Old Mixers, New Markets, Bake Belay Legacy into Sweet Future
The pastry house began life in 1964 when friends Belay Teklu and Gebresenay Tedla opened St George Pastry in Merkato. Gebresenay later left, and Belay relaunched at Teklehaimanot, then Lideta, pioneering cakes when Ethiopians still viewed buying bread outside the home as a sin.
To attract customers, he sold slices to schoolchildren from Leul Mekonnen for five cents. From an initial paid-up capital of 500,000 Br and annual sales of 100,000 Br, turnover now tops 100 million Br. Since 1998, Belay's children, Amanuel Belay, with siblings Eyob, Bemnet and Sirak, have traded as Belay Teklu &...