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 6.&A=/.< B#C-/'#:#.)8 *+$ ,28$-3.# ,2 /.==&(.#&3,.2 4,3+ 3+$ 6.8$#21$23 &2' '.2.#- 10-3 &''#$-- -$8$#&= A$) #,-A- 3. $2-0#$ 3+$ -0//$-- .7 3+$ &8./&'. $@%.#3,2< (0-,2$--: *+$-$ #,-A- ,2/=0'$ -0%%=) /+&,2 #,-A- I$:<:> /..%$#&3,8$2.3 ($,2< -$3 0% &2' 8&#,&(=$ /.11.',3) %#,/$-MB %.=,3,/&= d #$<0=&3.#) #,-A- I$:<:> +,''$2 /.-3- &2' -+.#3&<$ .7 &8&,=&(=$ =&2'MB 1&#A$3 #,-A- I$:<:> =,1,3$' -1&==+.='$# 7
$# 0%3&A$ &2' 7&,=0#$ 3. -$/0#$ RJ /$#3,7,/&3,.2MB &2' /.==&(.#&3,.2 #,-A- I$:<:> ,2&(,=,3) 3. ',-3#,(03$ ,2%03- &2' <.8$#21$23 d '.2.# 024,==,2<2$-- 3. 7,2&2/$ ,2%03 %#.8,-,.2M: b.4$8$#> /=$&# 1,3,<&3,.2 -3$%- $@,-3 7.# $&/+ .7 3+$-$ #,-A &#$&-: C.# $@&1%=$> /.2/$#2- &(.03 meeting the EU’s 7#0,3 /$#3,7,/&3,.2 #$?0,#$1$23- &#$ /0##$23=) ($,2< &''#$--$' 3+#.0<+ % $#-+,% ,2,3,&3,8$- ($34$$2 the Rwanda Standards Bureau’s &2' 3+$ f#,3,-+ K3&2'&#'- ;2-3,303$: *+$ 6.8$#21$23 .7 94&2'& &2' -$8$#&= %0(=,/ &2' '.2.# -3&A$+.='$#- &#$ &=-. 3&A,2< 1$&-0#$- 3. ,1%#.8$ 3+$ $28,#.21$23 7.# '.,2< (0-,2$-- ,2 94&2'& ,2 <$2$#&= &2' ,28$-3,2< ,2 Rwanda’s avocado $@%.#3,2< -$/3.# ,2 %,/0=&#: C.# $@&1%=$> 3+$ <.8$#21$23 ,- 4.#A,2< 3. -3#$&1=,2$ 3+$ =&2' &/?0,-,3,.2 %#./$-- () -,1%=,7),2< &/?0,-,3,.2 %#./$'0#$- &2' -+.#3$2,2< =$&' 3,1$- 7.# ,28$-3.#-: ;3 ,- &=-. '$8$=.%,2< #$<0=&3,.2- 7.# 3+$ -3#,/3 $27.#/$1$23 .7 /.23#&/3- ($34$$2 (0-,2$--$-> /..%$#&3,8$-> &2' .3+$# -0%%=,$#-> &=.2< 4,3+ & -,1,=&#=) #.(0-3 =$<&= 7#&1$4.#A &#.02' /.23#&/3 =&4: F'',3,.2&==)> ,3 ,,1%=$1$23,2< 2$4 1$&-0#$- '$-,<2$' 3. $=,1,2&3$ +,''$2 /.-3- 7.# ,28$-3.#- —  %,/0=&#=) /.-3,2/0##$' &3 /0-3.1-: 5$&24+,=$> -$8$#&= ,2,3,&3,8$- () '.2.#-> ^6_-> &2' 3+$ %0(=,/ -$/3.# &#$ 02'$#4&) 3. (0,=' 3+$ /&%&/,3) .7 -1&==+.='$# 7
$#- () ,1%#.8,2< 3+$,# &//$-- 3.> &2' 0-$ .7> 3+$ ,2%03- 3+$) #$?0,#$ 3. .%$#&3$

