Members

Meet the Steering Committee

The Equal Trade Alliance Steering Committee is composed of a diverse group of leaders, each bringing their unique expertise and dedication to the mission of transforming Africa’s trade systems. Representing sectors such as academia, private enterprise, civil society, media, and more, the members of the Steering Committee work collaboratively to drive equitable and sustainable trade practices across Africa and the Global South.

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Max Koffi

Founder, Equal Trade Alliance & International Coordinator of the Equal Trade Steering Committee

Max Koffi

Founder, Equal Trade Alliance & International Coordinator of the Equal Trade Steering Committee

Max Koffi is a visionary leader, advocate for economic justice, and the driving force behind the Equal Trade Alliance. With a background in intercultural communication and development, Max has dedicated his career to creating equitable opportunities for Africa in the global trade arena. His work centers on challenging exploitative trade practices, promoting fair revenue distribution, and fostering sustainable economic growth for African nations.

As the Founder of the Equal Trade Alliance, Max initiated the movement to reform the trade system impacting Africa’s resources. He recognized the need for an alternative economic model that would empower African producers and eliminate the traditional buyer-supplier relationship that limits their potential. Under his leadership, the alliance has developed the Equal Trade Certification — a revolutionary model that ensures fair revenue-sharing across the entire value chain, from raw material production to finished goods.

In his role as International Coordinator of the Equal Trade Steering Committee, Max plays a pivotal role in mobilizing a diverse coalition of leaders, including academics, media professionals, private sector representatives, and civil society organizations. Through his strategic vision, he brings together stakeholders across Africa, Europe, and the Global South to advocate for equal trade practices and advance the alliance’s mission on a global scale.

Beyond his role with the Equal Trade Alliance, Max is recognized for his commitment to empowering African voices in international platforms and bridging intercultural divides. His contributions have inspired a new generation of African leaders, activists, and entrepreneurs to pursue systemic change in global trade.

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Mr.Yonas Woldesemayat Dejene

National Coordinator

Ato Yonas Woldesemayat Dejene

National Coordinator

Ato Yonas Woldesemayat Dejene brings over 33 years of experience in leading and managing development programs at local, national, and international levels, with extensive work in Ethiopia, Somaliland, and Sudan. His expertise spans a broad range of functions, including Financial Management, Humanitarian Supply Chain Management, Human Resource Management, IT, Security, and Fundraising within various international NGOs and UN organizations.

Yonas is recognized for his empowering and results-driven leadership, with a strong focus on strategic planning, program development, policy research, and advocacy. He has been instrumental in community mobilization, emergency management, and partnership building, known for his humanitarian commitment and voluntary contributions to social causes.

In addition to his current role as National Coordinator for the Equal Trade Alliance, Yonas has held leadership positions in several organizations, including as the founder and Vice President of the Ethiopian Professional Association Alliance (EPAA), and President of the Ethiopian Road Safety Association. He has also served as a lecturer and researcher at Addis Ababa University.

Role in the Steering Committee:

As National Coordinator, Yonas plays a pivotal role in guiding the strategic operations of the Equal Trade Alliance within Ethiopia, working to coordinate efforts between stakeholders and ensure the successful implementation of the Equal Trade model.

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Dr. Gezahegn Kebede Gebrehana

Chairperson of the Steering Committee

Dr. Gezahegn Kebede Gebrehana

Chairperson of the Steering Committee

Dr. Gezahegn Kebede is an economist with over 30 years of senior leadership experience in Ethiopia and across Africa, having worked in the public and non-profit sectors as well as bilateral and multilateral institutions. He holds a Master’s degree in Development Economics and a PhD in Public Policy and Administration, with a specialization in Terrorism, Conflict Management, Mediation, and Peace.

Dr. Gezahegn has held prominent roles in several international organizations, including serving as Regional Director for East and Southern Africa at Plan International, Deputy Director of the Scholars Program at The MasterCard Foundation, and Africa Director at ACT Alliance. He has also served as the Country Director of Oxfam Great Britain in Ethiopia, Somalia, and Kenya.

