ADDIS ABABA- A Norwegian business woman has urged fellow investors to seize business opportunities in Ethiopia sooner rather than later.
Balmland Trading PLC Founder and General Manager Marita Hammer said that Ethiopia offers a lucrative goldmine of opportunities due to its abundant resources, favorable business environment, and a market poised for growth.
Speaking to The Ethiopian Herald, she stated that Ethiopia is on the brink of attracting a wave of investors. “Now is the time to invest in Ethiopia. The potential is immense, and it’s better to act sooner rather than later,” she said.
Hammer embarked on her entrepreneurial journey in Ethiopia two years ago, sourcing natural products from pastoralist communities, particularly in the Borena area.
Today, Hammer’s company produces a variety of unique products, including incense, resin, gum, myrrh, and wellness items, which are distributed to supermarkets across Addis Ababa. These products are valued for their significance in religious ceremonies, medical treatments, and beauty applications, she noted.
“People are surprised by my products because they are traditional and are gaining attention from Ethiopians,” Hammer said.
Despite challenges such as packaging issues, she has introduced innovative techniques using recycled materials, aligning her business with sustainable practices.
In addition to her product offerings, she is passionate about fostering a green economy. Her initiatives focus on creating inclusive platforms that bring together social entrepreneurs, climate activists, and women business owners committed to sustainability.
Currently, she is collaborating with the Gada Special Economic Zone and various government institutions to explore ways to scale up her business.
According to Hammer, her company’s products are deeply connected to Ethiopia’s pastoralist communities, where a tradition of sustainable harvesting has been practiced for generations.
She plans to expand her business into other pastoralist regions, including Afar, Somali, and northern Ethiopia, particularly Wollo, in the near future. “My vision is clear-promoting environmental stewardship and community well-being,” Hammer expressed.
BY MISGANAW ASNAKE
THE ETHIOPIAN HERALD FRIDAY 28 MARCH 2025
