‘BLACK GOLD’ REAL LYFE DVD LAUNCH

Today sees the DVD launch of Black Gold as well as the LYFE project. The coincidence goes rather deeper than you might first think.

Tadessee - now the most famous man in Ethiopia
The Key characters in the highly acclaimed film are also the key characters in LYFE’s Ethiopian venture, that has been designed to impact poverty through business and marketing training. And they will be appearing ‘live’ in the UK this month as guests of the Lorna Young Foundation.

Starbucks stirred by fair trade film
Their story is straightforward enough. Ethiopia wants a fair price for its coffee, often described as the champagne of coffees and, to achieve differentiation and higher prices, it’s going to create its own trademarked brand. Needless to say the big players don’t like it and would prefer to trade in glut commodities where prices are more likely to rocket down than up.

Starbucks is reported as saying it pays above an average market price, but reports claim that the company used its muscle within the National Coffee Association of America to block Ethiopia's efforts.

LYFE AMBO College business and marketing programme
Ian Agnew explains. “The bid we put together for Ambo College in Ethiopia was approved by the British Council and is fantastic news – the vast majority of £92,000GBP grant will go directly into business and marketing skills in Ethiopia, but it’s also good for our credibility and reputation. UK Government funding will not only provide training modules on the ground, the modules can become a global resource for Farmers and smallholder organisations through the LYFE Academy.

The Black Gold cast are here to review the UK coffee market for themselves as a component of the LYFE venture and it’s a fabulous opportunity for them to follow their coffee through the chain and will help demystify the process and, that alone is empowering.

Ian Agnew points out “we’re always looking for people to sponsor some of the farmers' visits which cost £2kGBP each”.

So, if you want coffee that doesn’t leave a bitter aftertaste among farmers, you’ll know who to call and how much it’ll cost.


Eradicate poverty Universal education Empower women Reduce mortality Improve health Combat diseases Ensure sustainability Global partnership	You are in: ‘BLACK GOLD’ REAL LYFE DVD LAUNCH ‘BLACK GOLD’ REAL LYFE DVD LAUNCH Today sees the DVD launch of Black Gold as well as the LYFE project. The coincidence goes rather deeper than you might first think. Tadessee - now the most famous man in Ethiopia The Key characters in the highly acclaimed film are also the key characters in LYFE’s Ethiopian venture, that has been designed to impact poverty through business and marketing training. And they will be appearing ‘live’ in the UK this month as guests of the Lorna Young Foundation. Starbucks stirred by fair trade film Their story is straightforward enough. Ethiopia wants a fair price for its coffee, often described as the champagne of coffees and, to achieve differentiation and higher prices, it’s going to create its own trademarked brand. Needless to say the big players don’t like it and would prefer to trade in glut commodities where prices are more likely to rocket down than up. Starbucks is reported as saying it pays above an average market price, but reports claim that the company used its muscle within the National Coffee Association of America to block Ethiopia's efforts. LYFE AMBO College business and marketing programme Ian Agnew explains. “The bid we put together for Ambo College in Ethiopia was approved by the British Council and is fantastic news – the vast majority of £92,000GBP grant will go directly into business and marketing skills in Ethiopia, but it’s also good for our credibility and reputation. UK Government funding will not only provide training modules on the ground, the modules can become a global resource for Farmers and smallholder organisations through the LYFE Academy. The Black Gold cast are here to review the UK coffee market for themselves as a component of the LYFE venture and it’s a fabulous opportunity for them to follow their coffee through the chain and will help demystify the process and, that alone is empowering. Ian Agnew points out “we’re always looking for people to sponsor some of the farmers' visits which cost £2kGBP each”. So, if you want coffee that doesn’t leave a bitter aftertaste among farmers, you’ll know who to call and how much it’ll cost.	Contribute to our success Lara Morgan, Pacific Direct, explains LYFE Stories Fair Trade Competitive Collaboration Links Glossary
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