Samson Geda (Sami)
Samson Geda, widely known as Sami, is a seasoned coffee and hospitality professional with over 15 years of
experience in the industry. He has worked with globally recognized brands such as Starbucks, Leopold’s of
London, Bateel International, and Jones the Grocer in the United Arab Emirates, gaining a deep and diverse
expertise in specialty coffee and customer experience.
Throughout his career, Sami has demonstrated exceptional skill and leadership, earning the role of Bar
Manager and Barista Trainer at the Hyatt Regency Addis Ababa, where he served for three years. His talent was
recognized through victories in the Ethiopian Barista Championship in both 2018 and 2023. Additionally, he has
served twice as a judge at the Ethiopian Barista Competition, further solidifying his standing within the coffee
community.
Following his tenure at Hyatt, Sami worked as a recipe developer for Ethiopian Airlines finally he launched his
own consultancy firm, offering training and strategic guidance to coffee businesses. He later joined the Coffee
Training Centre (CTC) under UNIDO Illy Cafe, by Italian Government Support at Ethiopian Coffee and Tea
Authority, as a Professional Barista and Cupping Trainer, where he continues to play a key role in training and
quality assurance.
Sami has been Graduated in Computer Science software engineering and Leadership as his first Degree also he
earned more than ten international certificate’s in Coffee.
Currently he is in Italy, advancing his academic and practical expertise by pursuing a Master’s degree in Coffee
Science and Economics.
His international exposure and academic pursuit reflect his commitment to staying at the forefront of
innovation and sustainability in the coffee sector.
Sami’s vision is rooted in empowering the next generation of coffee professionals, supporting farmers, advising
private enterprises, and collaborating with government institutions and NGOs. His mission is to share his
knowledge and elevate the standards of coffee production, training, and service on both a local and global
scale. Samson Geda (Sami) – Coffee Professional | Barista Trainer | Consultant
Samson Geda, widely known as Sami, is a seasoned coffee and hospitality professional with over 15 years of
experience in the industry. He has worked with globally recognized brands such as Starbucks, Leopold’s of
London, Bateel International, and Jones the Grocer in the United Arab Emirates, gaining a deep and diverse
expertise in specialty coffee and customer experience.
Throughout his career, Sami has demonstrated exceptional skill and leadership, earning the role of Bar
Manager and Barista Trainer at the Hyatt Regency Addis Ababa, where he served for three years. His talent was
recognized through victories in the Ethiopian Barista Championship in both 2018 and 2023. Additionally, he has
served twice as a judge at the Ethiopian Barista Competition, further solidifying his standing within the coffee
community.
Following his tenure at Hyatt, Sami worked as a recipe developer for Ethiopian Airlines finally he launched his
own consultancy firm, offering training and strategic guidance to coffee businesses. He later joined the Coffee
Training Centre (CTC) under UNIDO Illy Cafe, by Italian Government Support at Ethiopian Coffee and Tea
Authority, as a Professional Barista and Cupping Trainer, where he continues to play a key role in training and
quality assurance.
Sami has been Graduated in Computer Science software engineering and Leadership as his first Degree also he
earned more than ten international certeficates in Coffee.
Currently he is in Italy, advancing his academic and practical expertise by pursuing a Master’s degree in Coffee
Science and Economics.
His international exposure and academic pursuit reflect his commitment to staying at the forefront of
innovation and sustainability in the coffee sector.
Sami’s vision is rooted in empowering the next generation of coffee professionals, supporting farmers, advising
private enterprises, and collaborating with government institutions and NGOs.
His mission is to share his knowledge and elevate the standards of coffee production, training, and service on
both a local and global scale.