The three-day exhibition, held from June 25 to 27 at the Brussels Expo, brought together key players from across the global coffee value chain, including farmers, exporters, processors, buyers, investors, and industry experts.

Rwanda was represented by the National Agricultural Export Development Board (NAEB) alongside more than 30 companies engaged in the country’s coffee trade, showcasing a range of products and engaging in tastings, networking sessions, and industry discussions aimed at expanding international market access.

For Rwanda, the event provided an important platform to promote its coffee. Exhibitors told IGIHE that the event enabled them to establish new business contacts and explore opportunities for expanding into new markets.

According to Oreste Baragahorana, a representative of Rwandan coffee processors and exporters, Rwandan coffee is now gaining recognition in various parts of the world, and the exhibition proved highly beneficial.

“We met people from all segments of the coffee industry and exchanged views on the current state of the sector. This exhibition has been very valuable for us. We came as a delegation of more than 30 Rwandan exhibitors, and we believe the outcomes will contribute to improving farmers’ livelihoods and strengthening the coffee industry in Rwanda as a whole,” he said.

Meanwhile, Angélique Karekezi, head of RWASHOSCCO, explained that the event allowed her company to strengthen relationships with existing clients while also attracting new buyers interested in discovering Rwandan coffee.

She also praised NAEB’s organization of the Rwanda Pavilion, noting that its strategic location at the entrance of the exhibition gave it strong visibility among visitors.

Rwanda Farmers Coffee Company Coffee to be available in Delhaize stores in Belgium

In an interview with IGIHE, Filip Tack, Managing Partner of FT Advisors, revealed that following a partnership agreement with Rwanda Farmers Coffee Company, Rwandan coffee will soon be available in several Delhaize stores across Belgium.

“We have agreed to begin selling fully processed Rwandan Arabica coffee in a number of Delhaize stores. Some agreements have already been finalized, while discussions with others are still ongoing,” he said.

He added that the objective is now to import coffee from Rwanda that is fully processed, packaged, and marketed under Rwandan brands.

Emmanuel Rusatira, founder of Baho Coffee, said that participation in the global exhibition provided an excellent opportunity to showcase the strengths of Rwandan coffee to international buyers.

“This exhibition brought together key players from the global coffee industry. It gave us an opportunity to explain the quality of Rwandan coffee and the policies Rwanda has put in place to support the sector,” he explained.

He noted that many visitors were curious about how Rwanda exports its coffee despite being a landlocked country.

“They were satisfied with the explanations we provided and decided to take steps toward purchasing Rwandan coffee. We expect to secure new markets in the near future,” he added.

Kalila Kantengwa, Managing Director of Kivu Belt Coffee, emphasized that the quality of Rwandan coffee is reflected in the growing interest shown by international buyers.

She cited the example of a European coffee trader who purchases Rwandan coffee, packages it under his own brand, yet continues to highlight its Rwandan origin.

“This demonstrates that we produce high-quality coffee that is in demand. International awards won by our coffee have also helped raise its profile globally,” she said.

With 25 years of experience in the coffee sector, Michaella Kubwimana noted that the Rwandan coffees tasted during the exhibition scored between 85 and 90 points, reflecting their outstanding quality.

For Aloys Rubayiza, this edition of World of Coffee confirmed that Rwandan coffee has achieved international recognition.

“Rwandan coffee is now highly sought after and appreciated. We must intensify our marketing efforts abroad and work together to increase export volumes so that the revenues Rwanda earns from coffee can double or even triple,” he said.

In Wavre, Belgium, specialty coffee expert Taki Hadjili also praised the qualities of Rwandan coffee, highlighting its distinctive aroma, rich flavor profile, authenticity, and high-quality processing.

Currently, approximately 60% of Rwanda’s coffee production is exported.

According to NAEB, coffee export volumes increased by 39% in 2025 compared to 2024, while export revenues rose by 65% over the same period.

In 2025, Rwanda exported 23,860 tonnes of coffee, generating more than RWF 216 billion in revenue.

Photos from the second day of the exhibition

Photos from the third day of the exhibition

Tasting

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