Sara Nuru was the first Black winner of the "Germany’s Next Topmodel" TV show. But why did the acclaimed model become the founder of a fair-trade coffee business to support farmers in her parent’s homeland Ethiopia?
00:02Zahra Nuru from Germany is a woman of many talents.
00:05She was the first black winner of Germany's Next Top Model
00:09and became the founder of a fair trade company importing coffee from Ethiopia.
00:13Why did she give up the glamorous world of fashion for a socially conscious business?
00:22The search for purpose was so important to me
00:25because I'd been to Ethiopia and was confronted with real poverty there.
00:31That affected me deeply and I realized that my public perception
00:35and a glamorous appearance just wasn't enough for me.
00:42In 2016, Zahra and her sister Zahli founded their own coffee label, Nuru Coffee in Berlin.
00:48They obtained the beans for their fair trade coffee from Ethiopia,
00:51the country their parents left when they emigrated to Germany in 1986.
00:59We wanted to support Ethiopia, the land of our parents, long term,
01:04but also to change things on the ground for the people there.
01:08And since coffee is the country's biggest export commodity,
01:11it was only natural for us to want to trade that and do something good.
01:15In 2009, Zahra won the casting show Germany's Next Top Model, presented by supermodel Heidi Klum.
01:26Overnight, she was a household name and face.
01:28She had years of success as a model and TV presenter.
01:32But eventually, she found herself unable to identify with the glitter and glamour of fashion and show business.
01:37I think the turning point came for me when I got to present a TV program and was flown to New York City to try out some of the most expensive things.
01:54I actually ate ice cream with gold leaf worth a thousand euros.
01:59And for me, that was the moment I realized, no, this can't be it.
02:05Zahra began flying regularly to Ethiopia with her sister Zahli.
02:09They inspected coffee plantations and certified organic cooperatives, where they purchased their beans.
02:15The direct contact with the coffee growers on site is extremely important to the two sisters.
02:24I've only been here five minutes and I'm sweating.
02:27It's extremely hot with the midday sun beating down and it's unbelievable how much work goes into a cup of coffee.
02:33And it's incredible to see these women picking everything by hand.
02:36Even if Ethiopia numbers among Africa's fastest growing economies, about 30% of its people are still living below the poverty line.
02:46Ethiopian women are especially hard hit.
02:49So Zahra and Zahli are determined to support the female workers above all.
02:53We want to know how they work, so back in Germany we can show what goes into this and give them a voice.
02:59At the end of this visit, the sisters were invited to an Ethiopian coffee ceremony.
03:08Even though Zahra was born in Germany in 1989 and raised there, she feels like this East African country has become a second home to her.
03:20Every time when I come to Ethiopia, I'm a different person.
03:23I feel totally relaxed deep down.
03:26I'm so happy because I know time flows at a different pace here and the people are completely different.
03:32You're not as stressed or hectic, chasing after more success.
03:41People here are so grateful and you can sense that.
03:44And it does something to you.
03:46Zahra has also written a book about her path titled Roots, How I Found My Roots and How Coffee Changed My Life.
03:53She has also founded a non-profit association for women, NuruWomen, together with Zahli and acts as an ambassador of Germany's Ministry for Economic Cooperation and Development.
04:03Now the mother of two children has gone back into modelling.
04:06When modelling was all I had, I was very dependent on others liking me, no matter how tall, slim or beautiful I was.
04:19Someone else was always making decisions about my success and that always bothered me a lot.
04:24Now that I'm more independent and I've found my direction thanks to Nuru Coffee and Nuru Women, I enjoy working with creative people again.
04:35A model, social entrepreneur and ambassador.
04:39In the search for her roots in Ethiopia, Zahra Nuru has found a whole new set of life goals.
04:44In the search for her roots in Ethiopia, Zahra Nuru has found a whole new set of life goals.
