For over 35 years, Tracon Coffee Export has been at the forefront of Ethiopia’s coffee industry, championing the country’s rich heritage while innovating to meet the evolving demands of the global market. As a third-generation coffee trading business, Tracon Coffee has not only set export records but has also remained deeply committed to sustainability, quality, and fair trade practices. In this exclusive interview, Iman Elias Oumer, Third Generation Coffee Trader and Marketing Manager at Tracon Coffee, shares insights into the company’s journey, its role in showcasing Ethiopian coffee on the world stage, and its vision for the future.
Tracon Coffee Export has been in the green bean trading business for over 35 years, achieving several local export records. As a third-generation coffee trading business, my brother and I continue the family legacy of promoting Ethiopia’s exceptional coffee culture.
Based in Ethiopia—the birthplace of coffee—our mission has always been to deliver the finest Ethiopian beans to the global market. We work closely with local farmers, ensuring they receive fair compensation and support, while maintaining the highest quality standards. Over the years, we have built strong partnerships with coffee trading houses and roasteries of various sizes worldwide. Our role goes beyond exporting coffee; we take pride in preserving and promoting Ethiopia’s rich coffee heritage.
Tracon Trading P.L.C was founded more than three decades ago by Omer Ali Shifaw and Leila Mohammed Hussen. Since then, the company has experienced rapid growth and expanded its operations into coffee trading, farming, real estate, construction, import and merchandising, aluminum assembly, and food manufacturing.
Ethiopia is known as the birthplace of coffee. How does Tracon Coffee uphold and showcase Ethiopia’s rich coffee heritage?
Ethiopia’s coffee culture is an integral part of our identity, and we are committed to maintaining this legacy. At Tracon Coffee Export, we source beans from over 30 washing stations that we own and operate, as well as from vertically integrated partners we finance. These washing stations are located in well-known coffee-growing regions such as Sidamo, Yirgacheffe, and Guji.
To ensure the highest quality, we invest in our own washing stations and employ modern processing methods that highlight the distinct flavors of Ethiopian coffee. Our commitment to quality allows us to showcase the diverse and rich profiles that have made Ethiopian coffee famous worldwide.
What are the key values and mission of Tracon Coffee in the global coffee industry?
Our mission at Tracon Coffee is to connect the world to the finest Ethiopian coffee while emphasizing sustainability, quality, and community. Our core values include:
- Commitment to Quality: We prioritize offering premium beans that reflect Ethiopia’s coffee heritage.
- Sustainability: We integrate environmentally and socially responsible practices at every level.
- Innovation: We continuously seek improvements in processing techniques and quality control.
- Integrity: We believe in transparency and fostering long-term relationships with farmers and clients.
How do you ensure quality and sustainability in your sourcing and processing methods?
We have a specialized Farmers Direct Traceability (FDT) program where we collect red cherries directly from farmers and process them individually. Each batch is traceable from the farm to the buyer via unique codes. These micro-lots often score above 87, highlighting their superior quality.
Additionally, our sensory analysis department, equipped with certified cuppers and the latest roasting technology, rigorously evaluates every batch to ensure quality consistency. Our processing methods combine traditional Ethiopian techniques with innovative approaches, enabling us to preserve the unique characteristics of Ethiopian coffee while maintaining sustainability.
What did Tracon Coffee present at World of Coffee Dubai 2025?
At World of Coffee Dubai 2025, we showcased a range of premium Ethiopian coffees, including selections from renowned regions such as Yirgacheffe and Sidamo. Additionally, we introduced experimental lots processed using innovative methods, which highlighted unique and complex flavor profiles. Visitors particularly appreciated the intricate aromas, diverse taste notes, and high quality of our offerings.
How was the response from visitors and coffee professionals?
The response was overwhelmingly positive! We had meaningful conversations with coffee professionals, buyers, and producers from Colombia to Vietnam who appreciated our coffee’s quality and rich history. Our experimental lots, in particular, generated excitement due to their distinctive flavors. The feedback we received at the event will help us refine our offerings and continue innovating.
What are your expectations from participating in this event?
Our main goal was to establish new partnerships and expand into new markets. World of Coffee Dubai provided the perfect platform to connect with buyers who value high-quality, sustainable coffee. We also engaged with industry professionals who share our vision for promoting Ethiopian coffee on the global stage.
What are your expectations from participating in this event?
Our main goal is to establish new partnerships and expand into new markets. World of Coffee Dubai provides the perfect platform to connect with buyers who value high-quality, sustainable coffee. We also look forward to engaging with industry professionals who share our vision for promoting Ethiopian coffee on the global stage.
How does Tracon Coffee contribute to promoting Ethiopian coffee internationally?
We position Ethiopian coffee as a premium product in the specialty coffee market by emphasizing quality, sustainability, and traceability. By showcasing Ethiopia’s diverse coffee regions and their unique flavor profiles, we help raise awareness and demand for Ethiopian coffee globally.
What makes your experimental lots unique?
Our experimental lots feature innovative processing methods such as anaerobic fermentation, resulting in complex flavor profiles with fruity, floral, and spicy notes. These coffees push the boundaries of what Ethiopian coffee can offer while preserving its traditional essence.
What challenges do Ethiopian coffee exporters face today, and how do you overcome them?
Ethiopian coffee exporters encounter challenges such as fluctuating market prices, climate change, and logistical hurdles. We address these issues by maintaining strong relationships with farmers, offering fair prices, and implementing sustainable farming practices that help mitigate environmental impacts.
What is the future of Ethiopian coffee in the international market?
The future is promising. As demand for specialty coffee continues to grow, Ethiopian coffee’s unique heritage and flavor diversity will ensure its position as a leader in the industry. By prioritizing quality, sustainability, and innovation, Ethiopia will remain at the forefront of global coffee trends.
What sustainability initiatives does Tracon Coffee implement?
We are committed to ethical sourcing and environmental responsibility. Many of our wet and dry mills are Rainforest Alliance (RA) and Organic Certified, and we are working to obtain more certifications. These certifications ensure that our coffee farms follow sustainable practices that protect the environment and support fair labor conditions.
What can we expect from Tracon Coffee in the coming years?
We plan to continue experimenting with innovative coffee processing methods and expanding our sustainability initiatives. Our focus is on enhancing traceability technology to provide greater transparency in the supply chain. We are also committed to empowering farmers through training and improved working conditions.
Any final message for coffee lovers and industry professionals?
We invite coffee lovers and professionals to explore the unique flavors of Ethiopia through Tracon Coffee Export. Our commitment to quality and sustainability ensures that every cup tells a story of tradition, dedication, and excellence. When you choose Ethiopian coffee, you support a rich heritage and a community of passionate farmers.