• Rwandan agribusinesses and manufacturers are pivoting to value addition and regional exports to navigate forex constraints and take advantage of government tax incentives.

Rwandan Agribusinesses Target New Markets in Equity Group-Backed Export Drive

Rwandan agribusinesses and manufacturers are pivoting toward value addition and regional export markets to navigate foreign exchange constraints and capitalize on government tax incentives aimed at cutting the country’s import bill.

The strategic shift, highlighted during the ongoing Equity Group Trade and Investment Roadshow in Kigali, signals a broader East African push to capture higher margins in the global supply chain rather than exporting raw commodities. The roadshow, which concludes on Saturday, September 19, has drawn over 150 investors and delegates from Europe and Africa, following a similar leg in Uganda earlier this week.

State backed Rwanda Farmers Coffee Company, which produces Gorilla’s Coffee, is leading the charge in the agricultural sector. The firm is shifting from the traditional model of exporting raw green beans to roasting and packaging coffee locally, with an eye toward higher value markets including the US, Europe, and the Middle East.

Donal Murphy, the company’s CEO, told delegates that the firm was established in 2014 with a specific mandate to retain a larger percentage of the coffee value chain within the country.

“We take the green beans and rather than export as green beans, we roast, we package, we market, we sell. There is much more opportunity to gain traction in developed countries: Europe, the USA, and the Middle East. These are all high value coffee markets that it would be great for our business if we were able to get even more sales in those territories,” Mr. Murphy said.

However, the value addition drive exposes local processors to global currency fluctuations. Mr. Murphy noted that the firm relies on imported packaging materials from markets like China, requiring a steady supply of US dollars. He cited access to foreign exchange liquidity through Equity Bank as a critical factor in sustaining their import export operations.

The push for value addition aligns with the banking sector’s growing allocation to sustainable agribusiness. Manase Manirakinga, Head of Agriculture at Equity Bank Rwanda, noted that the lender first assesses a sector’s challenges and then tailors financial products to respond to its needs, with a target of achieving at least a 30% green financing mix by 2030.

Rwandan Agribusinesses Target New Markets in Equity Group-Backed Export Drive

Beyond agriculture, the manufacturing sector is leveraging government incentives to substitute imports and target cross border trade. Kamanzi Gilbert, Chairperson of Dikam Garment Factory, noted that Rwanda currently imports over 90% of its garments, presenting a massive domestic market for local producers.

“Making garments locally was a very big opportunity because there are many government incentives, including a duty remission on imported raw materials. We started with 10 workers seven years ago, but now we are counting around 400 employees, supporting over 2,000 people,” Mr. Kamanzi said.

For other manufacturers, Rwanda’s relatively small domestic market is offset by its strategic geographic positioning. Kevin Lio, Managing Director of Landy Industries, noted that his firm exports 50% of its production outside Rwanda.

“The location of Rwanda has its own advantages. We are near the borders of Tanzania, Kenya, Burundi, and Congo. Sometimes Rwanda lacks dollars, but Equity gives us a good rate and enough USD, which is very nice for exporters,” Mr. Lio explained.

The ongoing roadshow aims to connect foreign capital with these emerging enterprises. Mahvish Malik, Equity Group Associate Director of Trade Relations, noted that the bank has conducted 15 such roadshows since 2021 to mobilize regional capital.

“Earlier this year, we took over 50 traveling delegates from 25 nationalities to Lubumbashi and Kolwezi in the DRC. In June, we were in Tanzania and Zanzibar. It gives our delegates a very strong look and feel of what it’s like to do business in the country,” Ms. Malik said, ahead of a major business roundtable scheduled for Friday targeting over 60 delegates.

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