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The Entrepreneur Who Saw Profit In Making A Pig Do A Jig

Gerard Sina started out with a keen eye, a quick mind and little else. One fleeting idea set him on the road to a fortune.



In 1983, Gerard Sina, who didn’t finish school, set about trying to make something of his life. He lived with his parents on a farm, in a small town called Nyirangarama, in Northern Rwanda. One day, it dawned on him that the travelers between Rwanda’s two biggest cities—the capital Kigali and Gisenyi in the West—had nowhere to stop for refreshments during their four hour journey. He set up a small stall of baked goods that he sold to tired and hungry travelers.

Sina used a simple, but effective, marketing method to entice patrons. He offered travelers free samples of his food. Unable to resist, they quickly become accustomed to a place to get second wind on their journey. Soon the roadside stall became a regular fixture on the well-traveled route.

Then Sina found a way to produce his baked goods at a more industrial level. His little roadside stall became a 24-hour pit stop. Now travelers were flocking in around the clock. Whatever Sina lacked in formal education, he made up for in raw business talent.

His second stroke of genius came in 1999, when he discovered the riches that lay within the belly of the passion fruit. He developed a new method to extract juice to make concentrated syrup that he bottled and sold in bulk. Today, Agashya, literally translated as ‘something new’, is the first of Sina’s iconic Rwandan brands.

The second creation was Akabanga. ‘The secret’ is an oil-based chilli sauce that has changed the way that Rwandans eat. Before Akabanga, Rwandese food was traditionally bland, seasoned only lightly with salt and some herbs, but today Akabanga is a fixture on the dinner tables of the country.

These products, which are also exported in small quantities to the rest of the East African Region, Europe and North America, have set him on the way to recognition. His mother company, Urwibutso Enterprise, won bronze for Best Exporter at the Rwanda Development Board Awards in 2009. The ceremony is held annually to pay homage to the best performing companies in the various Rwandan industries.

Sina has been the recipient of several other awards including; the Arch of Kigali in the gold category for technology and quality in 2006 in Frankfurt, the Legatum Pioneers of Prosperity Awards for Entrepreneurship in 2007 in Kigali, and more recently in 2011 in London at the Business Initiative Direction Award in the diamond category for business management, excellence, quality, technology, innovation and expansion.

Along with an eye for business, Sina has an inquisitive nature.

On a trip across Europe, Sina saw some farmers playing music to their pigs. Intrigued, he reasoned that music makes people happy and brightens even the dullest moments, so the same could be true for pigs. When he returned to Rwanda he set about experimenting with his own pigs. He went as far as having a control group of pigs that were not exposed to music during the experiment period.

He found that the pigs that were exposed to music were indeed happier at the end of the experiment; they ate more, grew faster and fell ill less often than the ones in the control group. Now, he plays music to his pigs every day.

On another trip to Europe, he visited a vineyard and an orchard, again intrigued; he decided to grow apples and grapes, fruits that are not found in Rwanda. He now makes red wine and supplies apples to stalls in the local produce market.

Another quintessential African solution that Sina has adapted from his many travels is to ensure that he always uses locally grown raw materials. Having lived the life of a small scale farmer himself, he knows the day-to-day hardships that they often face. The count of local farmers he employs is 3,000 and growing. He trains them and provides seeds and fertilizer and in return they sell their crops exclusively to him.

Gerard Sina shows his allegiance to Rwanda and to her culture in many ways, the most notable being the naming of his products—they all have Rwandese names. He wants people in the export destination countries to marvel at these exotic names and to ask “what language is that?” or “what does that mean?”, thus creating a mystical aura around Rwanda and her people.

All of this in a country that wants to develop its information and communications technology (ICT) sectors to become the Singapore of Africa, and move away from farming.

“Agriculture comes first, because the most successful countries are those where people can eat,” he says.

Sina’s journey through life and business has not always been easy. During the 1994 genocide his young business was completely destroyed, he lost everything but the land where he toiled. Since he has always believed that giving up is an act of cowardice, building his business back up from scratch was something that simply had to be done.

His advice for young people who are rebuilding Rwanda is to not be afraid to share ideas and add value to Africa’s raw materials. For Africa as a whole, Sina believes that the answer to prosperity on the continent lies in adding value to raw materials.

“Do not just grow strawberries to sell them at the market. Make jam, juice, yogurt and cosmetics. This way, more can be charged for the finished product and more profit can be made. This profit can then be used as additional capital for the business and to provide a better life for all involved,” he says.

This approach has contributed greatly to Urwibutso Enterprises, making profits around the million dollar mark in the past two, very difficult, post-recession years.

Sina is adamant that Africans should take a page out the West’s book. More emphasis should be put into becoming self-reliant, rather than relying on international aid. He would rather not give his fellow Africans fish, but teach them how to fish. That way they will never go hungry.