In Ethiopia’s government, Dr. Gezahegn held senior positions in the Ministry of Planning & Development and the Ministry of Trade, as well as leadership roles at the Ethiopian Insurance Corporation and the Agricultural Marketing Corporation.

For the past six years, Dr. Gezahegn has been Country Director for Oxfam International in Ethiopia, where he contributed to global advocacy on rights issues, humanitarian aid, and development interventions.

He also played a critical role in the Ethiopian Civil Society Council, promoting excellence and accountability in the sector.

Dr. Gezahegn's involvement in equitable trade began in the early 2000s when he led Oxfam’s global Fair Trade Campaign from Ethiopia. He has authored several papers on food security, civil society engagement, youth empowerment, and conflict management.

Role in the Steering Committee:

As Chairman, Dr. Gezahegn provides strategic leadership and oversight, ensuring the Steering Committee’s efforts align with its mission to promote equitable trade practices and sustainable development across Africa.

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Professor Mengistu Ketema

Deputy Chairperson

Professor Mengistu Ketema

Deputy Chairperson

Professor Mengistu Ketema is a highly respected scholar in Agricultural and Resource Economics and currently serves as the CEO of the Ethiopian Economics Association (EEA). He holds a BSc and MSc in Agricultural Economics from Haramaya University and earned his PhD in Agricultural Economics from Justus-Liebig University of Giessen, Germany, in 2010.

With a career spanning over 18 years at Haramaya University, Professor Mengistu has made significant contributions in teaching, research, and project coordination. He has served as the Director for Research Extension and Publication at Haramaya University for more than seven years, and his extensive academic portfolio includes over 90 journal articles, 25 conference proceedings, and five book chapters.

In addition to his role at the EEA, which he has held since 2020, Professor Mengistu is an Executive Board member of the Ethiopian Professional Associations Alliance and a Steering Committee member of the Network of Ethiopian Policy Analysis and Research in Agriculture and Food Systems (NET-PARAF).

Role in the Steering Committee:

As Vice-Chairman, Professor Mengistu provides strategic oversight and supports the Chairman in guiding the overall direction of the Steering Committee. His leadership ensures that the committee’s efforts are aligned with its mission to advance equitable trade and sustainable development across Africa.

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Ms. Mesenbet Shenkute

Ms. Mesenbet Shenkute

Head of Private Sector Alliance

Ms. Mesenbet Shenkute

Head of Private Sector Alliance

Mesenbet Shenkute is a highly accomplished banker and the President of the Addis Ababa Chamber of Commerce and Sectoral Association, making her the first woman to lead the organization in its 75-year history. With over two decades of experience in the banking industry, she has played a pivotal role in transforming institutions such as the Development Bank of Ethiopia and Abay Bank, where she served as President, pioneering innovations like online banking and customer-centric service models.

As the founder of New Dimension Management Consultancy, Mesenbet continues to support aspiring businesses by guiding them through the complexities of investment in Ethiopia. Her consultancy focuses on turning projects into profitable ventures by offering services such as needs assessment, market research, and strategic management advice.

Mesenbet is also a board member of various institutions, including Amhara Bank, Ethiopian Space Science Society, and the Ethiopian Quality Award. She holds a BA from Addis Ababa University in Management and Public Administration, an MBA from the Open University of London, and is pursuing her PhD.

Role in the Steering Committee:

As Head of the Private Sector Alliance, Mesenbet will strengthen strategic engagement between the private sector and national, regional, and international structures. She aims to promote equitable economic models across Africa, ensuring that the private sector plays a key role in driving sustainable development and disaster risk reduction.

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Ayalew Zegeye Asfaw

Strategic Advisor for Public Relations

Ayalew Zegeye Asfaw

Strategic Advisor for Public Relations

Ayalew Zegeye Asfaw is the Founder and Executive Director of Dialogue Ethiopia, a think tank dedicated to fostering dialogue and discourse in Ethiopia. With an MBA from Katholieke Universiteit Leuven, Belgium, Ayalew has a distinguished career that spans academia, consulting, and leadership across various sectors.

