NO PLACE LIKE ETHIOPIA
Q & A with former International Athlete and two-time Olympian Richard Nerurkar
Richard had a successful track career before moving on to the roads and embracing the challenge of the Marathon. He held the British record for 10 miles of 46:02, set in October 1993 (and which wasn’t broken until March 2023 by Emile Cairess). That year he moved up in distance to the marathon. He finished in fifth place in the 1996 Olympics with a personal best time of 2:08:36.
We met up with Richard recently to talk running, Ethiopia and his passion for great tasting coffee!
1. As a former international athlete how did you get into the world of coffee?
Over the past 24 years, since I first visited Ethiopia a few months before the Olympic Games in Sydney, I’ve had some pretty special experiences there. Seeing the growth in mass-participation running in which I have been involved has been one. Another was organising road cycling tours in the stunning scenery of northern Ethiopia. Visiting Haile’s coffee farm in western Ethiopia (at the end of a 15-hour car journey!) would also be on that list.
Ethiopia is a unique country with its own culture and history. As a family we feel very fortunate to have made many friends there as we have got to know the country. Our nine years there had a big effect on our two now grown-up children who like us love Ethiopian food, cheer for Ethiopian athletes and enjoy listening to Ethiopian music.
Back in 1993 when we were both competing on the track, I first met Haile Gebrselassie. In 2001 after we moved to Addis we started working together, and in the years following we established Great Ethiopian Run as Ethiopia’s premier event management company, staging races across the country including our flagship 10km which soon became Africa’s biggest road race. In 2007 I was lucky enough to watch Haile set a world record at the marathon in Berlin. More recently I worked for the sales team in Haile’s coffee business. The slogan “Yichalal” (‘it is possible’) attributed to Haile after his second Olympic gold in Sydney resonates with me: because of Haile many doors in Ethiopia opened for me too.
A few years ago, I was asked by Haile’s family to join the sales team for his coffee business. I understood the importance of coffee in Ethiopia’s economy and felt I could play a useful role in introducing more international buyers to the high-quality coffee grown on his farm in western Ethiopia.
One of the strange facts about coffee in Ethiopia is that Ethiopia is the world’s only coffee-producing country where roughly half the coffee produced is consumed in the country! What’s more roughly 5% of the total population of over 110 million people are themselves smallholder coffee farmers! Coffee is vital to the Ethiopian economy and to millions of Ethiopians whose livelihoods depend on it.
In starting Pace Coffee, we wanted to introduce world-class coffee from the land of runners to people, and particularly runners in the UK, who love coffee, and in so doing to support coffee labourers in Ethiopia. The three of us behind Pace are all runners who love coffee. If you also fall into that category, we hope you’ll give us a try.
2. Where did the idea for PACE Coffee originate?
You can buy great-tasting coffee all over the world. But, because of where we’re sourcing our coffee (Haile’s farm) and because of whom we most wanted to sell to (our running friends and contacts) we wanted a brand name that resonates with runners.
3. Can you tell us some of the story behind your brand where are the coffee beans grown?
Anyone visiting Ethiopia can’t fail to see the central place of coffee in everyday life – it’s so much more than just a drink! Ethiopia is where coffee was first discovered and so it’s considered as ‘the birthplace of coffee.’ Any runner will also know that Ethiopia is known as a land of great distance runners. So, if there’s one message we want to share with those who drink our coffee, it’s this: “Ethiopia: land of coffee, land of runners.” World-class coffee, world-class runners.
4. How did your relationship with Haile Gebrselassie develop?
We first met when we were competing in the 1990s. After we went to live in Ethiopia, we worked closely together, starting with the Great Ethiopian Run (now Africa’s biggest road race). More recently, I worked in sales for Haile’s coffee business.
5. Why do you think runners in particular love coffee?
Coffee is a ‘get-up-and-go’ drink. As a runner, you sometimes need that push to get you out of the door. It’s also a ‘social’ drink and most runners like getting together to chat and chill after their training.
6. What will we love about PACE coffee – (sell it to us!)
Pace Coffee is worth trying because of its flavours and its quality. Ethiopian coffee is known for its floral and fruity flavours. You might get a bright lemon flavour or (if you’re even more discerning) a peach or apricot or blueberry flavour. You get the quality in the cleanness of the taste and the aftertaste. People who have bought our coffee tell us this time and time again!
7. What are you plans for the brand?
We’re still new to market and trying to introduce our coffee to more people and businesses. Let’s see where this journey takes us.
8. How is your own fitness nowadays – are you still running, (or exercising)
I’m still trying to stay fit, running and cycling.
9. Any truth in the rumours that you may be joining us on the start line in Brighton next March?
Definitely more than just a rumour.
10. Are you still involved in the sport in any capacity?
I commentate at a few big-city marathons.
11. And carbon plates – YES/NO?
Yes. Imagine elite distance running over the past ten years without carbon plates…
Look out for an exclusive discount for PACE coffee for Brighton Half Marathon runners coming to you in December…
