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Heineken Ethiopia, in partnership with Addis Meter Taxi, the Addis Ababa Traffic Management Agency, and the Addis Ababa Traffic Police, has deployed 50 taxis across the city tagged with a powerful public safety message: “When You Drink, You Don’t Drive.”

The initiative, which spans six months, is expected to reach over two million residents daily, targeting behavioral change at scale. The campaign comes at a time when traffic-related fatalities and alcohol-induced accidents remain a pressing public concern in Ethiopia’s rapidly growing urban centers.

“As a company, we take our responsibility seriously to ensure this message is not only heard but remembered,” said Bart De Keninck, Managing Director of Heineken Ethiopia. “Driving under the influence isn’t just dangerous, it’s deadly. When someone is drunk, they can’t think clearly, and the consequences can be irreversible.”

The initiative extends beyond the city’s streets. In a parallel campaign targeting youth, Heineken has launched an awareness program across 11 Ethiopian universities, educating students under the theme “No for Drinking.” The program emphasizes that alcohol consumption is not appropriate for those under 21, aiming to foster early awareness and responsible behavior.

“This isn’t about promoting our brand, our name isn’t even visible on the taxis,” explained Fekadu Beshah, External Relations and Sustainability Manager at Heineken. “It’s about standing up and taking responsibility as a corporate citizen.”


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A newly released 22-year economic assessment by the Ethiopian Economics Association (EEA) has revealed that Ethiopia’s total public debt has surged to USD 62.5 billion, triggering renewed concerns over fiscal sustainability and the country’s broader economic trajectory. The report, which comprehensively reviews the nation’s economic performance and governance from 2001 to 2023, delivers a stark warning about the consequences of weak macroeconomic management, civil conflict, and slowing growth.

The 2025 edition of the assessment marks a turning point in methodology and depth, employing standardized and rigorous analytical tools to examine sectoral performance with greater consistency than previous editions. According to the findings, Ethiopia’s economic expansion has slowed considerably since 2016. Both gross domestic product (GDP) and GDP per capita have declined, signaling a reversal from the high-growth period of the 2000s and early 2010s. Inflation has accelerated during the same period, eroding purchasing power and weakening macroeconomic stability. Investment activity has also contracted, while the country’s productive capacity, which expanded until 2019, has since plateaued—limiting opportunities to enhance output and improve livelihoods.

The agricultural sector, historically the backbone of Ethiopia’s economy, has seen a steady decline in its share of GDP, particularly after 2004/05, as the service sector gained prominence. Despite its critical importance, fertilizer usage in the country remains far below international standards, and only 7.8 percent of total loans issued over the past two decades have supported agriculture. The consequences of this underinvestment have become evident in the nation’s food security. From 2020 to 2022, more than 21 percent of Ethiopians experienced food insecurity, with rural communities bearing the greatest burden.

The report also paints a grim picture of the manufacturing sector. In 2023, industrial output accounted for only 4.48 percent of GDP—well below the global average of 12.33 percent. Its contribution to employment was equally modest, at just 6.47 percent. Although import substitution efforts have yielded limited results, progress remains constrained by persistent shortages of raw materials and unreliable utility services. The report notes that challenges in electricity and water supply continue to limit productivity.

Ethiopia’s financial sector, described as shallow and underdeveloped, is struggling to support structural transformation. Credit allocation remains skewed toward non-productive areas, with key sectors like agriculture and industry often bypassed. While financial inclusion has improved overall, significant disparities remain between urban and rural populations, as well as between men and women.

On the fiscal side, government revenues have grown by over 200 percent in nominal terms between 2002 and 2022. However, these gains have been offset by rising inflation, which has reduced the real value of public spending. The country’s debt burden now equates to USD 575.6 per capita. With high levels of debt stress and an underperforming export sector, the report urges the government to improve revenue mobilization and expand foreign currency earnings.

Poverty trends also reveal troubling setbacks. Although the poverty rate dropped from 30.9 percent in 2018/19 to 26.1 percent in 2021/22, it remains higher than the 24 percent recorded in 2015/16. The poorest households have experienced the sharpest decline in living standards, worsened by inflation and recurring conflict.

Governance issues are another central concern. Since 2020, the report observes a deterioration in public trust and governance, contributing to increased unpredictability, internal conflict, and weak economic oversight. The erosion of investor confidence, rising unemployment, and stagnation in growth are all linked to prolonged instability and institutional weakness.

To address these challenges, the EEA emphasizes the need for consistent, prudent, and well-coordinated development policies. It advocates for stronger governance systems, renewed efforts to restore investor confidence, and the integration of peace-building initiatives into national development planning. In particular, the report recommends reallocating public spending towards long-term capital investment, broadening the tax base in a non-inflationary manner, and designing more inclusive financial policies.


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Heineken Ethiopia, in partnership with Mahibere Hiwot for Social Development (MSD), officially handed over a new ETB 33 million animal fattening and food processing project today. The initiative is designed to uplift impoverished households in Kilinto and Koye Fetche through sustainable, livestock-based, and small-business income generation schemes.

Targeting 75 households—30 in Kilinto and 45 in Koye Fetche—the project aims to bolster grassroots livelihoods by integrating communities into profitable agricultural value chains. Beneficiaries will engage in animal fattening, dairy production, poultry farming, and small-scale agribusinesses, sectors that remain essential for local food security and economic resilience.

Speaking at the launch ceremony, Heineken Ethiopia’s Managing Director, Bart De Keninck emphasized the transformative impact of livestock farming on rural and peri-urban communities. They pledged continued support through technical training, market linkages, and sustainable management practices to ensure the project’s long-term success.

The multi-pronged initiative provides selected households with livestock, feed, veterinary services, training in food processing, and business development skills. It places a strong emphasis on empowering women, female-headed households, and people with disabilities, identified through a collaborative selection process involving Heineken, MSD, community members, and local government representatives.

Beyond economic upliftment, the project seeks to strengthen social cohesion and nurture local entrepreneurship, with Heineken pledging continued support through technical capacity building, market linkages, and the promotion of sustainable farming practices.

 




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