Ayalew began his career as a Lecturer at Addis Ababa University, contributing to research and academic leadership for over a decade. He later transitioned to the Friedrich Ebert Stiftung of Germany as a project manager, and in 2000, he founded AMDAMU Management Consultancy, providing advisory services to governments, private companies, and international organizations, including the African Union and the United Nations.

His leadership roles include serving as Assistant Dean of the Faculty of Business and Economics at Addis Ababa University, President of the Addis Ababa Chamber of Commerce, and a member of the Board of Ethiopian Airlines. He was also the founding president of the Ethiopian Institute of Corporate Governance and Board Chair of the Addis Africa International Convention and Exhibition Centre.

 

Role in the Steering Committee:


As Strategic Advisor for Public Relations, Ayalew brings his extensive experience to promote the vision of the Equal Trade Alliance. He is committed to advocating for African interests and working with Pan-African leaders to create a fair and equitable trading environment for Africa within global value chains.

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Dr. Nigussu Legesse

Dr. Nigussu Legesse

Head of Civil Society Alliance

Dr. Nigussu Legesse

Head of Civil Society Alliance

Dr. Nigussu Legesse is the Executive Director of the Consortium of Christian Relief and Development Association (CCRDA), a leading not-for-profit organization in Ethiopia, bringing together over 470 NGOs, CSOs, FBOs, CBOs, and professional associations engaged in long-term development, relief, rehabilitation, advocacy, and human rights work. The organization envisions a poverty-free Ethiopia with a strong civil society and social justice for all.

In addition to his leadership at CCRDA, Dr. Nigussu holds several influential roles, including:

  • President of the Ethiopian Civil Society Organisations’ Council.
  • Vice Chairperson of the Country Coordinating Mechanism (CCM) of the Global Fund.
  • Board Member of the Authority for Civil Society Organization (ACSO).
  • Chairperson of the Eastern Africa National Network of AIDS Service Organisations (EANNASO).
  • Member of the Standing Committee of ECOSOCC at the African Union (AU), where he chairs the Rural Economy and Agricultural Development Cluster.
  • Commissioner for Climate Justice and Sustainable Development at the World Council of Churches (WCC).

Prior to his current roles, Dr. Nigussu served as Executive Secretary for Africa at the World Council of Churches (WCC) in Geneva for over 10 years, and as Commissioner of the Development and Inter-Church Commission (DICAC) of the Ethiopian Orthodox Church. He also worked for UNDP in Mozambique and Ethiopia.

Role in the Steering Committee:

As Head of the Civil Society Alliance, Dr. Nigussu leads efforts to engage civil society organizations in advocating for equitable trade practices. His focus is on mobilizing grassroots support and ensuring that civil society plays a central role in the Equal Trade movement.

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Head of Women Alliance

Ms. Engedaye Eshete

Head of Women Alliance

Ms. Engedaye Eshete

Head of Women Alliance

Ms. Engedaye Eshete is a prominent leader in the field of women's empowerment and entrepreneurship, with 26 years of experience in leadership, investment promotion, training, and event management. She holds a Diploma in Law and a Bachelor's Degree in Business and Economics.

Currently, Ms. Engedaye serves as the President of the Ethiopian Women Entrepreneurs Association and the IGAD Women Entrepreneurs Association, playing a pivotal role in advancing women's economic participation across the region. She is also the Chairperson of the African Women Leaders Network (AWLN), where she actively promotes leadership and empowerment for women in Africa.

Ms. Engedaye is highly regarded for her expertise in motivational speaking, event management, and her ability to inspire through leadership and advocacy. Her work focuses on empowering women entrepreneurs and fostering an environment where women can thrive in leadership roles.

Role in the Steering Committee:

As Head of the Women Alliance, Ms. Engedaye leads initiatives to promote gender equality within the Equal Trade movement. Her focus is on empowering women to take on central roles in economic development, ensuring women benefit equitably from trade reforms and economic opportunities across Africa.