6

.%3,1&==): *+$ %#.8,-,.2 .7 $@%.#3 <#&'$ &8./&'. -$$'=,2<- 3. -1&==+.='$# 7
$#- 4,== +$=% $2-0#$ 3+$ ?0&=,3) &2' -0,3&(,=,3) .7 &8./&'. 7.# $@%.#3: K$8$#&= %#,8&3$ &2' """ ,2,3,&3,8$- '$-,<2$' 3. ,1%#.8$ Rwandan farmers’ access to credit —  &2' 3. &77.#'&(=$ ,2-0#&2/$ —  &#$ $,3+$# %=&22$' .# ($,2< ,1%=$1$23$': _3+$# '.2.# ,2,3,&3,8$- &#$ 02'$#4&) 3. +$=% '$8$=.% 3+$ A2.4=$'<$ &2' -A,==- .7 -1&==+.='$# 7
$#-: "#.-%$/3,8$ ,28$-3.#- /&2 =$8$#&<$ 3+$-$ $@,-3,2< ,2,3,&3,8$- 3. (0,=' 3+$ /&%&/,3) .7 7
$#- &2' /..%$#&3,8$- &2'd.# 1.2,3.# &2' $8&=0&3$ ,1%#.8$1$23- ,2 7
,2< %#&/3,/$-> ,2/.1$-> &2' =,8$=,+..'-:

 D#3#=,+:#.) E#.#1/)8 *+$ ($2$7,/,&= -./,&= ,1%&/3 3+$ ,28$-31$23 4,== +&8$ 4,== '#,8$ 10/+ .7 3+$ /#,3,/&= 6.8$#21$23 &2' %0(=,/ d '.2.# -0%%.#3 7.# &2 ,28$-3.# %0#-0,2< 3+,- .%%.#302,3): *+$ 6.8$#21$23 .7 94&2'& +&- -$3 &<<#$--,8$ $/.2.1,/ '$8$=.%1$23 &2' $@%.#3 <#.43+ <.&=- 7.# 94&2'& &2' 7&8.#- ,28$-31$23- 4+,/+ '#,8$ 3.4&#'- 3+$ #$&=,e&3,.2 .7 3+ is mandate. With over 80% of Rwanda’s  %.%0=&3,.2 %#,1&#,=) $2<&<$' ,2 3+$ &<#,/0=30#$ -$/3.#> 3+,- ,28$-31$23 4,== ($ & /#,3,/&= (0,=',2< (=./A ,2 3+,- $77.#3: *+$ ,28$-31$23 4,== %#.8,'$ ,2/.1$- 3. X>VHH 94&2'&2-> /.2-,-3,2< .7 X>HHH .03\<#.4$#- &2' VHH ',#$/3 $1%=.)$$-: 9$&= ,2/.1$- 7.# .03\<#.4$#- &#$ $@%$/3$' 3. ,1%#.8$ () .8$# DGH[> <,8$2 3+$ =,33=$ ,7 &2) ',#$/3 #$8$20$ /0##$23=) #$/$,8$' () KbC- 7.# 3+$,# &8./&'. %#.'0/$: ;28$-3.#- -+.0=' /.2-,-3$23=) /.==&(.#&3$ 4,3+ 3+$ 6.8$#21$23 &2' '.2.#- .2 02'$#-3&2',2< &2' $2+&2/,2< 3+$ -./,&= ,1%&/3 .03/.1$- .7 3+,- ,28$-31$23 ,2 .#'$# 3. 1&,23&,2 3+$ =$8$= .7 -0%%.#3 3+&3 4,== ($ #$?0,#$' 3. -0//$--70==) (0,=' &2 &8./&'. $@%.#3,2< (0-,2$-- ,2 94&2'&:

