“My name is Tibebu Roba, and I am a smallholder coffee farmer from Gedeb, Ethiopia. Seven years ago, my life changed in a way I could never have imagined.”
Those were the opening words of a letter we recently received from Tibebu — a farmer whose journey with Trabocca has grown into one of our most inspiring examples of what direct partnership, traceability, and ownership can achieve.
In 2018, Trabocca hosted Ethiopia’s first national auction and competition, The Ethiopian Cup — an event that allowed producers and exporters to showcase their finest coffees. It marked a new chapter for Ethiopia’s coffee industry and paved the way for the Cup of Excellence, which arrived two years later.
That same year, we first met Tibebu Roba. His coffee captivated the cupping panel with its balance, floral intensity, and elegance. Scoring an impressive 91 points, it took first place and earned USD 33,500 in premiums for his family. This moment marked the beginning of a long-term partnership built on trust, quality, and shared purpose.
When the Trabocca team later visited Chelchele, where Tibebu cultivates his coffee, it became clear that his success was no coincidence. The region’s red loamy soil, high altitude, and ideal drying conditions create the perfect environment for world-class coffee.
However, the real strength lies in the people. Tibebu, once a respected priest in Gedeb, is known for his integrity and his dedication to his community. He wasn’t only producing coffee — he was empowering others. As a living example of how ownership through an export license can transform livelihoods, he inspired many neighboring farmers and us at Trabocca alike.
Over the years, this partnership has evolved into a story of mutual growth. Tibebu’s coffee became one of the most anticipated lots in Trabocca’s network, while his family achieved remarkable progress by:
“With the stable income and trust established through this relationship, I’ve been able to provide proper education and healthcare for my children and extended family, build a comfortable home, and invest in other income-generating activities.”
This year, Tibebu sent an update that moved us deeply. His son, Ababayehu, recently graduated from a reputable university with a specialization in agronomy, sustainable processing, cupping, and global supply chain management.
“With the support of Trabocca and by the grace of God, I am pleased to inform you that my son, Ababayehu, is now ready to take a more active role in our coffee operations,” wrote Tibebu.
Fluent in English and trained across the coffee value chain, Ababayehu will now manage logistics, documentation, and export processes — tasks previously handled by a local facilitator. This change signifies much more than an operational shift. It represents a new level of ownership and self-determination, bringing the Roba family closer to their dream of operating their own washing station.
Ethiopia’s 2017 export reform was a turning point for smallholders like Tibebu. It allowed them to hold export licenses, retain more value, and control quality directly. As a result, farmers could build transparent, long-term relationships with international buyers.
Through this independence, producers strengthen their livelihoods while enhancing quality, traceability, and sustainability across the supply chain. “My aim has always been, and will always remain, to make Trabocca as happy and satisfied as you have made me and my family,” Tibebu wrote.
This principle — that traceability and ownership go hand in hand — forms the heart of Operation Cherry Red (OCR). It’s about empowering smallholders to take charge of their coffee’s journey and share their impact directly with the world.
As we celebrate Tibebu’s story, Trabocca continues to expand its mission through the Operation Cherry Red 2025 Smallholder Series. This initiative reflects the rise of a new class of independent Ethiopian producers.
In the 2024/25 harvest, we welcomed new smallholder families from the Yirgacheffe and Sidamo regions. Together, we are building a network that connects producers and roasters worldwide — strengthening every link in the supply chain.
By sharing OCR processing protocols and facilitating access to essential equipment, we help farmers elevate quality, consistency, and efficiency, while reinforcing transparency. Moreover, we cultivate partnerships with roasters eager to engage in long-term collaboration — relationships that foster mutual growth and shared value. True Impact, one family at the time.
Looking ahead to the 2025/26 crop, we are supporting smallholder Balese Dinigu from the Adado region to improve processing quality and efficiency. Trabocca will finance 100% of the project, donating half of its value and providing the other half as an interest-free loan, repayable after the next two harvests. This initiative serves as a pilot project to demonstrate how targeted investments can boost quality and attract more roasters to join OCR producers in future collaborations.
Tibebu’s journey captures the essence of Operation Cherry Red — using coffee as a vehicle for empowerment. Quality does pay!
With a new network of smallholder producers and the Adado Pilot Project setting an example for future investments, Trabocca is well positioned to advance its mission. Together, we can build partnerships that create impact, opportunity, and new success stories — just like Tibebu’s — across Ethiopia.