Demand first, production second drives Afri Foods’ export growth in Rwanda

RWANDA – Afri Foods is building export-ready supply chains in Rwanda by securing buyer demand before planting and working closely with more than 500 smallholder farmers to meet global market needs.

Afri Foods was founded in 2019 by Sakina Usengimana, a former corporate professional whose entry into agriculture came through gradual exposure rather than training. “I worked in the corporate sector and was previously active in the fashion industry,” she says.

“My interest in agriculture developed gradually, catalyzed by youth entrepreneurship forums that emphasized Africa’s opportunities in land and climate resources.”

Her first experience involved growing tomatoes and bell peppers for local markets, where unstable pricing created uncertainty. “One day I’d sell a sack for US$50, and the next the same sack would fetch US$20,” Usengimana recalls. Seeking steadier income, she turned to exports after attending Fruit Logistica in 2020. “Export came as a solution to the challenges I was facing.”

Demand before planting

Afri Foods now focuses on Hass avocados, fresh chilies, and passion fruit, while offering crops such as French beans, okra, eggplants, mangoes, and jackfruit based on buyer requests. The company plans production around confirmed orders.

“We do not just ship what is available locally,” Usengimana explains. “We invest first in quality and traceability. If a client wants okra, we create a production plan, not just buy from the market.”

The UK accounts for about 40 percent of exports, followed by the UAE at 30 percent and EU markets including Germany, Belgium, the Netherlands, and France. Afri Foods also supplies Kenya during off season periods and sees growing interest from other African markets.

Farmers at the center

Afri Foods partners with more than 500 smallholder farmers, most working on less than one hectare. The company operates mainly through cooperatives, some reaching thousands of households.

Agronomists support farmers with input planning, irrigation schedules, cost tracking, and crop rotation. Contract farming helps stabilize income, while crop diversity reduces risk. “While waiting for avocado trees to mature, farmers can earn from chili or passion fruit,” Usengimana says.

Women play a key role across operations, especially in sorting, grading, and packhouse work. “Sometimes it is even hard to find men for these roles; they consider it women’s work,” she notes. Afri Foods also promotes women leaders within cooperatives and holds a silver level gender seal.

Systems, finance, and growth

Afri Foods uses data to track planting dates, chemical use, yields, and rejection rates to improve planning and traceability. It currently relies on certified external packhouses but plans to build one closer to production areas. “The packhouse will not be in Kigali,” Usengimana says. “It has to be near the farmers, where the produce is coming from.”

Access to finance remains a major challenge. “Banks want traditional collateral, like houses, but what about avocado trees that produce for 50 years?” she asks, adding that interest rates around 12 percent still strain farm operations.

Rwanda’s fresh produce exports reached over US$28 million in 2025, led by avocados, French beans, and passion fruit. National targets aim to lift that figure to US$50 to US$60 million by 2030 through irrigation, cold chain investment, and regional trade.

For Afri Foods, progress depends on steady execution. “We want to be reliable, efficient, and consistent,” Usengimana says. “That is the only way forward.”

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