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$# $2<&<$1$23 <.&=- .7 3+$-$ $77.#3- 4,3+ 3+$,# ,28$-31$23: *. -0//$--70==) $@$/03$ 3+,- ,28$-31$23 &2' #$&=,e$ 3+$ /.1%$3,3,8$ &'8&23&<$- &3 +&2'> %#.-%$/3,8$ ,28$-3.#- 4,== 2$$' 3. (0,=' #$=&3,.2-+,%- &2' 4,3+ (.3+ %0(=,/ &2' '.2.# -3&A$+.='$#-> ,2/=0',2< 3+$ 6.8$#21$23 .7 94&2'&> #$=$8&23 7,2&2/,&= ,2-3,303,.2-> &2' '.2.# .#<&2,e&3,.2-: R-3&(=,-+,2< /.22$/3,.2- 4,3+ 9Lf> 5;^F69;> ^FRf> &2' JKF;L> &1.2< .3+$#-> 4,== $&-$ 3+$ =&2' &==./&3,.2 &2' 1&#A$3 $23#) %#./$-- &2' &=-. -3#$2<3+$2 investors’  $77.#3- 3. -$/0#$ ,2-3,303,.2&= /.23#&/3-: F--$--,2< &2' (0,=',2< /.2-01$# 1&#A$3 %=&37.#1- ,2 3+$ RJ &2' ,'$23,7),2< %#./0#$1$23 &##&2<$1$23- #$?0,#$' 4,== ($ ,1%.#3&23 3. ,2,3,&3$ $&#=) .2 <,8$2 3+$ =$&' 3,1$- #$?0,#$': "#.-%$/3,8$ ,28$-3.#- ,23$#$-3$' ,2 $@%=.#,2< 3+,- .%%.#302,3) /&2 &=-. -$$A 70#3+$# ,27.#1&3,.2 7#.1 3+$ 94&2'& L$8$=.%1$23 f.&#'> 3+$ 5,2,-3#) .7 F<#,/0=30#$> .# 5.2,3.# 6#.0%:

7

:.

!;% <"7=%+ >??'7+2*3+8

*+$ 7.==.4,2< (0-,2$-- /&-$ .03=,2$- 3+$ ,28$-31$23 .%%.#302,3) 7.# &8./&'. $@%.#3,2< ,2 94&2'&: ;23$#$-3 ,2 3+$ 94&2'&2 &8./&'. $@%.#3,2< ,2'0-3#) +&- ($$2 3#&',3,.2&==) +,<+ &1.2<-3 U$2)&2 7,#1=..A,2< 3. $@%&2' 3+$,# -.0#/,2< #$&/+> (03 ,28$-31$23 +&- ($$2 #$-3#,/3$' ($/&0-$ 94&2'& 1.-3=) /0=3,8&3$- +)(#,' 8&#,$3,$- .7 &8./&'. &2' 2.3 3+$ b&-- 8&#,$3) ,2 '$1&2' 7.# ,23$#2&3,.2&= $@%.#3: *+,(0-,2$-- /&-$ -$$A- 3. &''#$-- 3+$ .%%.#302,3) 3. =$8$#&<$ &2' /.1%=$1$23 .2<.,2< $77.#3- 3. ',-3#,(03$ b&-- 8&#,$3) -$$'=,2<- 7.# /0=3,8&3,.2 &2' %#.8,'$ %.3$23,&= ,28$-3.#- 4,3+ 1.#$ ,27.#1&3,.2 .2 3+$ 1&#A$3 7.# &8./&'.-> 3+$ /.1%$3,3,8$ $28,#.21$23> &2' 3+$ A$) 7,2&2/,&=- &2' /&%,3&= #$?0,#$1$23- &--./,&3$' 4,3+ 3+,- .%%.#302,3):

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K=,A&= 23,4&5, D#:&.5

F8./&'. '$1&2' +&- <#.42 #&%,'=) ,2 #$/$23 )$&#-> %,/0=&#=) ,2 '$8$=.%$' 1&#A$3- 4+$#$ 3+$ +,<+ 203#,3,.2&= /.23$23 &2' 3&-3$ .7 &8./&'.- ,- '#,8,2< #.(0-3 '$1&2': *+$ -3#.2< '$1&2' 3#$2' ,- 4$== ,==0-3#&3$' () ,1%.#3 <#.43+ 4+,/+ +&- <#.42 &3 DY[ %$# &2201 .8$# 3+$ =&-3 '$/&'$: ;2 GHDH 3+$ 3.3&= 8&=0$ .7 <=.(&= &8./&'. ,1%.#3- 3.%%$' aD:X (,==,.2D: >(2&.$ ?@ A<-B+< /=5-.1' -, 60-7+8-C DEED –DE?E FGH; I(<<(-)J 2,500

