The International Trade Center published an important report on the journey of Ethiopian entrepreneur Ansha Yassin, who, as it was said, is leading a quiet revolution in the Ethiopian coffee industry. Given the importance of Ansha Yassin’s experience and journey, we at Qahwa World are republishing it because of the aspects it contains that may inspire and motivate other women, not only in Ethiopia but also in the world. Elevating Ethiopian coffee through knowledge and quality
In the bustling heart of Addis Ababa, Ansha Yassin is quietly transforming the coffee industry. As the Managing Director and co-owner of COQUA Trading, she has dedicated her career to uplifting Ethiopian coffee by combining expertise, comprehensive training, and improved market access.
Her passion for coffee was kindled far from the capital—in Ethiopia’s rural regions—where she worked side-by-side with local farmers. “I studied agriculture in Jimma and was sent to a remote area after graduating,” Ansha recalls. “There was no electricity, no drinking water—it was a harsh environment. But I quickly learned that coffee was much more than just a crop; it was a lifeline for these families.”
Driven by those early experiences, Ansha resolved to reform the industry from its roots. Her mission has been to empower coffee farmers by helping them achieve higher quality production and secure direct connections with international markets.
From Field to Market: A Vision for Coffee Excellence
Ethiopia, renowned as the birthplace of Arabica coffee, is famous for its rich and varied flavor profiles. However, many smallholder farmers face the challenges of inconsistent quality and limited global reach. As a certified top grader and expert in coffee processing, Ansha has made it her mission to bridge this divide.
COQUA Trading stands out as one of the few Ethiopian labs to earn the prestigious Q-certification. Through this facility, Ansha offers consulting services that connect local producers with global buyers. Collaborating with cooperatives, NGOs, exporters, and government agencies, she works to enhance coffee quality, ensure traceability, and meet international standards. “Our coffee is beautiful,” she insists, “but without proper agronomy, processing, and harvesting techniques, its quality can quickly diminish. That’s why our training is hands-on—we cup the coffee, provide feedback, and empower farmers with the knowledge they need to boost both yield and price.”
Her commitment to education extends to her work with the International Trade Centre (ITC) under the Netherlands Trust Fund V programme in Ethiopia. Through ITC’s Alliances for Action initiative, Ansha trains coffee producers in sustainable farming practices, post-harvest processing, and quality improvement, all aimed at securing better market prices. “Better coffee quality means better incomes,” she explains. “When farmers earn more, they can invest in their families’ futures, send their children to school, and improve their living conditions. That is my true motivation.”
Breaking Barriers and Building Networks
Despite her extensive expertise, Ansha has encountered obstacles in a traditionally male-dominated industry. “When I visit farms, men sometimes trust my assistant more than me simply because he is a man,” she observes. “It takes time to earn their confidence, but once they witness tangible results, their attitudes shift.”
Her efforts to uplift women extend beyond her immediate work. As a leader in the International Women’s Coffee Alliance (IWCA) Ethiopia Chapter, she champions the cause of female workers, who, despite performing most of the processing—from harvesting to sorting—often earn significantly less than their male counterparts. “We need to support one another, enhance our skills, and ensure that women in the coffee industry receive the recognition and opportunities they deserve,” she affirms.
Looking forward, Ansha envisions COQUA Trading not only as a consulting firm but also as a hub for excellence in coffee education. With her lab now Q-certified, she is laying the groundwork for training the next generation of coffee professionals, exporters, and quality experts. “The investment in expensive lab equipment was challenging, but it’s an investment in the future because knowledge is the key to unlocking Ethiopia’s full coffee potential.”
As Ethiopia continues to adapt to the evolving global coffee market, leaders like Ansha are ensuring that local producers are not merely participants, but strong competitors on the world stage. Through dedicated training, persistent advocacy, and an unwavering pursuit of quality, she is shaping a more sustainable and prosperous future for Ethiopian coffee.