{"id":14588,"date":"2026-01-14T14:29:29","date_gmt":"2026-01-14T05:29:29","guid":{"rendered":"https:\/\/typica.coffee\/en\/?post_type=producers&p=14588"},"modified":"2026-01-16T22:09:20","modified_gmt":"2026-01-16T13:09:20","slug":"tracon-coffee-export","status":"publish","type":"producers","link":"https:\/\/typica.coffee\/en\/narratives\/producers\/tracon-coffee-export\/","title":{"rendered":"Tracon Coffee Export"},"content":{"rendered":"\n
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In recent years, Ethiopia\u2019s coffee industry has reached a major turning point. The government-led, highly regulated supply system that had long constrained the sector was liberalized in 2017, allowing smallholder farmers, cooperatives, private exporters, and washing stations to process and export coffee on their own.<\/p>\n\n\n\n

The Cup of Excellence (COE), held in Ethiopia since 2020, has further accelerated this momentum. Production of specialty coffee and microlots has surged, driven by a wave of young producers and bold experimentation in fermentation. As a result, the industry is more vibrant than ever, strengthening Ethiopia\u2019s presence in the global market.<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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Among the companies making the most of this shift is Tracon Trading, which launched its coffee export business in 1995. Today, the company operates as a diversified conglomerate engaged not only in coffee, but also in aluminum assembly, real estate development, and more. With over 2,000 employees, Tracon consistently ranks among Ethiopia\u2019s highest-tax-paying companies\u2014placing first among private companies in 2019.<\/p>\n\n\n\n

Even within its coffee division alone, the company employs 400 full-time staff and more than 3,000 seasonal workers. In 2024, it exported roughly 23,000 tons of coffee, making it one of the largest operations of its kind in Ethiopia. Leveraging its financial strength, Tracon now operates more than 70 washing stations across 11 regions\u2014including Yirgacheffe, Guji, and Sidama\u2014purchasing coffee cherries from over 20,000 farmers.<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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In recent years, the company has expanded its portfolio of experimental lots aimed at bringing out coffee\u2019s most natural flavors, including double anaerobic fermentations and co-fermentations. Each year, Tracon produces and exports around 30 tons of microlots. Leading this wave of innovation is 25-year-old Samih Oumer, the company\u2019s third-generation coffee steward.<\/p>\n\n\n\n

What drives Samih\u2014who returned to Ethiopia immediately after graduating from a U.S. university with a degree in Business Information Technology to join Tracon\u2019s coffee division?<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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A System of Rewards That Motivates People<\/strong><\/h4>\n\n\n\n

Tracon Trading\u2019s entry into the coffee business dates back to the era of Samih\u2019s grandfather, Oumer Ali Shifaw, whose company originally dealt in spices and automotive parts. Looking for a product that could deepen international connections and expand the company\u2019s global reach, he set his sights on coffee.<\/p>\n\n\n\n

\u201cBack then there was no specialty market yet\u2014everything was mostly washed or commercial grade,\u201d Samih explains. \u201cBut my grandfather told me he felt certain it would succeed. He was genuinely excited about the opportunity.\u201d<\/p>\n\n\n\n

In 2008, Tracon established its first farm in Gera, located at an elevation of about 1,950\u20132,250 meters. In Ethiopia, where more than 90 percent of producers are smallholders, developing a single-estate farm had strong strategic value in meeting the needs of buyers seeking traceable, single-estate coffee.<\/p>\n\n\n\n

By partnering with local research institutions to identify the heirloom varieties best suited to the land, and by investing in sustainable stock renewal through stamping, the farm now produces coffee that largely meets Grade 1 standards. What began as a 100-hectare farm has expanded to more than 500 hectares, and in recent years the farm has been harvesting over 500 tons of cherries annually.<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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As demand for single-estate and single-origin coffees continued to rise, Tracon introduced the Farmers Direct Traceability (FDT) program in 2021. The initiative enables the company to purchase fully ripe cherries directly from farmers\u2014primarily those with more than five hectares of land\u2014and process each lot separately. By assigning a unique code to every lot, Tracon ensures full traceability while also providing technical support so farmers can sell their coffee under their own names.<\/p>\n\n\n\n

\u201cSome washing and drying stations share a portion of their profits with farmers,\u201d Samih explains. \u201cWhen they hold organic or Rainforest Alliance certifications, the selling price tends to be higher, and so does the amount redistributed. It\u2019s essentially a bonus\u2014an incentive that really motivates farmers.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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Beyond its commercial efforts, TRACON COFFEE EXPORT also invests heavily in community development, building schools, drilling wells, and providing clean drinking water for local residents.<\/p>\n\n\n\n

