ethiopia’s image
Help products to enter premium market
Help narrow its trade deficit

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Questions and Comments from the Floor Using Gesho needs careful handing,even institutional intervention
 Coffee variety needs correspondingmarketing, highlighting specialtycoffee
 The share of champion products may
be smaller; it doesn’t matter?
 Question remains about how to enter
the market
14Which industry is supposedly apt tohave champion products?
Developing Champion products may
be costly. How to finance it?
The government intervention is amust to let the program go on
Company policy differs: some wantbusiness in price – leading market
while others seek to enter into thepremium market
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Comments of panelists
Long term finance needed to keep quality higher
Hard to get competent human resources forinternational trade
 Fundamental service to beprovided on trade related
database like world dealers
directory
 How to differentiate own
products from rival
products is crucial challenge16Supplier’s effort to keep quality matters alongwith responding to market demand .
Ethiopian Chamber of Commerce is ready to
perform Champion Product Drive among
members expecting JICA’s supportive
intervention.
Most of producers of Champion products will
be SMEs which require special financial aid.
Champion Products call for entrepreneur’sinnovative engagement inclusive design.
17Challenge left to stride forward
Who or which entity takes the lead ?
What kind of Ethiopia’s image is to be
portrayed ?
How private-public collaboration is to beforged ?
→What will be JICA’s role?
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