The SheTrades Rwanda Trade Mission has generated $4.5 million in annual export leads and deals for women-led horticulture and processed agrifood enterprises, marking another boost for Rwanda’s efforts to expand women’s participation in international trade. The mission, held in Kigali from June 10 to 12, brought together 29 women-led businesses and 13 international buyers from the Middle East, Europe and Africa, creating new market opportunities for Rwandan exporters. One export shipment has already been successfully delivered to Europe by air freight just days after the business-to-business engagements, underscoring the mission’s immediate commercial impact. ALSO READ: Rwandan women exporters eye UK market opportunities through 'SheTrades' study tour As part of the Value-added Initiative to Boost Employment (VIBE) Programme, which is co-implemented by TradeMark Africa and the International Trade Centre (ITC) and in partnership with Mastercard Foundation, the trade mission aimed to unlock new business opportunities for Rwandan women entrepreneurs in horticulture, especially young women, in line with the Foundation’s Young Africa Works strategy. It was organised in collaboration with the National Agricultural Export Development Board (NAEB), the Rwanda Development Board (RDB) and the Private Sector Federation – Specialized Cluster, host institution of the SheTrades Rwanda Hub. According to ITC Trade Map data, prior to recent geopolitical tensions and resulting increases in fuel and transportation costs affecting global trade, Rwanda's exports of fresh and chilled beans grew by 45 percent between 2024 and 2025, while exports of fresh and dried avocados increased by 15 percent over the same period. Against this backdrop of rising freight costs and logistical challenges, the event supported Rwandan women exporters to establish new buyer connections and market opportunities to strengthen export resilience. It also highlighted the role of export-oriented sectors in driving inclusive economic growth and job creation for youth and vulnerable communities in Rwanda. ALSO READ: New hub to connect Rwandan women entrepreneurs to markets Strengthening export logistics and market access Over three days, the importer delegation participated in pre-matched business-to-business meetings with Rwandan women-led businesses, company site visits, and meetings with key export logistics stakeholders, including a visit to RwandAir cargo facilities in Kigali. The visit highlighted the continued importance of air freight for time-sensitive exports to markets such as Europe, particularly for fresh produce like chillies and French beans. The opening session also featured discussions on Rwanda’s agricultural export strategy and export logistics, with remarks from representatives of RDB, TradeMark Africa and ITC. Trade mission opens pathways to growth and jobs “Direct engagement with buyers is critical to unlocking market access and translating meaningful economic opportunities into trade impact,” said Gisele Umuhoza, ITC VIBE Rwanda Coordinator. “By connecting Rwandan women-led businesses with horticulture buyers from diverse international markets, this trade mission opens pathways to potentially higher-value export opportunities that support business growth and expand employment opportunities for young women in selected agriculture value chains,” she added. Umuhoza noted that the participation of buyers from different markets creates a unique platform for learning and exchange, enabling buyers and sellers alike to better understand market demand and identify the partnerships needed for long-term success. “Through this trade mission, we are advancing inclusive and sustainable economic development that delivers broader benefits for young women and communities across Rwanda,” she said. RDB urges entrepreneurs to seize opportunities Speaking on behalf RDB, Naphtal Kazoora, the Head of Special Economic Zones (SEZ) and Export Facilitation Department, extended his sincere appreciation to the SheTrades Initiative for its continued partnership in connecting Rwandan women entrepreneurs with international buyers and creating valuable market access opportunities. “We are equally grateful to all the buyers who have taken the time to visit Rwanda, engage with our businesses, and explore the quality products and services our entrepreneurs have to offer,” noted Kazoora. “To the women entrepreneurs and the service industry participating in the trade mission, I encourage you to make the most of this opportunity by actively networking, building relationships, and showcasing your products,” he said. “Meaningful business connections often begin with a single conversation, and we hope these engagements will lead to lasting partnerships and successful trade deals,” he added. Building on previous trade mission success “We are not only connecting businesses to markets, we are creating pathways for growth, resilience, and job creation,” said Doreca Musenga, TradeMark Africa, VIBE Programme Manager. This trade mission builds on the first women-focused inward Rwanda – UK Trade Mission organised under VIBE in 2024, which generated an estimated £1.5 million in annual business leads and deals. These early results have also translated into increased employment opportunities for young women within horticulture value chains, demonstrating how improved market linkages can drive inclusive job creation. The success of the first trade mission also reinforces Rwanda’s growing reputation as a reliable and consistent supplier of high-quality fresh horticulture products to international markets. The programme is also set to support select women-led businesses in fresh horticulture to exhibit at Fruit Attraction 2026 in Madrid, Spain. TradeMark Africa (TMA) and the International Trade Centre (ITC) are jointly implementing a five-year Value-added Initiative to Boost Employment (VIBE) Programme in partnership with Mastercard Foundation. The VIBE Programme aims to increase dignified employment, particularly among excluded groups such as women, youth, refugees, and people living with disabilities in Rwanda. Through its flagship programme on women and trade, the SheTrades Initiative, ITC is working with 150 women-led businesses in Rwanda’s horticulture sector so they can become more competitive, access new market opportunities, and create more jobs, especially for young women.
