Regional food additives manufacturer, Maya East Africa Ltd, has officially launched its Rwandan subsidiary during a ceremony held at the Kigali Serena Hotel on April 24.

Maya East Africa Ltd is a leading manufacturer of food additives in the region and has been operational since 2009.

The company also announced the establishment of a manufacturing facility located within the Kigali Special Economic Zone.

The firm’s investment in Rwanda aims to support the local economy by reducing imports of food additives, thereby enabling the domestic food manufacturing sector to increase its competitiveness.

The launch of Maya East Africa Ltd operations in Rwanda marks its third subsidiary in the region, representing a significant milestone in its regional expansion.

Abdirahman Musa Noor, CEO of Maya East Africa Ltd, said the company entered the Rwandan market following thorough market research.

The firm already operates successfully in Kenya and Uganda.

"Obtaining the green light to operate in Rwanda signifies yet another milestone in our regional expansion programme. We believe Rwanda is a strategic location—well connected to Congo, Uganda, and even Tanzania. Rwandans have strong purchasing power, and there is growing demand. Kigali is an ideal hub for reaching neighbouring countries,” he stated.

Noor noted that prior to setting up locally, the company was exporting significant quantities of products from Kenya to Rwanda.

Establishing a local base allows the company to reduce transport costs and improve operational efficiency for Rwandan customers.

"The decision was based on extensive research and Rwanda’s stability and ease of doing business,” he said, adding that he appreciated the support from the Rwanda Development Board (RDB) and the Rwanda Revenue Authority (RRA) for facilitating the investment process.

Products

The company produces a wide range of products under its Bakeshed brand.

These include cake premixes, cake improvers, and bread improvers, preservatives, fermenting agents like yeast, baking powders, and flour correctors, emulsified fats, greasing agents, maize and flour fortifications, baking yeast, pastry margarine, food colourings, sweeteners as well as tailor-made solutions.

The company’s goal is to enhance Rwanda’s baking and milling industries by also offering fortified flour and ingredients that contribute to improved nutritional value—key to public health.

"Our aim is to help local industries improve product quality, boost competitiveness, and build capacity while encouraging innovation in food processing and agriculture. Our products comply with East African standards,” Noor noted.

Maya East Africa Ltd is also investing in capacity-building for young people, particularly in the field of food technology.

"Even those who do not end up working with us are offered free training. Our goal is to equip them with skills to start their own initiatives. The goal is to build local capacity and encourage innovation in food processing and agriculture,” he explained.

Ernestine Uwamahoro, a Kigali-based bakery owner and user of Maya East Africa products, expressed her satisfaction.

"Gone are the days when I had to wait endlessly for quality additives to meet customer expectations. Maya EA Ltd came to our rescue. We no longer have to queue up for supplies. Thanks to Rwanda’s investor-friendly policies, small businesses like ours are now more sustainable, allowing us to improve both quality and quantity.”

Antoine-Marie Kajangwe, the Permanent Secretary Ministry of Trade and Industry (MINICOM), lauded the company’s operations in Rwanda terming it as a timely initiative.

"Maya EA Ltd commencing manufacturing operations in Rwanda will definitely boost the competitiveness of the food manufacturing sector as it will reduce cost of inputs,” he said, adding that, "the local manufacturing sector continues to register robust growth.

"Investment of such a nature comes with several other advantages including boosting skills, and offering job opportunities within the supply chain,” he noted.

He noted that the Maya EA Ltd will help reduce Rwanda’s trade deficit by producing locally what would otherwise be imported.

"It brings value addition, for example, making fortified flour to the local economy, which is crucial for development. It will contribute to GDP growth, industrialisation, and structural transformation of the economy,” he noted.