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Labelling Yirgacheffe coffee: a riddle, wrapped in a mystery, inside an enigma
Labelling a coffee as Yirgacheffe is a powerful marketing tool for roasters and as so should be used. However, it should be used carefully. Generic naming can have a negative impact on the country’s reputation. Accurate labelling, on the other hand, can create a positive feedback loop, protecting the value of the Yirgacheffe name and incentivizing quality.