Operation Cherry Red 2025
Smallholder Series

Adding value to create an equitable supply chain

The Mission of Operation Cherry Red

Trabocca Operation Cherry Red Logo

Operation Cherry Red (OCR) was launched to elevate the coffee supply chain by focusing on quality, sustainability, and traceability—delivering equal value to producers and roasters. In our pursuit of great coffee, the program initially focused on inspiring farmers to produce high-quality coffee through agronomy and processing protocols, and in result gaining in premium payments. ‘We wanted to spread the message that quality pays‘, said Menno Simons, Founder of Trabocca, when he explained the start of the project.

Now in 2025, we are reviving OCR to spotlight unique Ethiopian smallholder coffees. By working directly with these producers, we ensure premium payments reach the right hands and trace lots back to individual families. For roasters, this is a unique chance to source coffee right at its roots—challenging the norm of sourcing from regional washing stations. By partnering with exceptional smallholders, roasters can support truly impactful, transparent, and traceable coffee supply chains.

Operation Cherry Red

Smallholder Series

Typically, smallholder coffee producers sell their cherries to local washing stations at prices ranging from 60 to 90 birr per kilogram, earning about 30% of the FOB (Free on Board) price. At these stations, coffees from a network of various regional smallholders are blended together on a daily basis. While traceability protocols are improving heavily, it is often not possible to trace back each lot the exact farmers. Mostly Ethiopian coffees are a produce of regional communities and therefore only labeled by regional indicators. When the Ethiopian Commodity Exchange (ECX) allowed smallholders to obtain their own export licenses a pivotal change occurred.

More ownership and larger profits for producers

This shift opened new opportunities for farmers to take greater control over processing, milling, and exporting their coffee. While these added responsibilities demand more effort and expertise, they also bring significant opportunities. Producers who manage their own export operations can retain around 70% of the FOB price—a substantial increase compared to traditional systems.

  • Unique coffee profiles
  • Traceable to individual families
  • Transparent payment structures
  • Larger profits for producers
  • Measurable impact

Impact of previous initatives

In 2018, we hosted the first-ever ‘Operation Cherry Red Auction,’ an extension of our OCR program. This initiative generated a USD 96,292 premium for the participating growers and laid the foundation for enduring producer-roaster partnerships. Among these success stories are Tibebu Roba and Alemayehu Daniel, whose exceptional coffee samples won the auction. Since then, our relationship has flourished—we’ve been purchasing all their coffee annually ever since.

Through consistent commitment and premium pricing, their families have achieved better financial stability, improved their farming practices, and significantly enhanced their livelihoods. The impact is undeniable: Tibebu’s and Alemayehu’s coffees have become some of our most sought-after offerings, mostly selling out in a couple of days. Each year, visiting their families during our field trips in Ethiopia remains a highlight, showcasing the profound impact of direct and meaningful relationships.

After winning the OCR auction and starting to work with Trabocca, I have been able to further grow my coffee business, as well as improving the livelihood of my family. We have adopted sustainable agricultural practices like proper composting, purchased additional land, planted about 2,000 new coffee seedlings, and bought a truck to better move our coffees. Besides improving our coffee business, we could build a family house in Dilla and enabling my kids to attend highly competitive schools.

Tibebu Roba, winner of previous OCR initative

Overview of all smallholders

Find details for each OCR participant

Our selection for the OCR Smallholder Series in 2025 includes five carefully chosen producers from some of Yirgacheffe’s and Sidamo’s most exciting micro-regions. Typically, smallholders process their coffees as naturals, as this method requires less equipment and is more accessible. However, we’ve also been able to source one washed lot as an alternative. All coffees have been undergoing extensive quality evaluations in our Addis Ababa, Amsterdam, and Minneapolis quality labs, ensuring each lot meets rigorous physical and sensory quality standards. These coffees have impressed us on the cupping table as they exhibit flavor profiles that reflect the unique terroirs of the regions and dedication of the producers.

Legesse Matisso

Legesse Matisso, a second-generation coffee farmer, cultivates 5.15 hectares of land in Belo kebele, Chire woreda, Sidama zone. His family has owned the land since 1960, but he only registered for an export license in 2020. Coffee is his sole source of income, making quality and strong trade relationships vital. While he previously has exported to Korea and Taiwan, most of his coffee has been sold domestically through middlemen, losing traceability and value.

  • Sidama, Chiri, Belo
  • Natural process
  • Notes of Strawberry, Mango, and Lemongrass

Tigsit Abyot

Tigist Abyot and her husband started coffee farming after marriage, receiving a small plot as a gift. Seeing the industry's potential, they expanded their farm to 7.76 hectares. While her husband works in government, Tigist manages the farm full-time, overseeing both production and workers during harvest. In 2022, she obtained her export license, entering the opportunity for the international market for the first time.

  • Yirgacheffe, Kochere, Shashamene
  • Natural process
  • Notes of Lime, Nougat, and Black Tea

Alemayehu Hillo

Alemayehu Hillo started with 2 hectares inherited from his father and expanded his farm to 6.55 hectares through determination and hard work. He and his wife manage the farm, hiring up to 50 workers during harvest to produce high-quality coffee. Since 2020, he holds his own export license, but without strong direct relationships, he has mostly sold to the local Ethiopian market or through intermediaries.

  • Sidama, Chiri, Halo Bekola
  • Natural process
  • Notes of Apple, Melon, and Jasmine

Kebede Wako

Kebede Wako is a second-generation coffee farmer in Chelbesa, Gedeb, running a 16.45-hectare farm with his two wives and son, Birhanu. Coffee is his family’s only source of income, and in 2018, they obtained an export license to sell directly to the international market. After struggling to maintain export relationships, Kebede spent the last two years selling his high-quality coffee only on the domestic market, but he is now determined to reestablish connections abroad.

  • Yirgacheffe, Gedeb, Chelbesa
  • Natural process
  • Notes of Orange, Milk Chocolate, and Hibiscus

Girma Sentayehu

Girma Sentayehu is a second-generation coffee farmer running his 6.46-hectare farm in Chire, Sidama, with his wife and son. His family has owned the land since 1970, but he only obtained an export license in 2019. While he previously sold to the U.S. specialty market, he struggled to maintain relationships and has mostly sold domestically since. Now, Girma is the only producer contributing a washed lot to the 2025 OCR Smallholder Series.

  • Yirgacheffe, Kochere, Biloya
  • Washed process
  • Notes of Lemon, Honey, and Rose

Empowering producers for a better future

With your commitment, we can help shaping more sustainable and equitable supply chains in Ethiopia. By working directly with these dedicated producers, we are not just sourcing exceptional coffee—we are building a future where producers receive the recognition and value they deserve. Together, as roasters and importer, we can invest in supply chains rooted in transparency, long-term commitment, and shared success. This project is about more than just coffee; it’s about forging lasting relationships that uplift communities and inspire more producers to take control of their future.

Ethiopia

Kebede Wako: OCR Smallholder Series

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Ethiopia

Tigist Abyot: OCR Smallholder Series

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Ethiopia

Girma Sentayehu: OCR Smallholder Series

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Ethiopia

Legesse Matisso: OCR Smallholder Series

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Ethiopia

Alemayehu Hillo: OCR Smallholder Series

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