East African Trading House PLC

What East African Trading House PLC does

East African Trading House PLC (EATH) is an Ethiopia-based trading and distribution company operating as the distribution and sales division of the East African Holdings SC conglomerate. Established in 2017 through the merger of 16 PLCs operating since 1998, the company runs four integrated service lines: export of agricultural commodities (notably premium Ethiopian coffee from regions including Jimma, Limmu, Harrar, Teppi, Guji, Sidamo, Gimbi, and Yirgacheffe, plus sesame seeds, soybeans, white peas beans, and green mungs), import of food items, automobile spare parts, and stationery with customs clearance and compliance handling, wholesale distribution of FMCG and construction materials through 10+ branches across Ethiopia, and retail operations through the Besh Gebeya cash-and-carry brand with physical outlets in Addis Ababa and Bahir Dar plus the beshgebeya.com e-commerce platform.

EATH's underlying technology stack is operationally focused rather than AI-driven. It consists of a warehouse management system oriented toward order accuracy and accountability from inception to final-mile delivery, a digital payment capability launched in December 2024 through a strategic partnership with Chapa Financial Technologies, and an e-commerce reach expanded by an MOU with Ethio-Post signed December 9, 2024 for nationwide delivery coverage. The Besh Gebeya sub-brand is registered as a retail identity ("Besh" meaning abundance, "Gebeya" referring to traditional outdoor markets). The company also opened the first Black Lion Coffee shop inside its Ayat Besh Gebeya outlet, signaling intra-group retail integration with sister-company coffee operations.

The revenue model is transaction-based across all four service lines: coffee and agricultural export sales, import transaction fees and customs handling, wholesale FMCG and construction materials distribution on a transactional basis, and retail revenue through Besh Gebeya cash-and-carry outlets and online. Pricing is quote-based and not publicly disclosed. Customers span FMCG brands, retailers and wholesalers (B2B), individual consumers (B2C via Besh Gebeya), international traders and importers (US, EU, Middle East, Asia), industrial and manufacturing buyers, and smallholder farmers as suppliers. The company is registered as a Private Public Limited Company under Ethiopian law, holds no public ticker, and reports a stated headcount of 24 employees while operating a multi-city distribution and retail footprint.

Name

East African Trading House PLC

Legal name

East African Trading House PLC

Website

https://eastafricantradinghouse.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

East African Trading House PLC is an Ethiopian trading and distribution company that exports Ethiopian coffee and agricultural commodities, imports consumer goods, and distributes FMCG and construction materials through wholesale branches and the Besh Gebeya cash-and-carry retail brand. It serves FMCG brands, retailers, international importers, smallholder farmers, and consumers across Ethiopia and four global regions.

Ownership category

akta.pro rank

Product category

Wholesale Distribution and Trading

NAICS

Food and Beverage Retailers (445), Grain and Field Bean Merchant Wholesalers (42451)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Import/Export & Cross-Border Food Commodity Trading (AFAIAKAL)

akta.pro secondary industries

Coffee, Tea & Cocoa Trading/Wholesale (AFAIAKAD), Pulses & Legumes Trading/Wholesale (AFAIAKAG), Ethnic Groceries & Shelf-Stable Foods Wholesale (AFAIAIAA)

Keywords

• Wholesale distribution
• FMCG trading
• Coffee export
• Cash and carry retail
• Agricultural commodities

Headquarters

HQ city

Addis Ababa

HQ country

Ethiopia

HQ region

Africa

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales

Revenue model

1. Coffee Export: Export of premium Ethiopian coffee including Jimma, Limmu, Harrar, Teppi, Guji, Sidamo, Gimbi, and Yirgacheffe varieties sourced directly from local farmers
2. Agricultural Commodities Export: Export of oil seeds (sesame seeds, soybeans), pulses (white peas beans, green mungs) sourced directly from trusted local farmers to global markets including US, EU, Middle East, and Asia
3. Import Services: Import of food items, automobile spare parts, and stationery products from international suppliers. Handles customs clearance, documentation, and compliance for smooth international deliveries
4. Wholesale Distribution: Strategic bulk distribution of FMCG and construction materials through multiple branches serving retailers and businesses with competitive pricing and reliable logistics
5. Retail Operations: Besh Gebeya cash and carry retail outlets serving both wholesale clients and individual consumers. Dual service model catering to bulk purchasers and everyday shoppers

