<Seminar on Strategic Export Promotion>
What’s Champion Product &Why it Promotes Ethiopia’s Export
July 31, 2012
Harrar Grill Hall in Hilton Addis Ababa

What’s “Champion Product”?
“ONLY 1”“Country Image”

UNIQUE and only available
in the country“BEST 1”
SUPERB QUALITY above all
else in the world???

Tells a STORY based on
lifestyle, history and culture ofthe countryProjects a strongly POSITIVEIMAGE about the country

“Operation champion product” is one ofexp. promotion policies to enhance ctry image.

Explore seeds of best/only one products

Creating potential champion product

Sales promotion by diverse channels

Why and Whatabout “Champion Products”
Champion product is a ctry’s exp. star item
mostly born in ethnic surroundings.
Outstand in the globalized trade arena.
• Enter the premium market .
• Ｌｅｔ“ Made in Ethiopia” be different from rivals.
• Ethiopian ethnicity(culture) makes difference.
• Culture is inherited in ordinary people’s life.
• Fusion of Ethiopian culture and foreign market
demand gives birth to champion products.
Identify seeds of champion products in living stuff.

Cases of Best/Only one &Champion Product✧Indigo textiles; El Salvador
has revived indigo powder
production, developed locallydyed textiles since 2000 byJICA/JETRO cooperation.
Became a government official
gift to US President in 2002.

✧Natural Dyed Textiles of Peru & Guatemala
Peruvian Alpaca wool
naturally dyed items arehighly esteemed in market.
Guatemalan natural dyed
textiles see hectic business.
Now its production ispromoted by foundinga training center.

✧ Chilean challenge for kiwi & salmon
Studying Japanese market,
Chile started growing kiwi.
Now it ranks 2nd exporterin volume to Japan. Chile
suppliers 40% of world
cultivated salmon. Thepioneer project dates backto 1969 when JICA
cooperation launched.

✧Egyptian dates & herbs entered Japanesepremium market
Egyptian semi-dried dates,
among abundant Middle Eastrivals, won business for optimum
sweetness as well as organic
farming in oasis zone and firm’s
steady export system.
Egyptian herbs have revived
blending stuff status into “Madein Egypt” label in premium
market by “Operation ExportChampion” project ofJICA/JETRO

Tilet’s shining ; Potential Championin Ethiopian Textiles• Ethiopia’s only one & best one.
• Culture-ingrained item.
• Seek “ traditional modern” niche.
• Value added effect with tilet.
• Revive natural dyeing on a country
wide scale.
Aim at premium hand made casual, with finecotton, linen, silk and wool .

Rich ingredients for potential
champion items of food sector
Honey & related items :Coffee honey, white creamy honey, propolis
Tedj implies development of new liqueur.
Gesho may open unexplored market.
Tef & Ingera : Contains rich iron and calciumwith gluten free, likely to be processed intocereal , pasta etc.
Tella : Explore to make up market product.

Coffee & related items; Natural grown coffee,leaf-tea, ground berry coffee, coffee-candy
Tenadam likely to feature new herb.
Sesame; Organic sesame, sesame sweets & drink,Ensete; Likely to be new carbohydrate for foodindustry if local production permits.
Moringa; Highly nutrient to be processed into
wide range of foodstuff as pasta, retort food etc.
Some medicinal and spice plants will see booming
market due to tight s/d balance.
Worth establishing “natural “ image of Ethiopia by
fully extended organic farming and stockbreeding.

How to show up and sell themMake up Experimental model products
Dispatch the info in/out of Ethiopia through;✧ Website/portal of prv. & public sector✧ Edit and dispatch e-mail newsletters✧ Produce DVD of Ethiopian export industries✧Trade fairs-- which fairs ? How to exhibit
and study market taste.
✧Newly installed airport antenna shop—With
nation-wide excellent items

✧Associated campaign—tourism and industrial
exposure abroad be effectively united undereye-catching naming.
e.g. “ Cool Japan” campaign underway for
trade promotion of fashion, contents, food etc.
✧Identify targeted companies for FDI recruit.
✧Organize business tour for further coverage byinviting foreign journalists.