Yonas Alemu, a visionary Ethiopian entrepreneur, has made headlines by exporting teff pasta to Italy, a country known for its rich pasta tradition. His journey from rural Ethiopia to global finance and back to his homeland is a testament to determination, innovation, and a deep connection to his roots.
The Roots of an Idea
Yonas Alemu grew up in a farming community in Ethiopia, where teff, an ancient grain, has been cultivated for thousands of years. This tiny grass seed is the key ingredient in ‘injera,’ a staple in Ethiopian cuisine. Teff is celebrated as a superfood, being gluten-free and packed with essential nutrients like iron, magnesium, and vitamins B and C. Despite its significance in Ethiopia, Yonas was surprised to find teff products in London health food stores that were sourced from the US rather than Ethiopia. This discovery sparked his mission to introduce authentic Ethiopian teff products to the global market.
From Banking to Business
After spending 17 years in investment banking at major institutions like BNP Paribas and Credit Suisse, Yonas decided to leave his lucrative career in London and return to Ethiopia. His goal was to launch a company that would promote Ethiopian grains on an international scale. In 2016, he founded Lovegrass Ethiopia, a health food company that produces a variety of products from teff, including pasta, breakfast cereals, and snacks. Yonas was driven not just by profit but by a desire to contribute to Ethiopia’s industrialization and support local farmers.
The Journey Back Home
Yonas faced numerous challenges in setting up operations in Ethiopia. Securing land for his factory took over a year, and he had to personally invest in building infrastructure like roads and electricity. Despite these hurdles, Yonas remained committed to his vision. When political unrest in Ethiopia forced him to temporarily relocate back to the UK, he continued his work by importing teff from Ethiopia, milling it in London, and producing pasta in Germany.
A Landmark Achievement
In 2018, Yonas’s efforts paid off when Lovegrass Ethiopia’s teff pasta won the award for the most innovative product at a specialty food trade show in London. This recognition opened doors to major European retailers, including Ocado, Selfridges, and Whole Foods, and marked the beginning of Lovegrass’s expansion across Europe. One of Yonas’s proudest moments came when he successfully exported Ethiopian teff pasta to Italy, a feat that symbolized the global reach of his Ethiopian heritage.
Manufacturing and Market Challenges
Returning to Ethiopia after the political situation stabilized, Yonas resumed his plans to produce teff-based products locally. Despite delays due to the COVID-19 pandemic, Lovegrass began production in November 2021. The company sources its raw materials directly from Ethiopian farmers, ensuring a sustainable supply chain. Yonas highlights that manufacturing in Ethiopia is not only cost-effective but also aligns with his broader vision of contributing to the country’s economic growth.
However, breaking into the Ethiopian market has its own set of challenges. With a consumer base that is largely unfamiliar with products like teff pasta, Yonas has had to be innovative in his marketing and distribution strategies. The lack of large supermarket chains in Ethiopia means that Lovegrass relies on small, local shops to reach customers. Additionally, there is a perception among some Ethiopians that locally produced goods are of lower quality. Yonas is determined to change this narrative by ensuring that the products sold in Ethiopia meet the same high standards as those in Europe.
Looking Forward
Reflecting on his journey, Yonas acknowledges that his focus on the European market was a learning experience, but he now sees the potential in Ethiopia and Africa as a whole. With a growing emphasis on the African market, Yonas is committed to making Lovegrass Ethiopia a leading brand that not only exports its products globally but also plays a significant role in the local economy. His story is a powerful example of how an Ethiopian entrepreneur has successfully brought a piece of his culture to the world stage, with teff pasta serving as both a product and a symbol of Ethiopian innovation and resilience.
