How Ethiopia’s Yonas Alemu Broke into Europe’s Food Market

Yonas Alemu, an enterprising Ethiopian entrepreneur, has captured international attention for a unique achievement—exporting teff pasta to Italy, a nation famed for its rich pasta tradition.

His journey, which began in rural Ethiopia, took him through a successful career in global finance before returning to his homeland, driven by his commitment to innovation and preserving Ethiopia’s cultural heritage.

The birth of a vision

Growing up in a farming community in Ethiopia, Yonas Alemu was no stranger to teff, an ancient grain that has been cultivated in the country for thousands of years.

Known for its nutritional value—gluten-free and rich in essential vitamins and minerals—teff is the primary ingredient in injera, a staple Ethiopian dish. However, while living abroad, Yonas noticed that teff products sold in London were sourced from the United States, not Ethiopia. This discovery sparked his determination to bring authentic Ethiopian teff to the global market, maintaining the cultural and agricultural roots of his homeland.

A major career shift

After spending 17 years working in investment banking with prominent firms like BNP Paribas and Credit Suisse, Yonas made a life-changing decision. He left behind his lucrative career in London to pursue his vision of promoting Ethiopian grains on the international stage.

In 2016, he founded Lovegrass Ethiopia, a health food company specialising in teff-based products such as pasta, cereals, and snacks.

For Yonas, this venture was not only about creating a profitable business but also about contributing to Ethiopia’s industrial growth while empowering local farmers.

Challenges of returning home

Setting up a business in Ethiopia came with its own set of challenges. Acquiring land for his factory took over a year, and he had to personally invest in developing infrastructure like roads and electricity to support his operations.

Despite these difficulties, Yonas stayed committed to his mission. When political unrest in Ethiopia forced him to temporarily relocate to the UK, he continued working, sourcing teff from Ethiopia, milling it in London, and producing pasta in Germany.

A turning point

In 2018, Lovegrass Ethiopia’s teff pasta was recognised as the most innovative product at a prestigious food trade show in London. This award marked a significant milestone for the company, opening doors to major European retailers such as Ocado, Selfridges, and Whole Foods.

But perhaps the most symbolic achievement came when Yonas successfully exported Ethiopian teff pasta to Italy, a country known for its pasta expertise—solidifying the global relevance of Ethiopia’s agricultural heritage.

Overcoming production obstacles

Following a period of political stabilisation in Ethiopia, Yonas resumed his plans for local production. Despite the disruptions caused by the COVID-19 pandemic, Lovegrass Ethiopia began producing teff-based products in November 2021, with raw materials sourced directly from Ethiopian farmers.

By producing locally, Yonas aimed to not only reduce costs but also contribute to Ethiopia’s economic growth through a sustainable supply chain.

Breaking into the Ethiopian market, however, proved challenging. Many local consumers were unfamiliar with products like teff pasta, and the absence of large supermarket chains meant the company had to rely on smaller, independent retailers.

Additionally, there was a prevalent perception among some Ethiopians that locally made products were of inferior quality. Yonas is determined to shift this narrative by ensuring that Lovegrass’s Ethiopian products meet the same high standards as those sold in Europe.

What the future holds

Reflecting on his journey, Yonas Alemu acknowledges the importance of his early focus on the European market, but his eyes are now set firmly on Ethiopia and the broader African continent. His long-term vision is to make Lovegrass Ethiopia a globally recognised brand that not only exports its products but also plays a significant role in local economic development.