Trust is the fundamental currency in Ethiopian business, often more important than immediate financial gain.

“Our biggest trading currency is trust.”

Ethiopian entrepreneurs must value their own local products and work together to support domestic production over imported alternatives.

“Again, if we don't work for our country ourselves, if we don't come from our own country, there will be a lot of technology transfer from FD to off-course. But apart from that, our country is left to ourselves, not to anyone else.”