Coffee is moving toward a future where identity matters. That means the identity of flavor and the identity of the farmers behind it. For years, many Ethiopian coffees were blended under broad regional names like Yirgacheffe, Guji, or Sidama. While those names remain important, they often obscured the character of individual communities. Producers like Ture Waji are helping change that.
Ture has pioneer transparency and identity through Ethiopia's Guji Zone. Through his company Sookoo Coffee, he separates coffees by individual kebele so each community can be experienced on its own terms. Places like Laayyoo, Raro Nansebo, Haru Wachu, and Okoluu each tell a different story. Together they reveal the remarkable diversity of Guji.
Known throughout the industry as the King of Guji, Ture has helped bring international recognition to the region while advocating for fair compensation and long-term sustainability. Through ongoing farmer training and careful stewardship of the land, he continues to strengthen both the quality of Ethiopian coffee and the livelihoods of the people who produce it.