World Economic Forum recognition for Diageo Ethiopia’s Sourcing for Growth programme


Barley Farming in Africa

Meta Abo is our brewery in Ethiopia which recently celebrated its 50th birthday.

It has just won the New Vision for Development Award from the World Economic Forum (WEF) for its local raw material sourcing programme – Sourcing For Growth (S4G).

This is a programme designed to strengthen Diageo Ethiopia’s supply chain by replacing imported agricultural raw materials with locally produced ones, and improving local smallholders’ income and wellbeing.

S4G has been running since 2013 and now works with 6400 smallholder farmers (having started out with just 800). Since inception the productivity volumes of the small holder farmers have grown from 150 tons to 8000 tons and we have we pioneered using sorghum as an input to produce a unique and popular beer in northern Ethiopia. Using the learnings from our local barley experience we have developed a new sorghum supply chain.

Meta partners directly with smallholder farmers whilst also providing a comprehensive package of support and inputs to farming processes, including chemicals, improved seed, access to credit, training, a purchase contract, mechanization, in some areas, and crop insurance.

We are delighted to see such an important and valuable project working in the heart of the Ethiopian communities in which we operate recognised by WEF.

For more information on the WEFs New Vision for Development initative go to