Winnaz celebrates 10 years of boosting potato farmers' livelihoods

Winnaz, Rwanda’s first locally made potato chips brand, has marked its 10th anniversary of transforming lives and adding value to local agriculture. The celebration took place on Friday, October 24, bringing together farmers, staff, and partners who have contributed to the brand’s remarkable journey. Founded in 2014 by Dutch entrepreneur Thijs Boer under Hollanda Fairfoods, the company began with just eight employees working in a factory based in Musanze District . Today, it employs over 60 workers, producing high-quality chips that move from farm to factory, where they are peeled, fried, seasoned, and packaged before reaching shelves across Rwanda. Boer, the founder and CEO of Winnaz, reflected on the journey, emphasising how Rwanda’s supportive environment made his entrepreneurial dream possible. “When I was studying at university, the biggest challenge for fresh graduates was finding employment,” he recalled. “I had a business idea, but I wouldn’t have realised it without Rwanda’s supportive ecosystem and the government’s encouragement to young entrepreneurs.” ALSO READ: Mixed reactions on govt's move to end farm produce price regulation Winnaz has gone beyond snack production; it has reshaped Rwanda’s potato value chain. The company introduced a new potato seed variety called “Itsinzi,” meaning winning, symbolising both agricultural innovation and the spirit behind the brand name Winnaz derived from winners. Through its team of agronomists, the company works closely with over 75 smallholder farmers each week, offering training and practical guidance on improving yields and producing premium-quality potatoes. For farmers like Christella Uwase, this partnership has been life-changing. “Before working with Winnaz, we struggled to grow quality potatoes and didn’t know where to sell them,” she said. “Now, we receive regular training and have a steady market. They’ve given meaning to the entire potato value chain.” For employees, the company’s success is deeply personal. Fatuma Mukamana, a mother of four and one of Winnaz’s first workers, shared how the past decade has transformed her life. “Honestly, these ten years have been a miracle,” she said proudly. “We used to sell just three boxes in a week, but now we produce and distribute over 6,000. Thanks to Winnaz, I’ve raised my children, paid their school fees, and even built my own home.” ALSO READ: Rwanda’s agro-processing value hits Rwf1trn as PM pledges more support Today, Winnaz chips come in seven delicious flavours: Salted, Salt & Vinegar, Paprika, Pizza, Tsinda, Pili Pili, and Cheese & Onion. The products are available not only across Rwanda but also in Uganda, Kenya, Burundi, and parts of the DR Congo (Goma and Bukavu). The company’s recent partnership with RwandAir marks another milestone, allowing Winnaz to reach an international audience aboard Rwanda’s national carrier. About Hollanda Fairfoods Hollanda Fairfoods, established in 2014, was inspired by Thijs Boer’s MSc research in Development Economics in Rwanda. Its mission has always been to empower smallholder farmers and create sustainable employment through agribusiness innovation. By combining local farming with modern food processing, Hollanda Fairfoods, through the Winnaz brand, continues to prove that “Made in Rwanda” products can compete on a global scale while changing lives at home.

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Winnaz celebrates 10 years of boosting potato farmers' livelihoods