2,000

1,692

1,655

2009

2010

1,516 1,500

+17%

1,000

500

666

700

2003

2004

990

963

2005

2006

1,371

487

0 2002

2007

2008

Z$3 '$-%,3$ 3+$ -3#.2< <#.43+ &2' +,<+ /.2-01$# &%%$&=> &8./&'. %#.'0/3,.2 -,<2,7,/&23=) =&<- 3+&3 .7 .3+$# %.%0=&# 7#0,3-: *+,- ,- '0$ ,2 % 3. &8./&'.’s status as a “new”  7#0,3 ,3$1> +&8,2< .2=) ($$2 ,23#.'0/$' ,23. 3+$ J:K: & +02'#$' )$&#- &<.> &2' ,23. 3+$ RJ 7,73) )$&#- &<.: O,3+ <=.(&= %#.'0/3,.2 .7 Q:X 1,==,.2 1$3#,/ 3.2- , avocado is still far behind “ .='” 7#0,3- -0/+ &- /,3#0-> (&2&2&- &2' %$&#-> 4+,/+ +&8$ <=.(&= %#.'0/3,.2 .7 DGV 1,==,.2> PQ 1,==,.2> &2' GD 1,==,.2 #$-%$/3,8$=)G: f$,2< & “2$4” 7#0,3 1$&2&8./&'. '$1&2' +&- 2.3 )$3 #$&/+$' %$&A =$8$=-> &2' 3+$ /.2-01$# 1&#A$3 #$1&,2- 7&# 7#.1 -&30#&3$':

D

;*S *#&'$1&%

G

Agrexco, ‘6=.(&= Trends in Main Avocado Markets’, 2011

8

*+$ #..1 3. <#.4 7.# 3+$ &8./&'. -$/3.# #$%#$-$23- & -0(-3&23,&= .%%.#302,3) 7.# 2$4 -.0#/$- .7 -0%%=): >(2&.$ D@ K-.<8 >.&(1 L.-8&71(-) FI(<<(-) I"J 150

125

100

93

70

50

35 21

18 4

0 Citrus

Bananas

 App les

Mangoes

Pears

Peaches

 Avo cado

*+$ RJ %#$-$23- & +,<+=) &33#&/3,8$ 1&#A$3 7.# &8./&'. ,1%.#3-> '#,8$2 () -3#.2< '$1&2'> /0##$23 -0%%=) <&%-> &2' +,<+ -$&-.2 %#,/$-: *+$ 1&#A$3 7.# &8./&'. ,1%.#3- /$23$#- %#$'.1,2&23=) .2 3+$ RJ &2' 3+$ J:K:> 4+. ($34$$2 3+$1 &//.023 7.# 2$&#=) NV[ .7 &== &8./&'. ,1%.#3-: b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

9

>(2&.$ M@ A.-:1# -, /=5-.1' ()1- 1#$ GNHN +)8 3GC ?OOO –DEEOC BP H-&.7$ *-&)1.P F"#-&'+)8 I"J CAGR 

U.S.

(’99–’09)

25% 

417

117

CAGR 

EU

(’99–’09)

Chile

14% 

215 43

Israel

-1% 

52

Spain

-1% 

12

Kenya

1% 

48

SA

1% 

43

52

Chile

14

8

1999

2009

174 46

301

Mexico

2% 

38% 

60 11 44 32 12 1999

2009

n/a 

Mexico -5% 

*+$ =&/A .7 #$&') -.0#/$- 7.# ,2/#$&-$' -0%%=) 3. 3+$ RJ /#$&3$- & -,<2,7,/&23 .%%.#302,3) 7.# &8./&'. /0=3,8&3,.2 ,2 94&2'& &,1$' &3 -$#8,2< 3+$ RJ 1&#A$3: *+$ RJ +&- ,2/#$&-,2<=) -.0<+3 3. -.0#/$ 7#0,3 &2' 8$<$3&(=$- ,1%.#3- 7#.1 R&-3 F7#,/&: R@%.#3- .03 .7 3+$ R&-3 F7#,/&2 S.1102,3) IRFSM +&8$ <#.42 &3 over 15% over the preceding decade, growing the region’s share of the global market by around 4% per

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Q

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10

>(2&.$ Q@ 60-7+8- L.(7$ ><&71&+1(-)' () 1#$ GR 4

Cold-season

Cold-season

3

  g    k   r   e   p    D    S    U

2

The ‘cold-season’ corresponds to the time of year when Africa’s largest exporters (South Africa and Kenya) do not serve the EU market, due to low domestic supply. Rwanda can cultivate avocados year round

