Ethiopia is the birthplace of Geisha coffee, a highly sought-after variety, but it has not fully benefited from this lucrative market. While this exceptional coffee thrives in the southwestern highlands, particularly in the Bench Sheko Zone, its production remains scattered and limited. This has hindered Ethiopia's ability to capitalize on the millions of dollars in potential revenue.

Geisha's journey to global fame began in the 1930s when it was taken from Ethiopia for research. It later gained international acclaim in Panama, which is now widely credited by the global coffee market for introducing and popularizing the Geisha brand. This disconnect highlights the complex dynamics of the global coffee trade, where value and recognition can become separated from a product's true origin.

While Panama has successfully branded Geisha, commanding prices of $2,000 to $3,000 per kilogram, Ethiopian farmers receive only a small fraction of that amount, typically between $3 and $6 per kilogram. In 2024, for example, a Panamanian farm set a record by selling 20 kg of Geisha for over $30,000.

To better benefit from its coffee heritage, Ethiopia faces the need to overcome significant challenges in logistics, regulations, and land administration. Developing modern promotional strategies and establishing more direct trade routes are key to securing a greater share of the market. Meanwhile, other countries, such as Colombia and Costa Rica, have recognized the value of Geisha and are now investing heavily in its cultivation, leveraging streamlined infrastructure and global market networks to maximize their profits.