 

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Professor Mammo Muchie

Head of Academic Alliance

Professor Mammo Muchie

Head of Academic Alliance

Professor Mammo Muchie is a distinguished scholar and the DST-NRF SARChI Chair Rated Research Professor in Innovation Studies at the Tshwane University of Technology, South Africa. He holds an undergraduate degree from Columbia University, USA, and completed his MPhil and DPhil in Science, Technology, and Innovation for Development at the University of Sussex, UK.

Professor Muchie has contributed significantly to the fields of innovation, science, and technology, holding numerous academic positions globally, including at the University of Oxford, Bahir Dar University, and the University of Rwanda. His work spans across continents, having lectured in Europe, Africa, Asia, and the USA. He is a fellow of the South African Academy of Sciences, the African Academy of Sciences, and the African Science Institute.

As a prolific author, Professor Muchie has published over 475 works, including books and articles, and is the founder and chief editor of the African Journal on Science, Technology, Innovation, and Development. He has received numerous awards for his contributions to science, engineering, technology, and innovation.

Role in the Steering Committee:

As Head of the Academic Alliance, Professor Muchie leads efforts to foster collaboration between academic institutions and the Equal Trade Alliance. His focus is on advancing research and innovation that supports sustainable and equitable trade practices in Africa.

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Mackonen Michael

Mackonen Michael

Head of Media Professionals Alliance

Mackonen Michael

Head of Media Professionals Alliance

Mackonen Michael is a seasoned Ethiopian-British public relations expert, broadcaster, and freelance producer/reporter for BBC World Service. With over two decades of experience in media and communication, he has earned recognition for his work both in radio and visual media. Mackonen holds a BA in Communication and Cultural Studies from Middlesex University and a Master’s degree in African Studies from the University of London. His postgraduate dissertation, Ethnicity and Nationalism in African Context, was published by Cambridge University Press in 2008.

Mackonen is a recipient of the prestigious BAFTA BBC Skill Set Millennium Award for his radio project Bridging the Gap, which highlighted the lives of African immigrants in the UK. His career includes producing and presenting several notable programs for BBC World Service, such as Shakespeare in Amharic and Mulatu: Father of Ethio Jazz. He has also created award-winning documentary films, including Heaven and Earth, which won Best Foreign Documentary at the Venice Film Festival in 2018.

In addition to his broadcasting work, Mackonen has taught communication and media production, offering professional training for corporate firms in Ethiopia and across Africa. In 2019, he was awarded an honorary doctorate from Ibadan Stay Up University of Aviation for his contributions to art, communication, and journalism.

Role in the Steering Committee:

As Head of the Media Professionals Alliance, Mackonen Michael leads efforts to raise awareness about the Equal Trade Alliance through media outreach and public relations. He focuses on ensuring that the message of equitable trade reaches a global audience.

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Eyob Woldehana

Head of Diaspora Alliance

Eyob Woldehana

Head of Diaspora Alliance

Eyob Woldehana is a Senior Technology Consultant with over 15 years of experience supporting U.S. government agencies. He is currently contracted with the Federal Aviation Administration (FAA) in Washington, DC. His expertise encompasses business process improvement, system design, database development, accounting, financial analysis, and data analysis. Eyob is passionate about optimizing data management systems and developing innovative strategies to enhance decision-making.

In 2023, he was honored with the Innovator Award for designing and implementing a solution that transformed legacy processes in the FAA program office. He has led impactful projects, including the FAA Program Office Budget Execution Portal and the End-of-Year Virtual Budget Execution Room.

Before working in the U.S., Eyob held a pivotal role at Ethiopian Airlines, where he developed key systems still in use today, such as the Statistical Data Management System (SDMS) and the Profit and Loss by Route Report Generating System. He also contributed to significant studies, including the Boeing vs. Airbus acquisition decision study.

As the founder of Ethio Diaspora Hub, Eyob actively supports the Ethiopian diaspora community worldwide. His work includes authoring educational books for diaspora children and co-owning Abeba Business Solutions, an information technology consulting firm that is minority- and woman-owned.

Role in the Steering Committee:

As Head of the Diaspora Alliance, Eyob mobilizes the African diaspora to contribute resources, ideas, and support to the Equal Trade Initiative. His focus is on fostering collaboration, leveraging diaspora resources, and promoting equitable trade and sustainable development.