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

East African Trading House PLC is a trading and distribution company that exports premium Ethiopian coffee and agricultural commodities (sesame seeds, soybeans, white peas beans, green mungs) to global markets, imports food items, automobile spare parts, and stationery, and distributes FMCG and construction materials through wholesale branches and Besh Gebeya cash-and-carry retail outlets across Ethiopia. The company serves as the distribution arm of East African Holdings SC, formed in 2017 by merging 16 PLCs operating since 1998.

Product overview

East African Trading House PLC operates as a comprehensive trading and distribution company with a multi-service model. The company was established in 2017 by merging 16 PLCs operating since 1998, serving as the distribution arm of East African Holdings SC. The core product is Besh Gebeya, a cash-and-carry wholesale and retail brand operating outlets in Addis Ababa and Bahir Dar. The company provides four integrated service lines: export of premium Ethiopian coffee and agricultural commodities (soybeans, sesame seeds, white peas beans, green mung), import of food items, automobile spare parts, and stationery, wholesale distribution through multiple branches across Ethiopia, and retail operations through Besh Gebeya outlets. The company also distributes products from sister companies within the East African Holding group and maintains partnerships for digital payment (Chapa Financial Technologies) and e-commerce (Ethio-Post) capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Besh Gebeya: An authentic wholesale brand offering cash and carry services through premium one-stop shops. 'Besh' stands for abundance and 'Gebeya' refers to outdoor markets. Operates retail outlets in Addis Ababa and Bahir Dar.

Products and services

• Coffee Export Export of premium Ethiopian coffee varieties including Jimma, Limmu, Harrar, Teppi, Guji, Sidamo, Gimbi, and Yirgacheffe, sourced directly from local farmers and shipped to international markets in the US, EU, Middle East, and Asia.
• Agricultural Commodities Export Export of oil seeds (sesame seeds, soybeans) and pulses (white peas beans, green mungs) sourced directly from trusted local Ethiopian farmers and shipped to global markets including US, EU, Middle East, and Asia.
• Import Services Import of food items, automobile spare parts, and stationery products from international suppliers, with full handling of customs clearance, documentation, and compliance for smooth international deliveries into Ethiopia.
• Wholesale Distribution Strategic bulk distribution of FMCG and construction materials through 10+ branches across Ethiopia (including Bahir Dar, Dessie, Dire Dawa, Hawassa, and Shashemene), serving retailers and businesses with competitive pricing and reliable logistics. Includes 2 cement distribution warehouses.
• Besh Gebeya Retail Cash-and-carry retail brand ('Besh' meaning abundance, 'Gebeya' meaning market) operating premium one-stop shops in Addis Ababa and Bahir Dar, distributing FMCG including food, personal care, home care, and other goods to both wholesale clients and individual consumers. Includes an e-commerce storefront at beshgebeya.com.

Quantifiable outcome

• 29+ years of operational excellence in Ethiopian trading and distribution
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and supportive.