1

0 Jan

 HIH

Feb

Mar

 Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

L,:+#)/)/3# 253&.)&<#8

Rwanda’s linkages to regional avocado markets, cost structure and climatic conditions give Rwanda

',-3,2/3 /.1%$3,3,8$ &'8&23&<$- ,2 3+$ $@%.#3 .7 &8./&'.-: C0#3+$#1.#$> 3+$ <=.(&= 1&#A$3 2$$' 7.# ,2/#$&-$' &8./&'. -0%%=) <.$- ($).2d Rwanda’s production capacity; thus the increase capacity or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b.4$8$#> ,2 3+,- /&-$> 3+$ /.-3 ',77$#$23,&= ($34$$2 U$2)& &2' 94&2'& -0<<$-3- 3+&3 3+$ /.-3- 3. %&/A&<$ &2' 3#&2-%.#3 &8./&'.- 7#.1 94&2'& IC_f ^&,#.(,M 4,== ($ 0% 3. DV[ =.4$# 3+&2 7#.1 U$2)&:

11

>(2&.$ S@ T-7+1(-) +)8 *-'1 680+)1+2$ Cost Differentials, Rwanda vs. Kenya (FOB Nairobi)

EAC Trading Block and Region al Map

Rwanda Kenya

Rwanda is ~15% cheaper than Kenya

South Sudan

-15%

Uganda

Kenya

Rwanda Democratic Republic of theCongo

700 km: Kigali to Nairobi

  g    k   r   e   p   s    t   n   e    C    D    S    U

1.1

1.1 1.0

0.8

Burundi Tanzania

0.2 0.0 EAC Members

Other Trade Countries

Transport

Procurement, Labor & Other 

Total

94&2'& &=-. +&- 3+$ ,'$&= /.2',3,.2- 7.# &8./&'. /0=3,8&3,.2> 4+,/+ #$,27.#/$ 3+$ -3#.2< /.-3 /.1%$3,3,8$2$--: b&-- &8./&'. — 3+$ 1.-3 4,'$=) /.2-01$'> #$%#$-$23,2< NH[ .7 &== 3+$ 3.3&= &8./&'. 1&#A$3 —  ,- $-%$/,&==) 4$== -0,3$' 3. 3+$ %#$8&=$23 &<#.\/=,1&3,/ /.2',3,.2-: F//.#',2< 3. 3+$ K.03+ F7#,/&2 ^&3,.2&= L$%$23 .7 F<#,/0=30#$> b&-- <#.4- ($-3 02'$# 3+$ 7.==.4,2< /=,1&3,/ &2' <$.<#&%+,/ /.2',3,.2-B 3#.%,/&= =./&3,.2-> &=3,30'$- .7 ($34$$2 PHH 1$3$#- &2' G>THH 1$3$#-> /.2-,-3$23 #&,27&== 4,3+ &220&= =$8$=- &(.8$ D>HHH 1,==,1$3$#-> 3$1%$#&30#$ #&2<$- .7 ($34$$2 GH &2' GT '$<#$$S$=-,0-> &2' +01,',3) =$8$=- &(.8$ XV[: W./&3$' ]0-3 34. '$<#$$- -.03+ .7 3+$ $?0&3.# 4,3+ )$&#\#.02' #&,27&== 94&2'& ,- 3+$ %$#7$/3 1&3/+:

12

>(2&.$ U@ *<(=+1(7 *-)8(1(-)' () 9:+)8+

Temperature 30 C°

20 10

Maximum

 Average

Minimum

Relative Humidity 100 %

50 0

 Average

Morning

 Af ternoon

Precipitation 200 m 100 0 Jan Feb Mar  Apr  May Jun Jul  Aug Sep Oct Nov Dec

Rwanda’s  /=,1&3,/ &'8&23&<$- +&8$ ($$2 &//$230&3$' ,2 #$/$23 )$&#- &- 2$,<+(.#,2< /.023#,$- +&8$

