From Tradition to Shelf: a Practical Marketing Strategy for Packaged Ethiopian Foods.

Zoe Kitchen is a small, Ethiopian family business that specializes in packaging traditional food ingredients and offering catering services for cultural events. While the business has earned local appreciation for its authentic products, it lacks a well-structured marketing strategy to support its growth. This thesis presents a comprehensive marketing plan that keeps cultural authenticity with modern tools, aiming to help Zoe Kitchen expand its visibility, customer engagement, and income. This paper focuses on four main areas: building a clear brand identity, improving the in-store experience, developing a digital presence through social media: Instagram and Facebook and forming partnerships with local restaurants. Drawing on real observations, customer feedback, and relevant marketing theory, this study outlines practical steps that Zoe Kitchen can take to grow without losing its cultural essence. Ultimately, the thesis offers a roadmap that’s both rooted in tradition and ready for the modern marketplace.