Asna Kech roasts and brews coffee for her family for a traditional coffee ceremony in the village of Choche in Ethiopia. The region is home to the largest pool of genetic diversity in the world for coffee. One of the greatest ironies is that most coffee producing countries do not consume their own coffee, and until very recently the very notion of high-quality coffee has been limited to consuming countries in the developed world. Ethiopia is the stunning exception: it boasts the most ancient and the most compelling traditions for coffee consumption that the world has ever seen. Coffee permeates the cultural fabric of Ethiopian life.