Meleya

Ethiopian coffee

A UNIQUE EMBRACE

 

Own project

Debritu Lusteau (Meskel) & Michel Le Roux (Rethinking The box).

 

Assignment

Create a new umbrella brand with a cross-cultural DNA.

 

Branding

Several years ago, Debritu Lusteau (an Ethiopian entrepreneur) and I decided to launch an Ethiopian coffee brand in the Netherlands. We wanted this brand to be built on fresh, new values such as mutual understanding and connecting young people.  We initiated a partnership with New Business School Amsterdam (Nyenrode) and St. Mary’s University College in Addis Abeba. We involved the students in the sourcing, branding and exporting process. This gave birth to Meleya, meaning “identity” in Amharic, with “a unique embrace” as its slogan. Since then, the schools have worked together with us on building and promoting the brand. We have taken part in many fairs and events and the coffee is sold in specialized shops throughout the Netherlands.

 

At the same time, the Meleya Foundation was set up in order to foster exchange between the students and young Ethiopian entrepreneurs. We followed up by launching the “Meleya Business Awards” with a view to rewarding and financially supporting the best entrepreneurial projects. (See Meleya Foundation www.meleyafoundation.nl)

 

If you are interested to know more about Meleya coffee or about the Foundation activity, contact us michel@rethinkingthebox.com

 

 

SOME OF OUR STORIES:

KAANI

Rose d'Anjou

Meleya coffee

Atout France

Wild Pig Wines

Hardy's

Nature's pride

X-Noir

Club Wines

Bergerac

Touraine

Torres

Astrid & Thérèse

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