At 48, entrepreneur Li Lin never imagined a single trip to Ethiopia would change his life. Visiting the East African nation, renowned as the birthplace of coffee, he fell in love with its rich, aromatic brews.
That first sip in a tiny village café ignited a mission: to bring the bold flavors of African highland coffee to China. Li returned home determined to bridge continents and cultures with each cup.
He launched a direct-trade venture, collaborating with smallholder farmers across Ethiopia’s lush highlands. By cutting out middlemen and ensuring fair prices, he empowered communities and helped improve living standards for hundreds of families.
Back in China, young consumers were thirsty for specialty beans and authentic origins. Li tapped into this trend by using e-commerce platforms and traceability tech, sharing farmer stories and brewing tips to connect coffee lovers with the source.
Beyond business, his project invests in training centers that teach sustainable farming and quality control, with a focus on empowering women and preserving the environment. It’s a model of how entrepreneurship can drive positive change on both sides of the globe.
Today, Li’s journey stands as a testament to the power of cultural exchange, sustainability, and innovation. From the misty Ethiopian highlands to bustling cafés in Shanghai and beyond, every cup tells a story of transformation and global community.
Reference(s):
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