From outset, the Great Abyssinia P.L.C strategic approach was slow and deliberate horizontal expansion. This strategy needs careful identification of the sectors for expansion. Informed with the opportunities of the speedy per capital income growth and an emerging middle class in Ethiopia, the Great Abyssinia selected the consumer goods market to make its mark.
Apart from its seed business, Abyssinia Coffee, which focused on processing, exporting and enhancing the cupping experience in Ethiopian coffee, it carefully selected Carbonated Soft Drinks, Bottled Water, Juice Drink Beverages and Tissue paper lines for expansion. Today, the Great Abyssinia enjoys a large market share all of these consumer goods markets; and it is still striving to meet the largely unsatisfied potential market for consumer products.