\u201cWhen farmers feel their lives are genuinely improving, they naturally become more collaborative,\u201d Samih says. \u201cThey start paying more attention to picking better cherries and become more receptive to our guidance.<\/p>\n\n\n\n

\u201cOf course, there are challenges too. The toughest part is keeping the quality consistent year after year. It\u2019s an issue every producing region faces, I think. Weather and climate have a huge influence, so we maintain uniformity by fine-tuning our processing\u2014for example, adjusting fermentation times. What\u2019s essential is cupping the harvested coffee and understanding what\u2019s happening. If you don\u2019t have an accurate grasp of the current situation, you can\u2019t determine the right adjustments to make.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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\u201cOur cupping lab is staffed with highly experienced cuppers\u2014many with over 15 years in the field and SCA certifications. But the thing is, cupping skills don\u2019t necessarily correlate with years of experience. What really matters is how much practice you\u2019ve had and how many coffees you\u2019ve cupped. In that sense, because we handle such a large volume, a wide range of varieties, and multiple grades, even our younger cuppers develop exceptional skills.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n

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Excited for New Encounters<\/strong><\/h4>\n\n\n\n

For Samih, who often visited coffee farms during harvest season as a child, coffee was always something close to everyday life. It wasn\u2019t hard for him to imagine a future where he would work in coffee. Among his memories, the most vivid ones are tied to Tracon\u2019s farm in Gera\u2014about 500 kilometers from his home in Addis Ababa.<\/p>\n\n\n\n

\u201cI think it was around 2011, when I was 11 years old. I still clearly remember the first harvest we ever had. Seeing a tree that I had planted grow for about three years and produce its first cherries\u2014that moment is indescribable. If it had been someone else\u2019s tree, I don\u2019t think I would have felt that same sense of magic.\u201d<\/p>\n\n\n\n

The rise of specialty coffee during his teenage years also played a big role in shaping his passion. \u201cIn the specialty world, new processing methods emerge every year, and more coffees are being produced from new regions and at new elevations. There\u2019s always something to learn, so you never get bored. The more creativity and effort you put in, the more it comes back to you in different forms\u2014and that\u2019s incredibly motivating.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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\u201cWhat excites me most is stepping into the unknown. Ethiopian coffee is already incredible, but with the right processing, you can unlock even more of its potential\u2014you can show it in an entirely new light. Take the \u2018Honey Funky\u2019 process we developed last year, for example. We ferment the cherries whole, then pulp them and dry them on African beds. It was a huge hit. We sold six tons to clients, and it sold out in a single day\u2014so this year, we\u2019ve already received orders for nearly three times that amount.\u201d<\/p>\n\n\n\n

\u201cIn the future, I want to build a washing station dedicated exclusively to unique, high-quality microlots\u2014a place that produces coffees capable of winning at auctions. I want coffee lovers to look forward every year and wonder, What will Tracon come up with next?<\/em> Being able to share that excitement together\u2014that\u2019s the best feeling in the world.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n","protected":false},"author":3,"featured_media":14589,"template":"","producers-category":[16],"cut_article_video":[979,983],"producers_area":[989,992],"acf":[],"toolset-meta":{"producers%e7%94%a8field-group":{"producer-kvmode":{"type":"radio","raw":"2"},"image-producer":{"type":"image","raw":"https:\/\/typica.coffee\/en\/wp-content\/uploads\/2026\/01\/Tracon_2025_Article_00_TOP.jpeg","attachment_id":14603},"producer-name":{"type":"textfield","raw":"Samih Oumer"},"producer-farm":{"type":"textfield","raw":"Tracon Coffee Export"},"producer-copy":{"type":"textfield","raw":"The Infinite World of Coffee: Revealing New Value in Unlocked Gems"},"producer-oncup":{"type":"textarea","raw":""},"producer-favorite-farm":{"type":"textfield","raw":""},"producer-favorite-beans":{"type":"textfield","raw":""},"producer-image":{"type":"image","raw":"","attachment_id":null}}},"_links":{"self":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers\/14588"}],"collection":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers"}],"about":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/types\/producers"}],"author":[{"embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/users\/3"}],"version-history":[{"count":4,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers\/14588\/revisions"}],"predecessor-version":[{"id":14606,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers\/14588\/revisions\/14606"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/media\/14589"}],"wp:attachment":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/media?parent=14588"}],"wp:term":[{"taxonomy":"producers-category","embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers-category?post=14588"},{"taxonomy":"cut_article_video","embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/cut_article_video?post=14588"},{"taxonomy":"producers_area","embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/producers_area?post=14588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}