The Food Systems, Land Use, and Restoration (FOLUR) project in Ethiopia seeks to promote sustainable practices in coffee value chains while addressing deforestation and land restoration. Ethiopia, as the birthplace of coffee, plays a vital role in global coffee markets and environmental sustainability. The sector contributes over 50% of the nation’s export revenue and supports 25% of the population. However, despite growth in production, this has largely been due to land expansion rather than productivity improvements. Smallholder farms dominate the sector, with 95% of coffee grown on plots of less than two hectares. To enhance productivity and ensure sustainability, the Ethiopian Coffee and Tea Authority (ECTA) is implementing strategies such as quality-focused marketing systems, vertical integration, and a National Coffee Strategic Plan. These initiatives aim to increase production, support smallholders, and conserve Ethiopia’s unique biodiversity.