Elfinesh has been running her shop for the last three years, where she sells a wide variety of products needed for life in a rural town in northwestern Ethiopia. You could find just about anything you need in her small shop – from spices to soap, cooking oil to safety pins. Hanging from the roof are small packs of washing powder and sachets of yeast – an ingredient often added to make injera (an Ethiopian bread similar to a savoury crêpe).