Sookoo Coffee, founded in 2017 by Ture Waji, is a key player in the Guji region, known for its naturally processed coffee and commitment to sustainable practises. While Ethiopian Coffee faces threats from deforestation and market instability, Sookoo remains dedicated to preserving traditional methods, such as fermenting coffees in tanks for up to 48 hours and drying natural varieties on raised beds for up to 15 days. Guji’s coffee is grown in high-altitude ecosystems by small farmers, often using organic-by-defualt techniques. Despite challenges, the region continues to produce exceptional, vibrant coffees, celebrated for their bold character and rich heritage.