The opportunities include an order for 70 kilogrammes of honey from a Kenyan customer secured by one of the participants, highlighting the potential of regional trade fairs to connect small businesses with new markets.
The women took part in the exhibition through ITC’s Amplifying Digital Opportunities for Cross-Border Trade (ADO-CBT) programme, which supports small businesses engaged in cross-border trade.
They showcased a range of products, including dairy products, vegetables, fruits, honey, clothing and coffee.
Grace Ingabire, a honey producer from Kayonza District, said she had initially hesitated to participate, believing the exhibition was mainly intended for large, established companies.
“At first, I was hesitant to participate. I almost decided not to come because I thought exhibitions like this were meant for large companies that had been in business for a long time,” she said.
“However, participating turned out to be one of the most beneficial experiences for my business. I secured a customer from Kenya who ordered 70 kilogrammes of honey, and I also gained new ideas on how to add value to my products.”
For Annet Muhorakeye, who sells coffee and provides coffee preparation training at Elite Cafe Training Centre, the trade fair offered an opportunity to attract customers while learning more about product certification requirements.
She said meeting an official from the Rwanda Standards Board (RSB) helped clarify the process of obtaining the institution’s S-Mark certification, which she had previously considered difficult to secure.
“Before attending the trade fair, I thought obtaining the RSB S-Mark certification would be difficult because I conduct coffee preparation training and processing activities at the same location. However, I met an RSB official who explained the requirements to me, giving me the confidence to start the application process,” she remarked.
The exhibition also generated business for her training centre, with three people already paying for coffee preparation courses.
“Other women also expressed interest in bringing their relatives and friends for the training. This has opened up opportunities for me to expand my business through the networks I have established,” she added.
ITC targets online markets for women entrepreneurs
Beyond helping the women participate in physical trade fairs, ITC plans to support them in marketing their products online to reach customers beyond their existing markets.
Christine Nyairo, ITC’s digital trade national coordinator, said connecting small businesses to markets requires more than providing them with opportunities to exhibit their products.
“It means creating pathways that connect them with customers, other businesses and partners, allowing them to build relationships and access markets they could not previously reach,” she said.
Nyairo said the trade fair had enabled the women to expand their business networks, showcase their products and explore opportunities in the wider East African market.
She added that ITC seeks to strengthen their capacity to grow their businesses, compete in regional markets and increase the benefits they derive from their commercial activities.
Launched in October 2024, the ADO-CBT project is funded by the European Union (EU) and implemented by ITC in partnership with the International Organization for Migration (IOM), the United Nations Capital Development Fund (UNCDF) and the United Nations Conference on Trade and Development (UNCTAD).
The project aims to equip 150,000 traders with digital skills, help 25,000 traders access financial services, train 100 people in digital technology and support 50 cooperatives in adopting digital solutions in their operations.
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