Enterprise And Traceable Tea From Tanzania



Tahira Nizari; images supplied

How this Tanzanian entrepreneur’s tea startup is weathering the Covid-19 storm.

When Tahira Nizari started her social enterprise Kazi Yetu in Tanzania’s bustling city, Dar es Salaam, with her business partner and husband, Hendrik Buermann, almost two years ago, she didn’t anticipate the sheer scope of her big idea.

But she also didn’t expect that, because of an employee’s exposure to the coronavirus in April, she and her entire team would be quarantining for two weeks, stalling work in a year that she had projected growth for her company. With the pandemic’s onset, she lost most of her customer base in Tanzania, albeit temporarily, and was forced to come up with a game-plan and quickly pivot.

“It’s been an economic recession overnight, more or less,” says Nizari.

With family roots in Tanzania, and armed with formal degrees from Dubai and Canada, and experience in economic inclusion in the non-profit development sector, Nizari aimed to set a benchmark in the agribusiness sector in Tanzania through value-addition and by employing local women in her factory based in Dar es Salaam to produce “a traceable product” for the local and international market.

“Right now, tea is just exported in bulk completely (from Tanzania) and then all the jobs thereafter in that value chain are done abroad. So what we said was ‘let’s redistribute that job creation, let’s bring it back to Tanzania and let’s create a facility in which we can hire workers all locally and have a product that is 100% made in Tanzania’,” says Nizari. After extensive research in multiple target markets, both locally and abroad, building relationships with 250 Tanzanian farmers, setting up a factory exclusively employing local and previously-unemployed women, and many iterations of the seven blends of its flagship Tanzania Tea Collection using local flavors and spices, Kazi Yetu was ready to expand its scope in 2020.

“We were following our business plan… but we were really cautious and risk-averse (in 2018 and 2019). And then, we said, ‘you know what, when 2020 hits, it’s going to be growth’.”

Nizari was planning on reaching up to 4,000 farmers, buy machinery from China, grow the local B2B customer base, permanently employ all the women at the factory and begin to export on a larger scale after the launch of Kazi Yetu’s online store.

But when the coronavirus hit the local and international markets, things started looking very bleak, especially since Kazi Yetu is currently fully self-funded.

 Not only did it lose almost all of its monthly income, but the farmers stopped meeting in groups for the training, so the supply chain was disrupted.

“In Europe, people are all sitting at home. They’re looking for products to build their immunity – tea is a great solution.”

The factory also had to introduce safety protocols for employees at work and at home, as well as reduce the number of people working at any given time in order to adhere to social distancing.

An employee’s father also died of the coronavirus, which forced Nizari to ask everyone involved with Kazi Yetu to quarantine at home for 14 days.

“So what we said was, ‘look, we don’t want to risk their safety, but we also don’t want to risk their economic well-being’. So we just paid all of them their full-time salary,” says Nizari.

“Generally, our operational costs have been really hard to cover right now… but it’s okay, because it made us pivot.”

It inspired Nizari to expedite Kazi Yetu’s plans to export, kickstart the online store sooner than anticipated and build up stock to send to Germany, rather than just focus on the Tanzanian market, which is temporarily quite small. Exporting has been an issue, given limited shipping at the moment, but the European market proved to be a pleasant surprise for Nizari.

“In Europe, people are all sitting at home. They’re looking for products to build their immunity – tea is a great solution,” she says.

Slowly, the factory is moving back to normal operations and Nizari is trying her best to ensure a steady income for the employees. Kazi Yetu is also now available on local delivery applications in Tanzania, so people can order tea to their doorsteps.

Looking ahead, Nizari hopes to scale up exporting through the online store and retailers, whether in Europe, or also in markets like South Africa where products from sub-Saharan Africa are popular, and North America where innovative African products are in demand.

“We want our product to be competing with products made in Europe, and for example, Sri Lankan tea, Indian tea and Chinese tea. We want Tanzanian products to be well-regarded,” she adds.

Since the teas are traceable, which is a unique selling point, Kazi Yetu is also working on an app that uses blockchain to allow customers to access data on the tea they purchase, from the farm level, all the way to their cups. This way, they will know first-hand the impact the product has.

In addition, Nizari is working on a farm-hub model to build Kazi Yetu’s supply chain by helping them produce better raw products through a no-interest investment that can be paid back with their final product over time.

“The whole ‘economy versus safety’ debate… it’s something we have to think about moving forward… You can’t just operate as a business that makes money, you have to think about… the well-being of your workplace, the well-being of everyone in your supply chain… And I think this is where social enterprises really come in,” Nizari adds.

And a hot cup of locally-produced tea can certainly help take forward any such deliberations.

By Inaara Gangji

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Farmer Forays: ‘Creating A New Line Of Business’



Shola Ladoja; image supplied

Nigerian agripreneur Shola Ladoja, the founder of Simply Green, says the pandemic-induced lockdown brought with it logistic adversity, but also more local sales.  