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Kibret Abebe Tuffa

Kibret Abebe Tuffa

Head of Social Enterprises Alliance

Kibret Abebe Tuffa

Head of Social Enterprises Alliance

Kibret Abebe Tuffa is the founder of Tebita Ambulance, Ethiopia’s first private ambulance service, and a pioneer in the country's emergency medical care sector. With a background as a trained anesthetist, Kibret founded Tebita after witnessing firsthand the dire need for urgent care on the streets of Addis Ababa, where government ambulance services could not meet the growing demand. His innovative solution has saved countless lives and has been a catalyst for change in Ethiopia’s healthcare system.

In addition to his work with Tebita, Kibret is the President of Social Enterprise Ethiopia (SEE) and serves on various boards, including the Addis Ababa Chamber of Commerce and Sectoral Association (AACCSA) and the Ethiopia Job Creation Commission Advisory Board. He is also a member of global initiatives such as the Global Steering Group for Impact (GSG) Ethiopian Task Force, Catalyst 2030 Ethiopian Chapter, and Forward Africa Ethiopian Chapter.

Kibret is a 2015 Acumen East Africa Fellow, and his contributions to the social enterprise ecosystem have garnered both national and international recognition. He has received three prestigious awards from the Ethiopian Government’s Federal Ministry of Health: Hero of Health, Ambassador of Social Service, and Extraordinary Achievement in Emergency Medical Service (EMS).

Role in the Steering Committee:

As Head of the Social Enterprises Alliance, Kibret is committed to mobilizing Ethiopia's social enterprise ecosystem to support the Equal Trade Initiative. His efforts focus on fostering innovative, impact-driven enterprises that promote equitable trade and sustainable development.

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Mr. Bhavesh Nemchand Chandaria

Head of Global South Partnerships

Mackonen Michael

Head of Global South Partnerships

Mr. Bhavesh Nemchand Chandaria is a seasoned corporate leader with 24 years of senior leadership experience in Human Resources, Organizational Development, Training, Talent Management, and Sales. He has held roles in both the corporate and academic sectors, serving as Dean of an MBA Institute and guiding corporate leaders through training and development.

Currently the Executive Director and Business Head at Ethiopian Steel PLC (SAFAL Group), Mr. Bhavesh has made significant contributions to Africa’s quest for industrialization and self-reliance. He has worked across geographies, including the UK, India, Kenya, Tanzania, Rwanda, South Africa, Uganda, Malawi, and Ethiopia, making a global impact in leadership development and corporate excellence.

Mr. Bhavesh has facilitated over 300 workshops internationally, specializing in leadership development for corporate leaders and youth. As an empanelled facilitator, keynote speaker, and coach, he has contributed to international conferences in the USA, India, South Africa, Kenya, and beyond. His work as an assessor includes serving as a jury member for the Corporate Excellence Awards for the Confederation of Indian Industry and the Kenya Association of Manufacturers.

Mr. Bhavesh holds an MBA and is currently pursuing a PhD in Leadership. He is an active member of several professional and volunteer organizations worldwide.

 Role in the Steering Committee: 

As Head of Global South Partnerships, Mr. Bhavesh is responsible for fostering collaboration with nations across the Global South, promoting equitable trade practices, and advancing the goals of the Equal Trade Alliance through strategic partnerships.

 

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Mr.Kebour Ghenna

Head of PAN African Alliance
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Mr.Fuad Gena

Head of Youth Alliance

Mr.Fuad Gena

Head of Youth Alliance

The Ethiopian Youth Council together with the Ministry of Women and Social Affairs and the Institute of Foreign Affairs held a high-level dialogue on "Bridging Borders for Advancing Regioal integration" in Addis Ababa, Ethiopia.
The contribution of the President of the Council, Fuad Gena, to the effectiveness of the work done by the Ethiopian Youth Council is significant. So we should encourage him.
On behalf of our organization, we would like to thank the Ethiopian Youth Council for inviting us to attend this historic and successful event.
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