Preserving Ethiopian Heritage and Empowering Communities
Founded in 2020, SELO Craft Tella is a dedicated social brewery that has embarked on a mission to revitalize the Tella micro industry in Ethiopia. With a passion for Tella and a vision for socioeconomic change, the company made its mark by opening an inaugural branch in Bole, surprising many with the concept of a Tella Bet in such a location.
Tella, a cherished Ethiopian alcoholic beverage, carries deep historical and cultural significance. Crafted from fermented grains like barley or wheat, Tella offers a distinct taste profile that ranges from sweet to sour, delighting those who appreciate its refreshing qualities.
From everyday gatherings to traditional celebrations and religious or family-related occasions, Tella has long been an integral part of Ethiopian culture. In recent times, however, the legitimate status of Tella has been diminishing as mass-produced beer and imported liquors have gained prominence. This shift has endangered the microbreweries that have faithfully preserved Tella production techniques for generations.
Recognising the economic potential of Tella, particularly for single mothers, SELO Craft Tella aims to address the challenges faced by these resilient entrepreneurs. Many struggle to maintain sustainable earnings due to the prevailing perception of Tella as a “cheap” commodity and its association with a lower socioeconomic status. This unfortunate belief often leads brewers to compromise on quality in order to keep prices low.
By adhering to a 100% locally sourced and handmade production process, SELO Craft Tella ensures affordability and replicability, promoting sustainable practices, collaborating with local craftsmen and farmers to establish a mutually beneficial ecosystem.
SeloEthiopia@gmail.com
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