• Chapa Financial TechnologiescoreTechnology or Integration · 9 December 2024Strategic partnership to launch digital payment system for the FMCG industry. This landmark agreement enables East African Trading House to improve payment processing capabilities and enhance the landscape of fast-moving consumer goods industry through modern digital financial services.
• Ethio-PostcoreStrategic or Co-development Partner · 9 December 2024MOU signed for e-commerce collaboration leveraging Ethio-Post's distribution network for expanded reach. The partnership enables East African Trading House to tap into a vast distribution network that guarantees timely delivery across urban and rural areas, ensuring strategic benefits and market expansion.
• Alliance MicrofinancesupportiveStrategic or Co-development PartnerMicrofinance partner supporting smallholder farmers in the agricultural ecosystem. Partnership enables farmers to access microfinance resources to invest in their farms and improve livelihoods.
• Black Lion Coffee (Sister Company)coreStrategic or Co-development PartnerEast African Trading House opened the first Black Lion Coffee shop inside the Besh Gebeya outlet in Ayat. Operating as distribution wing for East African Agri-business products creating a platform for consumers to experience Black Lion coffee.
• Various FMCG BrandscoreChannel Partner/ Reseller/ DistributorPartnership with various brands attracted by Besh Gebeya's ability to reach millions of end customers through cash and carry stores. These partnerships create long-lasting distribution channels and established distribution network for the FMCG market.
• East African Agri Business (Sister Company)coreStrategic or Co-development PartnerSister company partnership for sustainable sourcing and distribution of agricultural products. East African Trading House promotes responsible consumption through partnership with eco-friendly brands.
• East African Holding SC (Parent Company)coreStrategic or Co-development PartnerEast African Trading House is a division of East African Holdings SC, formed by merging 16 PLCs. Parent company operates diverse sectors including FMCG manufacturing, agriculture, agro-processing, printing, packaging, logistics, real estate, cement, mining, and coffee operations.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Bakhresa Group: Tanzanian-headquartered conglomerate with flour milling, beverages, and food distribution across East Africa. Comparable diversified trading-distribution model though operating in different geographies and primarily focused on food manufacturing.
• Bidco Africa: East African FMCG manufacturer and distributor with operations spanning cooking oils, soaps, and edible oils across Kenya, Tanzania, Uganda, and Ethiopia. Comparable FMCG distribution footprint across East Africa though broader in manufacturing than EATH.

Direct peers

• Oromia Coffee Farmers Cooperative Union (OCFCU): Largest Ethiopian coffee cooperative union exporting premium Oromia-region coffees to international specialty buyers. Direct competitor in the single-origin Ethiopian coffee export market.
• Sidama Coffee Farmers Cooperative Union: Ethiopian coffee cooperative exporting Sidama-region specialty coffees to international buyers. Competes directly with EATH's premium coffee export business for specialty roaster customers.
• Kerchanshe Trading Company: One of Ethiopia's largest privately-held coffee exporters and commodity traders, exporting specialty and commercial-grade Ethiopian coffee globally. Most direct competitor to EATH's coffee export line given similar sourcing model, product mix, and geographic focus.
• Export Trading Group (ETG): Pan-African agribusiness conglomerate connecting smallholder farmers to global markets across multiple commodities including coffee, pulses, oilseeds, and grains. Highly comparable to EATH's integrated sourcing-trading-distribution model across Africa.
• Yirgacheffe Coffee Farmers Cooperative Union: Ethiopian coffee cooperative union exporting premium Yirgacheffe-grade specialty coffees globally. Competes with EATH for premium international buyers seeking traceable Ethiopian single-origin coffees.

Others

• Ethiopia Commodity Exchange (ECX): Government-established commodity exchange platform for trading Ethiopian coffee, sesame, and pulses. While not a direct competitor, ECX is the dominant marketplace where EATH's agricultural commodity exports are priced and partially transacted, making it an essential ecosystem counterpart.

Emerging players

• Wasoko (formerly Twiga Foods): Kenya-based B2B distribution platform connecting manufacturers to informal retailers via mobile ordering. Comparable digital wholesale-distribution model targeting African FMCG markets, though more technology-led than EATH's traditional infrastructure approach.
• MarketForce (formerly Sokowatch): B2B distribution platform serving informal retailers across multiple African countries with digital ordering, payments, and last-mile logistics. Comparable technology-enabled distribution motion to EATH's emerging Ethio-Post/Chapa partnership strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/beshgebeya
• LinkedInlinkedin.com/company/eathplc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about East African Trading House PLC