Sixteen Rwandan exporters, supported by the National Agricultural Export Development Board (NAEB), the Rwanda Development Board (RDB), the Private Sector Federation (PSF), and the Embassy of Rwanda in Morocco, are showcasing the country's finest coffees and teas, products increasingly recognised for their quality, traceability, and smallholder-driven production.
Strong early interest from Moroccan buyers
RDB reported highly encouraging early engagements with prospective buyers, noting that several exporters held constructive and forward-looking discussions. According to RDB, these interactions 'signal significant potential for establishing new trade partnerships within the Moroccan market.'
The strong interest comes as Rwanda posts rising export revenues. Tea earned $114.88 million in 2023/2024, a 7.1% increase from the previous year, while coffee revenues surged 47.4% in the 2024/2025 season to $116.1 million. NAEB projects coffee earnings could reach $192 million this year, driven by expected exports of 32,000 tonnes.
Rwanda showcases quality, consistency and farmer-centred production
Rwanda's speciality profile was highlighted throughout the festival. NAEB CEO Claude Bizimana, speaking during the opening engagements, underscored Rwanda's reputation for excellence:
'Rwanda is internationally recognised for producing some of the finest Arabica Bourbon coffees, grown at high altitudes and known for their sweetness, bright acidity, and exceptional body.'
Rwanda's coffee sector is sustained by around 400,000 farmers, each tending an average of 300 trees. Together, they produce 330,000â€"380,000 bags annually, equivalent to 20,000â€"23,000 metric tons.
To meet the needs of speciality buyers, Rwanda has diversified its processing methods, offering fully washed, honey, natural, and increasingly anaerobic coffees. These innovations have strengthened Rwanda's competitiveness in premium markets.
Bizimana added that Rwanda's tea sector remains equally strong, producing high-grade CTC, orthodox teas, and growing volumes of green tea. 'Rwandan tea ranks among the best in international auctions, and we are eager to bring more of it to the Moroccan market, where quality is highly valued,' he noted.
Morocco is a gateway market
The Private Sector Federation (PSF) sees the festival as a strategic entry point into Morocco's dynamic food and beverage landscape.
Speaking at the event, PSF Chief Operations Officer Faustin Karasira highlighted the readiness of Rwandan companies to scale up commercial engagement.
'The Moroccan market has shown remarkable openness toward Rwandan products. We see strong potential for partnership with the Chamber of Commerce, Industry and Services of Marrakech, especially in strengthening trade missions and creating sustainable supply chains," Karasira noted.
He emphasised that Rwanda's traceable, speciality-grade coffees and teas align well with shifting consumer preferences in Moroccan hotels, cafés, and retail chains. PSF confirmed that discussions with CCISM will continue, including plans for reciprocal trade missions and market access initiatives.
Production expansion to meet rising demand
Rwanda's growing visibility is supported by investments aimed at increasing production. NAEB plans to plant 2.9 million new coffee seedlings across 1,043 hectares this year, while rejuvenating 443 hectares of ageing trees, building on last year's 1.3 million seedlings planted. Tea production, meanwhile, is projected to reach $164 million by 2029, supported by rising factory capacity and expanded plantations.
A gateway to North Africa
For Rwandan exporters, the festival's B2B platforms offer the chance to secure distribution channels, explore joint ventures, and better understand Morocco's hospitality and retail ecosystem. Many see Morocco as a natural gateway to the broader North African market, where demand for high-quality coffees and teas is increasing.
'We are here not just to exhibit, but to build bridges. Morocco has welcomed us with warmth and professionalism, and we look forward to turning these engagements into concrete business partnerships," Karasira concluded.
As the guest country of honour, Rwanda has a platform to deepen partnerships, attract buyers, and negotiate export and processing deals. Visitors can access traceable micro-lots and products tailored for international markets. Morocco, with its growing demand for fine coffee and tea, is a strategic market for Rwanda.
Rwanda's presence also positions East Africa as a source of exceptional speciality beverages, highlighting a shift toward quality, innovation, and sustainability in African agriculture.
Karirima Aimable Ngarambe
