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About the Founder

Ashenafi Argaw is a husband, father, author, CEO and coffee enthusiast. 

Ashenafi graduated from Addis Ababa University in 2000 and worked in different organizations. In 2001, Ashenafi joined Furra Institute of Development Studies, determined to make a difference in the lives of Ethiopian population by working on development issues. Then, with what Ashenafi calls a “pressing conviction” he joined Sidama Coffee Farmers Cooperative Union in 2002 and served in different capacities. As an employee of Coffee Farmers, Ashenafi had worked with passion and commitment. 


Mr. Ashenafi moved to USA with his family in 2006. He started consulting coffee companies  while pursuing his Masters degree in Management of Information Science. In 2012, Mr. Ashenafi joined Ninety Plus Coffee, LLC. He played a key role as Global Sales, Global Logistics, and Operations Director. In addition, he led and directed the Levelup Coffee division from its inception. Mr. Ashenafi has over 15 years of experience in the coffee industry and currently he is publishing a book titled “Ethiopia: World’s Coffee Garden”.

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