With the marauding coronavirus disrupting lives and businesses in Nigeria, the financial stability of a majority of the country’s 200 million inhabitants has been severely affected.

The significant toll it has taken on economic activities has forced many small and medium enterprises to reimagine new ways of staying afloat. Covid-19 is also set to radically aggravate food insecurity in Africa. In spite of Nigeria’s dependence on oil, agriculture remains an important cornerstone for its economy, providing employment for millions especially in the informal sector.

The threat of starvation is so present that in a public address in May, Nigeria’s President Muhammadu Buhari, urged Nigerian farmers to produce enough for the country to eat, saying that the country has “no money to import” food.

But every cloud has a silver lining. The food shortage has presented some agripreneurs in Nigeria with serendipitous opportunities.

Shola Ladoja is the founder of Simply Green, which is a farm-to-table company specializing in vegetables, fruits, juices, spices and herbs. The border lockdown has meant that many of the retail and supermarket chains can no longer import foreign produce into the country.

But this hurdle created a new opportunity for Ladoja.

“[Previously], I tried to get my juices into local stores in Nigeria but they all turned me down and most of them wanted to buy imported juices. The lockdown meant that they had to buy a local brand like mine because they could not get them from abroad anymore. We are now able to sell a lot more during this time than previous years,” says Ladoja.

On the logistics side, however, Ladoja has also felt the pinch of the pandemic like most business that require consistent movement of goods and services. The lockdown scenario prevented his workers from coming in and as a result, the company’s daily delivery of juices, has come to an abrupt stop.  

Ladoja has had to start thinking outside the box to make ends meet.

“We have come up with a fruit and vegetable box, which we sell directly on our website to our customers. So, they can now buy lettuce, kale and carrots, which we have never done before. So, this period has forced us to think about how we can expand the business and this time we actually created a new line of business, which was not in the plans for this year,” says Ladoja.

According to the United Nation’s Food and Agriculture Organization (FAO), even before the Covid-19 crisis, farmers had not been able to satisfy the demands of Nigeria’s population.

“I feel like the government should give out grants and loans and support for small businesses so that they don’t crash. I have friends who have complained they are going to shut down their businesses because they haven’t been paid for two months. A lot of people cannot sell their produce in Lagos because the markets are closed which is going to affect a lot of farmers at this time,” says Ladoja.

Nigeria used to import over a million tonnes of rice from Thailand annually. That number has been significantly reduced with the implementation of high import taxes. This has led to an abnormal increase in food prices in Nigeria since the onset of the coronavirus with the UN estimating the number of people facing acute food security stands to rise to 265 million globally in 2020 as a result of the economic impact of the pandemic.

Nigeria has substantially increased domestic rice production in the pandemic but is still a long way from reaching the levels needed for the country to sufficiently feed itself. Coupled with the decline in global oil prices, it is safe to say the adverse economic impact of Covid-19 on Africa’s most populous country is going to be felt for a long time to come.

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All For Grooming Future Leaders



Katlego Thwane has had to dip into his own savings, with the Covid-19 crisis, to fund his noble cause, teaching the underprivileged in a South African township.

He is in his twenties, yet turning around the destiny of underprivileged young people around him.

Katlego Thwane, a 28-year-old born and bred in South Africa’s lively township of Soweto, is an educator and founder of the Atlegang Bana Foundation here that caters to primary school learners who struggle to keep up at school and need additional help.

“Our foundation also provides for needy learners from underprivileged backgrounds. One of my biggest campaigns at the foundation every year is to give confidence and motivation to learners for the year ahead,” says Thwane.

He has bagged numerous awards and accolades for his work, as a 2017 Young Community Shaper, 2018 Lead SA hero and featuring on live television show Big Up on SABC Mzansi in 2018.

Growing up, he was a “naughty boy”, as he describes himself, but says many are now astonished at the serious, ambitious young man he has become.

“Teaching has always been a passion of mine. I love seeing change, transformation and grooming leaders, and value their education while being innovative in taking our country forward.”

Thwane has recently established a clothing brand, BANA, under the Atlegang Bana Foundation. He is also currently handing out food parcels to the needy in his community, in partnership with Hollywoodbets.

“The virus has affected us immensely with many parents losing their jobs or taking salary cuts, we are not receiving the financial support as before. This has led to me [dipping] into my own personal pocket and [using it] to buy tutors data for teaching virtually,” says Thwane.

Most schools continue operating online because learners haven’t as yet returned to school, however, this has come with its share of setbacks.

Makosha Masedi, a parent of a Grade 4 learner, says her challenges come with network issues and understanding the tasks given to the child.

“Some of the programs that the work is loaded on to is not friendly for all devices, so submitting and retrieving becomes a problem, as also understanding some of the work,” rues Masedi.

But Thwane powers on, hoping for a better tomorrow, for himself and his country.

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