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bC,2 94&2'&> 4,3+ & /.1(,2$' 3.3&= .7 .8$# DV>HHH +$/3&#$- 02'$# /0=3,8&3,.2: 6#.4,2< /.2',3,.2- 1$&2 3+&3 &8./&'.- &#$ %#.'0/$' &== )$&#\#.02': *+$ -3#.2< %.-,3,.2 .7 &8./&'. &1.2<-3 KbC- &2' 3+$ /.1%=,1$23&#) <#.4,2< /.2',3,.2- /.1(,2$ 3. '$=,8$# ),$='- .7 GD 1$3#,/ 3.2- %$# +$/3&#$> /.1%&#$' 4,3+ ]0-3 DH 1$3#,/ 3.2- %$# +$/3&#$ ,2 U$2)&:

T

JKF;L 9&,24&3/+> 5&) GHDD

13

>(2&.$ V@ L-1$)1(+< W+'' 60-7+8- X($<8' FI" 5$. #$71+.$ 5$. +))&=J

21

x2

  e   r   a    t   c   e    h   r   e   p    T    M

10

Kenya

Rwanda

*+$-$ /.1%$3,3,8$ &'8&23&<$- +&8$ 2.3 ($$2 /&%,3&=,e$' .2 %#$8,.0-=) ($/&0-$ +,-3.#,/&==) 94&2'& +&/0=3,8&3$' =./&= 8&#,$3,$- &2' 2.3 3+$ b&-- &8./&'. 8&#,$3) '$1&2'$' () ,23$#2&3,.2&= 1&#A$3-: b.4$8$#> 3+$ ',-3#,(03,.2 .7 $@%.#3\<#&'$ -$$'=,2<- ,2 #$/$23 )$&#- ,2/#$&-,2< 3+$ =,2A ($34$$2 -0%%=) and demand in Rwanda’s avocado market> &2' ,- '#,8,2< 7.#$/&-3- 7.# $@%.#3- .7 GH>HHH 1$3#,/ 3.2- () GHDYV: F/30&= $@%.#3\<#&'$ &8./&'. %#.'0/3,.2 ,2 $&#=) GHDG 4&- DVH5* .7 b&-- %$# &2201 &2' QHH5* .7 C0$#3$ %$# &2201:

 HIM

 6.&A=/.< 6.3/',.:#.)

The attractiveness of the competitive landscape is augmented by the attractiveness of Rwanda’s

(0-,2$-- $28,#.21$23: 94&2'& .77$#- 3+$ 1.-3 (0-,2$-- 7#,$2'=) $28,#.21$23 4+$2 /.1%&#$' 3. ,3R&-3 F7#,/&2 /.023$#%-> #&2A,2< D-3 4,3+,2 R&-3 F7#,/&> &2' Q#' ,2 K0(\ Saharan Africa on the “Doing X Business” report for 2012 : 94&2'& %$#7.#1- 4$== .2 3+$-$ #&2A,2<- &- ,3 .77$#- =$-- (0#$&0/#&3,/ #$'\ 3&%$> $&-,$# &//$-- 3. /#$',3 &2' =.4$# 3&@ #&3$- 3+&2 ,3- 2$,<+(.#-: *+$ 6.8$#21$23 .7 94&2'& I6.9M ,&/3,8$=) -$$A,2< %#,8&3$ -$/3.# ,28$-31$23 ,23. 3+$ /.023#)> %,/0=&#=) ,2 3+$ &<#,/0=30#$ -$/3.#: O,3+ <.8$#21$23 -0%%.#3 /.1(,2$' 4,3+ 3+$ ,23$#$-3 &2' -0%%.#3 7#.1 =&#<$ ^6_- &2' '$8$=.%1$23 % $#-> -0/+ &- JKF;L> 3+$ $2&(=,2< $28,#.21$23 %#.8,'$- /.1%$==,2< -0%%.#3 7.# ,28$-31$23 ,2 Rwanda’s agribusiness sector.

R/.2.1,/&==)> 94&2'& +&- -+.42 #.(0-3 <#.43+ ,2 6L" .8$# 3+$ %&-3 7$4 )$&#-> 4,3+ &2 N:G[ SF69 ($34$$2 GHHX &2' GHDH Y: S.27,'$2/$ 7#.1 7.#$,<2 ,28$-3.#- /&2 ($ -$$2 ,2 3+$ #&%,' ,2/#$&-$ .7 7.#$,<2 ',#$/3 ,28$-31$23 ICL;M .7 GH[ ($34$$2 GHHY &2' GHHP N: The country’s political and macroeconomic

