Rwandan businesses participating in the Intra-African Trade Fair (IATF) in Algiers, Algeria, have called on other made-in-Rwanda producers to tap into international marketplaces and summits to expand their reach, build partnerships, and enhance skills.
Rwanda is represented by 14 businesses displaying locally made products and innovations at the fair, which runs from September 4–11. On Friday, September 5, the exhibitors received a visit from the Minister of Trade and Industry, Prudence Sebahizi, and the Minister of Foreign Affairs and International Cooperation, Amb. Olivier Nduhungirehe, and as well as the Rwandan Ambassador to Algeria, Vincent Karega.
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Sebahizi stressed that Rwanda’s participation in international trade platforms such as IATF is not just about promoting local products but also about helping small businesses grow.
"We are giving an opportunity to our small businesses to grow by learning from others, getting international exposure, accessing markets, and showcasing what they are able to do,” Sebahizi said.
"And I'm quite sure that at the end of this IATF, some of them could have secured additional markets beyond what they already have now.”
For exhibitors, the trade fair is an opportunity for collaboration with businesses from other countries. Nicole Teta Ndenga, a merchandiser at Pink Mango, a Rwandan textile firm, said summits like IATF help strengthen ties between businesses and governments while smoothing trade across the continent.
"We came here to connect with other manufacturing brands and seek potential partnerships,” she said, adding that the African Continental Free Trade Area (AfCFTA) has already simplified trade by reducing taxes in countries that adopted its agreements.
"The AfCFTA has played a significant role in helping the manufacturing sector, especially for garments. They removed some taxes, and as a factory, we import fabrics free of charge. We were not taxed for importing from China or African countries that accepted to be in the AfCTA agreements.”
Gérard Sina, owner and Managing Director of Entreprise Urwibutso, urged Rwandan entrepreneurs to be bold and embrace international markets.
"This is not only in the interest of our businesses, it also allows us to employ more people and contribute to the national economy,” he said.
Goodluck Mutoni, a skincare and haircare products manufacturer, praised government support in shipping and licensing processes, which helps Rwandan products meet international standards. However, she noted that there is still a lack of awareness of the value of Made-in-Rwanda products locally.
"The main issue now is understanding. Awareness needs to be strengthened. Rwandans must embrace our own products because the home market is the first step to attracting international buyers,” Mutoni said.
This year’s IATF is expected to generate trade and investment deals worth more than $42 billion. Rwandan private sector are said to be in negotiations with other chambers of commerce and these could yield agreements.
Minister Sebahizi encouraged Rwandan businesses to prepare early for the IATF 2027, which will be hosted in Lagos, Nigeria.
"I would encourage the private sector to take this as an opportunity and make sure that they get ready ahead of time. Where the government can support them, we will do our best,” he said.
According to Sebahizi, Rwanda had previously submitted a bid to host IATF in 2020, but logistical challenges during the COVID-19 pandemic prevented it. However, he noted that the government remains committed to reading itself for the international trade and investment summit.