The film is directed and produced by Marc Francis and Nick Francis from Speakit Films, and co-produced by Christopher Hird. It premiered at Sundance in 2006
Synopsis:
The film focuses on the coffee growers of the Oromia Region of southern and western Ethiopia, the birthplace of coffee. It follows Tadesse Meskela, the General Manager of the Oromia Coffee Farmers Cooperative Union, as he visits coffee-growing regions in Sidamo and Oromia, as well as a coffee processing center, a coffee auction house, and his union's headquarters in Addis Ababa. He also travels to England and the United States in an effort to promote Ethiopian coffee by eliminating the numerous middlemen.
The film also includes footage of the New York Board of Trade, a commodity trading floor in New York City, where the "C" international benchmark price of coffee is set each business day based on supply and demand, and explores the effects that these international prices (which by 2006 were at an all-time low) have on Ethiopian coffee growers.
Other footage was shot at the first Starbucks and the World Barista Championship at the 2005 Specialty Coffee Association of America conference in Seattle; and at a café and the Illy coffee company in Trieste, Italy. These scenes stand in stark contrast to the footage of the impoverished conditions faced by the Ethiopian coffee farmers and their families.