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The second phase of the "Ethiopia Industrial Promotion Project (Export Promotion)" started on March 10, 2021. This project began in June 2017 to promote Ethiopian exports using the Champion Product Approach to highlight one "champion product" by adding value to a high-quality product from a developing country. In the first phase ( 2017-2020) JICA, in coordination with Government of Ethiopia, targerted Ethiopian highland sheep leather and coffe and provided technical assistance focusing on product quality improvement and overseas promotional activities. In the second phase, the project will focus on the leather sector and continue to provide technical assistance to increase the export amount of leather materials and products.

The first Joint Coordination Committee (JCC) was held on March 30. Since Japanese experts have been unable to travel to Ethiopia due to the spread of COVID-19, the JCC was conducted online. A total of 33 participants participated from the counterpart organizations and private companies as well as observers from other components of the "Industrial Promotion Project".

The meeting began with an explanation of the project objectives and activity plan by JICA's Chief Advisor, Mr. Noriyuki Nagai. In the discussion session that followed, participants exchanged opinions on policy-level issues that might hinder exports in the leather sector. In response to such discussions, it was proposed that the leather industry should make recommendations to the Ethiopian Government through the "Policy Dialogue" component. Mr. Assefa Mulugeta, Director General of the Export Promotion Directorate of the Ministry of Trade and Industry, who chaired the meeting said, "The project is now in its final phase. It is necessary for everyone involved to be keep this in mind," referring to the sustainability of the project's achievements.

The main activities of the second phase agreed upon at the meeting are: (1) quality improvement of EHL^[1]materials and products; (2) establishment of the brand management system of EHL; and (3) promotion of leather products. Promotion activities include: (a) promotion in the African market; (b) opening a duty-free shop at Bole International Airport; (c) promotion in the US and European markets; and (d) creation and updating of public relations tools for EHL.

The 1st Joint Coordination Committee held online

Some sheepskin leather shoes that were developed during the phorst phase of the Champion Product project

Brightly dyed sheepskin leather developed during the project.