Rwandan chili exporters prepare for the winter window in EU and UK
The Rwandan pavilion at Fruit Attraction, now a fixture of the fair, took a new form this year, featuring an all-women-led lineup of exhibitors. The pavillion is part of the “Value-added Initiative to Boost Employment” programme, which is co-implemented by ITC and TradeMark Africa, in partnership with Mastercard Foundation and in collaboration with the Private Sector Federation – Specialized Cluster, host institution of the SheTrades Rwanda Hub.
Logistics remain the main challenge for exporters in the landlocked country. Products must cross two borders to reach Mombasa for sea freight, and the lack of local reefer containers adds trucking costs. Exporters also face growing resistance to air freight in the European retail segment, while sea shipping is affected by recurrent disruptions in the Red Sea.
These constraints have not stopped Rwandan exporters from benefiting from a favourable winter window in the EU and UK markets. One of the exhibitors was Cynthia Umutoniwabo, CEO of Loopa. “We grow habaneros, chillies and green beans,” she says. “This is our first participation in a major trade show, and it has been amazing. We are helped by the good reputation that Rwandan produce enjoys in the British market, where our chilies in particular are well regarded by buyers and consumers.”
Umutoniwabo explains that demand follows a clear seasonal pattern. “Rwandan chillies enjoy good demand in the EU and UK markets during the winter window. We grow all year round, but distinct export seasons emerge as demand evolves. These also vary from one exporter to another; they can run from September to May for some, or from November to July for us at Loopa. With the fair taking place just ahead of the pick-up in demand in November, Fruit Attraction is a good opportunity for us to meet buyers at the right moment.”
“At the fair, I secured two major orders for green bird’s eye chili, each at 2 tonnes per week to London Heathrow. I also met buyers from the Netherlands, France, Germany, Italy and the UK who are interested in long-term partnerships. I was pleasantly surprised by the interest from Canada and parts of Asia as well,” the exporter continues.
Other exhibitors said they are gearing up for a pick-up in demand for chillies and habaneros from November, and reported fair interest from German and UK visitors at the fair ahead of the winter window.
Disclaimer: The views expressed in this article or report do not necessarily reflect those of TradeMark Africa (TMA).
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