The country’s growing presence in the UK market was highlighted on Thursday in London, where Rwanda’s High Commissioner to the UK, Johnston Busingye, joined several Rwandan women entrepreneurs in the fresh produce sector and a representative of the National Agricultural Export Development Board (NAEB) at the Fresh Produce Consortium (FPC) Fresh Awards.
The event brought together key players from the UK fresh produce industry, providing Rwandan businesses with an opportunity to showcase their products and establish connections with supermarket chains, importers, distributors and other potential buyers.
For High Commissioner Busingye, Rwanda’s participation reflects the growing potential of the country’s horticulture sector and the strategic importance of the British market.
“Rwanda’s participation in the FPC Fresh Awards reflects the growing strength and ambition of our horticulture sector and the importance of the United Kingdom as a market for Rwandan produce,” Busingye said.
He also highlighted the growing role of women entrepreneurs in expanding Rwanda’s presence in international markets.
“We are particularly pleased to see Rwandan women entrepreneurs building relationships with UK buyers and showcasing the quality of what Rwanda has to offer,” he added.
From trade missions to actual exports
Rwanda’s push into the UK market is already producing concrete commercial opportunities.
Earlier this year, the International Trade Centre (ITC) organized the SheTrades Rwanda Trade Mission, bringing nine buyers from Europe and the Middle East to Kigali.
The visiting buyers held business-to-business meetings and visited companies led by Rwandan women operating in fresh produce and processed agrifood.
Among the companies taking part was Selly Faith Ltd, which secured a new UK client following the trade mission.
The company has since exported French beans to the UK, with shipments estimated at more than £80,000 in value within a 10-week period.
The development illustrates how targeted trade missions can help connect Rwandan businesses directly with international buyers and translate market-access initiatives into actual export opportunities.
Women entrepreneurs at the centre of the strategy
Rwanda’s participation in the London event is part of the Value-added Initiative to Boost Employment (VIBE) Programme, jointly implemented by TradeMark Africa and the International Trade Centre, in partnership with the Mastercard Foundation.
Through the ITC SheTrades initiative, the programme works with NAEB and the SheTrades Rwanda Hub, hosted by the Private Sector Federation’s Specialized Cluster, to support women-led businesses in the fresh horticulture and processed agrifood sectors.
The programme is helping these businesses access international markets, including the UK, the European Union and the Middle East.
Beyond increasing exports, the initiative is also aimed at generating wider economic benefits through job creation and improved livelihoods for women, young people and other workers across agricultural value chains.
Madrid next
Rwanda’s international market-access drive will continue next month in Spain.
From October 6 to 8, 2026, 15 Rwandan women-led fresh produce businesses are expected to exhibit at Fruit Attraction in Madrid.
The successive appearances at major international trade events reflect Rwanda’s efforts to give its agricultural products greater visibility abroad while creating direct links between local producers and international buyers.
For Rwanda’s horticulture sector, the focus is increasingly shifting from simply gaining exposure to converting that visibility into long-term commercial partnerships and increased export volumes.
The UK, now identified as Rwanda’s top horticultural export market, is at the centre of that strategy.
karirima@igihe.com
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