On December 5th, 2019, Rwanda Development Board (RDB) announced a 3-year partnership with PSG. For three seasons, the Paris Saint-Germain community and the world will have a unique opportunity to experience Rwanda’s breath-taking beauty, creative culture, innovative environment, and modern and distinctive Made in Rwanda products.
In addition, the ’Visit Rwanda’ logo will be displayed at Parc des Princes Stadium and on PSG training kits.
Dr. Mukeshimana Géraldine, Minister of Agriculture and Animal Resources told the media that the partnership will contribute to a significant increase in foreign exchange earnings and play a major role in the economy of the country.
"Most tea brands are expected to cost $7 but all 32 tons we produced last year were not sold at that price. We have experienced less prosperous times where a pack cost $2.20."
She said that coffee has not been performing well on the international market and farmers experienced losses compared to the investment they made.
"Farmers raised concerns that the coffee business was not profitable due to the money they spent buying fertilizers. The government of Rwanda injected Rwf 5 billion in the coffee business over the last year to support farmers who incurred unnecessary costs."
Dr. Mukeshimana said that penetrating new markets will be the solution to boosting the value of tea and coffee. "We currently have Alibaba market and with the partnership between RDB and PSG, we expect to make strides in the agricultural sector and bring our tea and coffee brands to an international standard."
A “Semaine du Rwanda à Paris” (Rwanda Week in Paris) event will be organized to promote “Made in Rwanda”. A number of fashion, art and lifestyle collaborations will also be launched over the next months and young and eco-responsible luxury brands will join forces with Visit Rwanda and PSG in exciting tripartite collaborations.
Only Rwandan tea and coffee brands will be sold at Parc des Princes Stadium.
As part of the partnership, Paris Saint-Germain will support young Rwandan footballers to reach their full potential by organizing training programmes for both coaches and youth, enabling access to the expertise offered by France’s most successful football club.
RDB recently announced that a previous partnership with Arsenal FC bore earnings amounting to €36 million (Rwf 36 billion)
Coffee plays a major role in the economic development of Rwanda. In 2018, the National Agricultural Export Development Board (NAEB) announced that the country had exported 24,000 tons of coffee, earning $67million.
In 2019, NAEB expects to earn $75 million in coffee exports.
In 2018, Rwanda received more than 1.7 million tourists.