Founder & CEO, Lovegrass Ethiopia
Yonas Admasu was born in 1968 into a rural farming family in northern Ethiopia. He graduated with a BSc in Electrical and Electronics Engineering from the University of Greenwich in London in 1996, after which he began his first job as an engineer—working on mobile technology at Chase Electronics. Thereafter, he continued his studies and received his master’s degree with distinction in Business and Information Technology in 2001.
As Yonas had always wanted to work in the banking and finance sector, he pursued further trainings in financial risk management and quantitative finance—becoming certified as a Financial Risk Manager (FRM) from the Global Association of Risk Professionals (GARP) in 2004. This paved his career towards working as a Support Analyst at the interest rate derivatives desk of the global banking giant BNP Paribas. He then proceeded to join the world-renowned investment banks JP Morgan and Credit Suisse, ascending to Vice President (VP) of the emerging markets division of the latter in 2013.
After having built a career that many would envy, Yonas decided to return home to start a health-food processing facility in 2015. Although this had always been a dream, his decision was triggered by an encounter that he had with teff products at a supermarket in Britain which were clearly not of Ethiopian origin.