Kenean Assefa Dukamo

In the three years from 2020 through 2022, Daye Bensa Coffee earned a spot in the top 10 at the Cup of Excellence six times. With a deep understanding of the unique traits and flavor profiles of each of its washing stations, the Ethiopian coffee company has built a reputation for offering high-quality coffee – from premium to high-end grades – while elevating the Sidama region’s brand. Their active presence on social media and strategic marketing efforts have paid off, with demand for their Grade 1 beans, which account for 30% of their green coffee, far outstripping supply.

Founded in 1996, Daye Bensa purchases cherries from over 2,500 farmers – primarily in Sidama, its birthplace – and operates 71 washing stations. In the past few years, the company has expanded into Guji and Yirgacheffe, with further plans to branch out not only into other parts of Ethiopia but also other African countries.

We spoke with Kenean Assefa Dukamo, the founder’s 29-year-old son, who leads the company’s growth strategy with a focus on promotion and marketing.

Empowering farmers toward independence

Locally owned and organized coffee exporters are rare in many producing countries, including Ethiopia. Often lacking the capital, infrastructure, and expertise to challenge larger foreign competitors, they struggle to scale. Against this backdrop, Daye Bensa stands out in its pursuit of a sustainable model that prioritizes both quality and production efficiency.

Daye Bensa has already developed software to centralize traceability, quality control, and yield management, and they are currently building an IT system to oversee every one of their washing stations. This centralized approach ensures consistent and efficient operations across the board.

Daye Bensa’s expansion strategies are just as robust. One example is a free membership program for coffee farmers, offering various perks – bonuses, technical training, new seedlings, and even school supplies for their children. All farmers must do is supply their coffee solely to Daye Bensa and register details like farm size and address, making membership almost a no-brainer.

Some initiatives are designed to be temporary. For example, Daye Bensa offered a two-year healthcare program in which the company covered farmers’ insurance costs, allowing them to access certain medical services for free. Kenean explains:

“Our aim was for farmers to understand the value of paying for healthcare themselves. Once they recognize the benefits during this period, they have an incentive to continue their insurance. We see our role as providing information and choices so they can make better decisions.”

Several farmers who joined Daye Bensa from the start have since begun exporting their own coffee. Benefiting from buyer introductions and market insights, they have achieved full independence.

Central to Daye Bensa’s roots is Kenean’s grandfather, Dukamo, an entrepreneur who sold everything from flowers to coffee. Whenever he spotted a new business opportunity, he showcased its potential by starting it himself, encouraging others in his village to follow suit.

Dukamo also deeply believed in the power of education, not only promoting its importance but using a portion of his profits to provide scholarships for children from low-income families.

“My grandfather used to say, ‘It’s difficult to build a big business or change your life without proper education – even if you’re employed by a company.’ If he hadn’t encouraged my father and uncle to go to the city for better schooling, our family’s path would have been entirely different.”

Today, Daye Bensa continues this emphasis on education by prioritizing the hiring and training of university graduates from coffee-farming families. Since small-scale farms alone may not be financially viable, the company offers these young people opportunities to work on larger farms or within Daye Bensa itself.

Recognizing coffee’s potential

Kenean’s father, Assefa, originally dabbled in multiple businesses like his own father. But, born and raised in Sidama – a region reliant on coffee – he chose at age 20 to focus solely on purchasing and processing cherries alongside his brother, Mulugeta. By 2006, they ventured into coffee exports to form direct buyer relationships and streamline sales.

“Some people get so caught up in business success that they neglect their families, while others do the opposite. But my father always maintained balance. He’s a deeply religious man who still goes to church every Sunday. 

He’s never forced or imposed anything on me. He’s always respected my decisions, which, along with our close age difference of just 20 years, makes him not only a mentor but also a close friend.”

Kenean has clearly inherited the entrepreneurial spirit of his father and grandfather. While attending university in the US in 2015, he joined Daye Bensa and worked on expanding its network of buyers among importers and roasters in the US and Europe. After returning to Ethiopia, he focused on growing the specialty coffee market, targeting countries like South Korea. He also spearheaded diverse projects such as developing IT systems and enhancing the company’s content creation through professional photography, video, and writing.

Originally, Kenean had not planned to fully devote himself to coffee. As a computer science major, he aspired to work for an IT firm and eventually launch a startup. 

That all changed when his father asked him, “Could you help Daye Bensa for two years first? You can still pursue IT afterward.” This pivotal suggestion led Kenean back to Ethiopia, defining his path forward.

“Coffee plays such an important role in Ethiopia’s economy, yet there’s little innovation in the industry. Most people just follow traditional practices without pushing boundaries. But that also means there’s so much room for improvement and progress. Plus, with the foundation my family has built, the potential is limitless.”

Inspiring Ethiopians through coffee

Beyond Daye Bensa, Kenean also hosts a podcast called MERI, featuring interviews with over 100 successful Ethiopian entrepreneurs. Because the content is primarily for Ethiopians, it’s in Amharic, but it has still racked up over 10 million views on YouTube. Many of the patrons at Dukamo Coffee, the specialty coffee café he opened in Addis Ababa and Hawassa, first discovered him through the podcast.

“I’ve always been curious and eager to learn, but I started the podcast after hitting numerous challenges myself when I came back to Ethiopia. Cultural differences and other hurdles often left me stuck, so I turned to interviews for insight.”

Kenean didn’t just listen to the stories he collected through the podcast; he applied what he learned to Daye Bensa. For example, he implemented new recruitment strategies to attract talented individuals, training programs to nurture their skills, and monthly leadership meetings to align the company’s vision. This commitment to reform, rather than settling into a successor’s role, sets Kenean apart in Ethiopia’s highly competitive coffee industry.

“I recently published a book about Ethiopian coffee, mainly aimed at producers. My hope is that it will encourage them to reconsider how they market their coffee and the stories they tell about it, ultimately lifting the industry as a whole.

I’ve always enjoyed problem-solving – it’s part of what motivates me. Whether in IT or coffee, I find joy in discovering innovative approaches and sharing that spark with others. People often say that once you’re in the coffee world, it’s impossible to leave. I couldn’t agree more. Before I knew it, coffee became my passion.”