This cup shows one of the 25 photographs of the reportage Sebastião Salgado took in the Yrga Cheffe region in Ethiopia in late 2004. It was previewed at Artissima 2005, at the Lingotto in Turin.
Ethiopia is coffee’s country of origin, where today one of the finest Arabicas in the world is produced. As it does in other countries, here too illycaffè purchases its coffee at source, rather than via international markets, paying the growers a “sustainable” price, to guarantee them a fair income.
After Brazil and India, Ethiopia is the third leg on the In Principio journey, a project stemming from the collaboration between illycaffè and the great humanist Brazilian photographer, who share an idea of sustainable development and wish to use images to narrate the work and lands of coffee growers.
Salgado’s black and white images also travel, across various media: books, shows, cups and the 2005 publicity campaign.