The Keffa Zone is the place where the fabled goatherder first observed caffeinated goats eating coffee cherries. It is also the location of the Bitta farm, where harvested ripe cherries are carefully sorted, depulped, fermented, washed and then dried on raised beds. Owner, Mahabub Awol, also learned the export business working alongside his father for the last 25 years, which gave him the experience he needed to establish his own export company called Adulina Coffee. In addition to Bitta Farm and several washing stations located throughout Ethiopia, Adulina Coffee has its own dry mill operation, which ensures traceability and quality control through to exporting. Recent changes in the Ethiopian export rules have opened new opportunities to develop more direct relationships and focus on sourcing specialty coffee and using earnings to have a social impact. Adulina Coffee has invested earnings in school construction, potable water projects and employees a fulltime agronomist to help producers with quality, productivity and intercropping.