He made these remarks on March 31, 2026, during his visit to Rwandan exhibitors participating in a food and beverage trade fair taking place in the United Kingdom.
This year’s edition of the exhibition, known as the International Food and Drink Event (IFE), ran from March 30 to April 1, 2026 at ExCeL London.
Rwanda is represented by around 20 participants from the agriculture and agro-processing sectors.
In an interview with IGIHE, Amb. Busingye noted that participation in such exhibitions has helped Rwandans build confidence and gain visibility.
“Since Rwandans started participating, there are clear achievements. The first is confidence, coming to showcase the food and beverage products made in Rwanda.
“This is very significant because historically we were not present in these markets. Today, especially young people, have stepped up and are actively engaged with strong expertise,” he said.
He added that the exhibition has also highlighted the strong demand for Rwandan products in the UK, which is difficult to meet.
“The second is the market. Everyone I visited told me the same thing: demand here exceeds supply. This is a country that relies heavily on imported food. Everywhere I went, whether in food, beverages, or coffee, what they showed me is that there is a market they cannot satisfy,” he explained.
Amb. Busingye also pointed out that the UK offers a favorable environment for international trade, making it easier for Rwandan products to access the market.
He emphasized the importance for Rwandan producers to improve packaging and preservation to maintain product quality and appeal.
“What Rwandans need to learn is how to add value to their agricultural products, preserve them properly, and package them well so they can withstand transport, whether by air or sea, and remain attractive on shelves. Packaging is as important as the product itself, sometimes even more important,” he stressed.
UK as an alternative
The Ambassador also addressed the challenges exporters are facing due to the ongoing conflict in the Middle East.
This situation has significantly affected Rwandans who export fruits and vegetables to the United Arab Emirates and other countries in the region.
According to him, the UK can serve as a viable alternative while the situation remains unresolved.
“You can see that trade routes to the Middle East are currently disrupted, but here there is a very quick solution. Some have even told me they are ready to buy immediately if products are available.
“Among those here, some were already exporting to the Middle East. If we coordinate our efforts, the UK market can provide a short-term solution, because demand for food and agricultural products here cannot be fully met,” he said.
Amb. Busingye also noted, as per information from NAEB, discussions are ongoing to encourage Rwandan exporters to explore this market while awaiting stability in the Middle East.
karirima@igihe.com
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