Rwandan women exporters eye UK market opportunities through 'SheTrades' study tour

Fifteen Rwandan women exporters from horticulture and coffee sectors have taken a step toward global expansion, travelling to London and Birmingham to unlock opportunities in the UK market, build trade connections, and sharpen their understanding of international standards and buyer expectations. The study visit, made from March 25 to 28, 2026 connected the entrepreneurs with importers, buyers, and trade experts. It also offered them insights into international market trends and quality requirements, and learn about the UK Developing Countries Trading Scheme (DCTS), strengthening their market readiness and positioning themselves as drivers of Rwanda’s economic transformation. The move follows the fact that Rwandan women entrepreneurs are playing an increasingly influential role in the country’s transformation, according to the event organisers. With untapped potential in high-value sectors like horticulture and coffee exports, situating women at the forefront of promoting trade can play a key role in driving inclusive economic growth, they observed. ALSO READ: Horticulture takes off as firms scale up, exports surge SheTrades programme driving export readiness for women entrepreneurs The cross-border tour was organised under the UK-funded SheTrades Commonwealth Programme, implemented by the International Trade Centre (ITC) – the joint agency of the World Trade Organization and the United Nations – in collaboration with Rwanda’s National Agricultural Export Development Board (NAEB). This initiative equips participants with the tools to scale, innovate, and lead in their sectors. ITC assists small and medium-sized enterprises in developing and transition economies to become more competitive in global markets, thereby contributing to sustainable economic development within the frameworks of the Aid-for-Trade agenda and the United Nations’ Sustainable Development Goals. Direct engagement with buyers and market actors Throughout the four-day visit, organisers said that group engaged directly with market actors, learning about buyer interests and import requirements, and exploring pathways to growth. “Expanding market access for Rwandan women-led businesses is key to making inclusive trade happen and driving inclusive growth. By connecting women exporters with importers and buyers as well as trade enablers in the market, we are creating tangible opportunities for them to increase exports and to scale up,” said Gisele Umuhoza, ITC Programme Management Adviser in Rwanda. ALSO READ: Rwanda’s horticulture exports generate $46m in 8 months Showcasing products at IFE London 2026, strengthening Rwanda-UK trade relations Currently, 20 women entrepreneurs, are also participating in the International Food and Drink Event (IFE) London 2026 from March 30 to April 1. The joint support initiative with NAEB, aimed to enhance global exposure of Rwandan coffee and fresh produce. A coffee cupping and networking reception hosted at the Rwandan High Commission in London showcased the coffee profiles of the participating women-led suppliers to UK-based roasteries and coffee importers. “The United Kingdom remains an important trade partner for Rwanda, and initiatives such as the SheTrades Rwanda–UK Study Visit are in line with our Economic Diplomacy and create meaningful opportunities to deepen commercial ties between our two countries. We are particularly pleased to see women entrepreneurs at the forefront of this engagement, showcasing the quality of Rwanda’s coffee and fresh produce while building new partnerships with UK buyers,” said Johnston Busingye, the High Commissioner of Rwanda to UK. The visit comes at a time when Rwanda is actively pursuing diversified export markets to strengthen resilience and sustain growth, particularly in light of evolving trade dynamics in the Middle East. Expanding into stable and high-value markets such as the United Kingdom remains a key priority for NAEB in enhancing the global footprint of Rwanda’s agri-exports. NAEB reaffirms commitment to women-led exports, highlights export strategy Speaking on the initiative, NAEB emphasised that facilitating access to international markets for women-led businesses remains central to promoting inclusive trade and accelerating export growth. “The UK trade mission and participation in IFE London 2026 reflect NAEB’s continued commitment to expanding and diversifying the international market footprint of Rwandan agri-exports. As global trade dynamics evolve, particularly in the Middle East, it is essential for Rwanda to strengthen its presence across a broader range of stable and high-value markets such as the UK,” said Janet Basiima, Export Market Development and Innovations Division Manager at NAEB. “By supporting women-led exporters to access strategic platforms, we are enhancing their capacity to meet international standards, build sustainable trade partnerships, and scale competitively.” By connecting Rwandan women-led businesses directly with importers and buyers, the SheTrades Commonwealth Programme is turning export potential into real trade opportunities and driving inclusive trade – with women at the centre of Rwanda’s economic growth. ALSO READ: Horticulture: Rwanda’s new cash cow Women horticulture exporters share experiences Women exporters of horticultural products said that the opportunity has changed their perspectives and the eager to explore more which ultimately could brand their Rwanda’s products on the global scale. “This study visit deepened my understanding of market dynamics and buyer expectations,” said Sakina Usengimana, Managing Director of Afrifoods. “It has opened valuable connections that will directly strengthen my business growth and export readiness.” Participating in the UK Women Study Tour was also valuable experience for Zima Healthy Group. The opportunity to directly engage with fresh food wholesalers gave us practical insights into market expectations, quality standards, and business opportunities. “We especially appreciated the chance to build connections and learn firsthand through meaningful conversations,” said Marie-Ange Mukagahima. Managing director of Zima Healthy Group. “We are grateful to ITC SheTrades and the British High Commission [to Kigali] for their support in empowering women-led businesses and creating such impactful learning experiences,” she added. “A bird that never flies does not know where the harvest is,” said Marie Ange Claudine Ingabire, Managing Director of Tropi Wanda, an exporting firm focusing on avocados, while underscoring the essence of exploration and tapping into the global market. SheTrades Commonwealth Programme financed by UK International Development was launched in April 2018. The programme aims to foster an enabling gender-inclusive business ecosystem by promoting inclusive policy and data and engaging business support organizations, private-sector partners, and women-led businesses (WLBs) in the Commonwealth countries and their key trading partners.

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Rwandan women exporters eye UK market opportunities through 'SheTrades' study tour