ECOPIA: Ethiopia 's first organic food processor, exporter

Dr. Mistlal Kefleyesus Matschie went to Nazareth school before joining the Addis Ababa University . She went to Belgium for her masters and studied International Relations and European Affairs, specializing as a strategist. She received her PhD on verification of international treaties. She is presently a researcher at Harvard University on chemical and biological weapons.

Dr. Mistlal did her first strategic background while she was working as a consultant for the UN, the European Union as well as the North Atlantic Treaty Organization (NATO). She has now come home to set up an organic food processing company, the first of its kind in Ethiopia .

Our guest this week is none other than one of the three women experts in the chemical, biological and nuclear weapons convention in the world: Dr. Mistlal Kefleyesus Matschie.

What made you shift from a bio-chemist to an organic food processor?

The shift from a military woman to an organic food processor sounds very strange. I joined the international organization because of the treaties. Many developing countries have no access to technology. International treaties regulate biotechnology and biogenetics so as to restrict their use for development, and not for destruction. Therefore, I wanted to defend the use of such technology for peaceful purposes in developing countries.

I was born at a time of unrest, where my mother could not even go to the hospital to give birth. At the age of six, I used to have a big dream to grow up and embrace the meaning of my name – protection. [Mitslal in Geez]

When I went to Europe , I was inspired by the European technology, and what they achieved in the past century. So I opted for the most sophisticated high-tech field in the military.

I am a lobbyist who makes things happen. When I realized that there was enough knowledge and resources in Ethiopia and what was missing is the bridge, I decided to come and start the first horn of Africa organic food production and exporting company, ECOPIA (Ecological products of Ethiopia Ltd.). ECOPIA is founded by a team of food production scientists from Germany and experts in fields of business strategy and innovation management from Europe and Africa .

How did you start ECOPIA?

At 23 I went to Germany and opened Euro Contact, a consulting company for dual use of technology and business development and worked for 6 years. Towards the 7 th year, I met my husband while giving a lecture in Eastern Germany . A new life began after my husband became Vice Minister of the Federal State in Germany . Consequently, I was asked to do some consulting work and had to slow down Euro Contact. The present ECOPIA is the extension of Euro Contact.

I started my company with 10,000 birr in Taiwan market near Medhaniyalem School , selling pancake with jam and syrup. People in the area loved it, especially during fasting seasons. In 6 months I made it to 600,000 birr. Then I started looking for farmers who could supply me with organic products and traveled all the way from Addis Ababa to Arbaminch to Mekelle. I talked with people at ‘ Atakilt tera ' – vegetable market place in Addis.

Though I started from scratch, my company failed twice but I never lost hope. Instead, I pulled myself together and went forward with my team in Ethiopia .

Tell us about ECOPIA?

ECOPIA is a company with an ambitious plan. It intends to create a technological park in different vital fields such as organic cosmetics and herbal medicines. The company produces children and adult food from fruits like guava, ‘ ambasho ' and ‘ kazmir ' - that only exist in Ethiopia - flavored oil, vinegar, and liquor but for the time being we are concentrating on jam production.

At the same time, ECOPIA plans to start a full processing and packing industry in a couple of months. It strives to fulfill international standard. What makes it exceptional is that it provides web based production facilities. One can log into our website to know the steps that are taken to process the jam and choose the flavor of ones favorite taste.

What have you done to meet international standard?

So far we follow European standards. The first international standard to meet is hygiene, which is a clean room to start with. All production utensils have to be covered. The certification and traceability of the organic food is also very important. In addition ECOPIA works with the Institute of Sustainable Development (ISD) to ensure consumer's protection.

As per international standards the package has to be a glass bottle. However, it has been challenging to find bottle producing factory in Ethiopia . The other difficult thing in Ethiopia is to get farmers certified for their organic product.

What is your marketing outreach?

Our biggest target is Addis Ababa since there is a large international community here. Hotels, restaurants in the countryside are the second market targets. Third will be the diaspora children coming home for visit. To maximize its market, ECOPIA yearns to produce children's organic food. The fourth market will be the international market. ECOPIA plans to fill the shelves of the Middle East market and reach European and American markets as fast as possible.

Do you plan to have your own farm?

My wish is not to have my own farm because my aim is to work with the Ethiopian farmers and empower and enrich them in the process. I haven't come home to exploit. I am not intending to displace the farmers from their farm. If the farmers are not able to supply ECOPIA as much as needed to meet the international market then I will be obliged to set up my own farm. But first, I have to try with the farmers. Everywhere I go, I always find a home where I get the warmest ever welcome on a farm, which makes me feel as my own. The fantasy of my dream is fulfilled and now I am doing my duty as I consider myself as a very lucky person. People might think that I gave the farmers the opportunity but instead the farmers are the ones who are teaching me everyday.

How do you explain the importance of organic foods?

The importance of organic food is not limited to its being a luxurious item. It is a necessity that extends in keeping one self healthy since there are no artificial colors or substance in its content, and hence no reservation in its consumption. Organic products are made without the use of pesticides and fertilizer.

I believe it is a good timing for ECOPIA because Ethiopia should not need to make the mistake of the 19 th and 20 th century of the developed world that focused on artificial mass production. The answer lies in information and technology, nothing else. We want to optimize on each Ethiopian consumer being aware of what organic and non-organic products really are.

When is ECOPIA's grand opening scheduled for?

Preparation for the opening of the company has already been launched introducing it on November 2, 2006. But the grand opening ceremony is scheduled for January 2007 in the presence of my husband Christoph Matschie and my two kids, Felix Abraham and Josephine Sophia Matschie.