V

 ^FRf ;23$#8,$4

X

IFC and World Bank, “Doing Business”, 2012

Y

 f^9

N

 O.#=' ;28$-31$23 9$%.#3 GHDD

14

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e$' 4,3+,2 94&2'&> &2' +&8$ ($$2 8$#) -%$/,7,/&==) 3&#<$3$' () 3+$ 6.8$#21$23 .7 94&2'&> 4+. &,1 3. (..-3 3+$ 8&=0$ .7 +.#3,/0=30#&= $@%.#3- 3. aQQV 1,==,.2 () GHDY I& SF69 .7 YX[M DH: ;2 .#'$# 3. #$&=,e$ 3+$-$ +.#3,/0=30#&= 3&#<$3- -3$%- &#$ ($,2< 3&A$2 3. $2+&2/$ ,28$-3.# &33#&/3,8$2$--:

 HIN

 O,.
*+$#$ ,- =.2<\3$#1 %.3$23,&= 3. <#.4 %#.7,3 1&#<,2- &2' ,2/#$&-$ %#.'0/3 ',77$#$23,&3,.2 4,3+,2 3+$ &8./&'. -$/3.#: *+$-$ '$8$=.%1$23- 4,== 3&A$ %=&/$ .8$# 3,1$> /&3&=)e$' () 3+$ $&#=) -3&<$ -$/3.# ,28$-31$23 3+&3 ,- .//0##,2< 3.'&): *+$ 7,#-3 %+&-$ ,2 -$/3.# '$8$=.%1$23 4,== ($ 3+$ $-3&(=,-+1$23 .7 $@%.#3 1&#A$3 =,2A- &2' 3#&'$ 7=.4-: *. #$&=,e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b.4$8$# 6.8$#21$23 $77.#3- 3. 3$&1 0% 4,3+ 7.#$,<2 -3&2'&#'- .#<&2,e&3,.2-> ,2/=0',2< 3+$ f#,3,-+ K3&2'&#';2-3,303,.2> -$$A 3. enhance the capability and credibility of Rwanda’s standards : ;3 ,- $@%$/3$' 3+&3 &/$#3,7,/&3,.2 -3&2'&#'- &2' 3+$ ?0&=,3) .7 %#.'0/$ &#$ ,1%#.8$'> 3+$ -$==,2< %#,/$- &2' %#.7,3 1&#<,2- .2 94&2'&2 &8./&'. $@%.#3- 4,== ,1%#.8$ &- 4$==: S#$&3,2< & strong, premium Rwanda “/.023#) (#&2'” 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d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

Grow Africa Forum, “Brief on Rwanda: Agricultural ;28$-31$23 opportunities in Rwanda’s Food Baskets”, 2011

DH

9$8,-$' ^&3,.2&= R@%.#3 K3#&3$<)

15

/.2-01$# 1&#A$3- %.3$23,&==) .%$2 0% ($).2' 3+$ RJ> 94&2'& 4,== ($ &(=$ 3. =..A 3. -$#8$ 2$4 1&#A$3- with growing demand for this ‘new fruit’ : >(2&.$ Y@ L-1$)1(+< ;$0$<-5=$)1 H1+2$' -, 1#$ 60-7+8- 345-.1()2 /)8&'1.P 3



  s   n    i   g   r   a    M    t    i    f   o   r    P   g   n    i   s   a   e   r   c   n    I

2



1





Establishment of Country Brand

Leverage retail relationships to expand margins



Potential Diversification into Other Avocado Products

Identify high margin avocadorelated products with similar retail chann els, .e.g., processed avocado products Expansion into avocado oil was evaluated and deprioritized  given it is a low margi n, high volume product 

Development of Export Potential

Develop strong relationships with en d market Invest in ‘best practice’ for l ocal cultivation

Increas ing Product Differentiation 

16

A.  MIJ

B*4%,+6%*+ C3D;$3D;+, *++,')-./)0 D#1/./)/,.

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17

>(2&.$ O@ *#+))$< *-'1 H1.&71&.$ ,-. ?Z2 -, 60-7+832%

100%

Margin

Price

5%   e   c    i   r    P   g    k    f   o   e   g   a    t   n   e   c   r   e    P

7% 12% 17%

9% 18%

Procurement

Preparation

Transport

Packaging Material

Overhead

Selling

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