By Salem Lorot
Sometime earlier this year, an article by the title ‘You Lazy (Intellectual) African Scum!’ by Field Ruwe, a US-based Zambian media practitioner and author, went viral. I remember reading it and ‘burning inside me’ for the truth that Ruwe told and the challenge he gave to the African intellectuals. Field Ruwe observed:
“They call the Third World the lazy man’s purview; the sluggishly slothful and languorous prefecture. In this realm people are sleepy, dreamy, torpid, lethargic, and therefore indigent—totally penniless, needy, destitute, poverty-stricken, disfavored, and impoverished. In this demesne, as they call it, there are hardly any discoveries, inventions, and innovations. Africa is the trailblazer. Some still call it “the dark continent” for the light that flickers under the tunnel is not that of hope, but an approaching train. And because countless keep waiting in the way of the train, millions die and many more remain decapitated by the day. ”
But Africa is not all sorrow. Here at Chicamod, we always want to tell the African story of success. In the Feature section, we have laid bare the stories of Extra-ordinary stories of East Africans in different fields of human endeavor.
And now, we bring you the story of Andrew Rugasira and how he has completely revolutionized the coffee market for Uganda’s coffee in London, U.S.A. and recently Austria. In his story is the hope of an economically empowered African share in the global trade. For starters, African share in the world trade is a measly 1%!
But we are jumping the gun. Let us start from the beginning of the story.
Rugasira: The Making of the Entrepreneur
Andrew Rugasira, a Ugandan, went for his studies in London and even at that early phase in life he had developed his entrepreneurial skills. This paid off dividends. At one instance, he successfully flew in Lucky Dube, a hitherto unprecedented show that was jam-packed and well organized. Also, when the former President of the US, Bill Clinton, visited Uganda, Rugasira was tasked with the responsibility of providing the stages, lighting and sound for three Clinton speeches.
But the establishment of his own Coffee company, Good African Coffee is where the heart of his story of success, as well as heartache and pain, really lies. At a personal level, Rugasira was nominated Young Global Leader 2007 by World Economic Forum and Uganda Chapter Chairman of Eastern Africa Fine Coffee Association.
Growing coffee on the Kasese hills on the western side of Uganda did not start on a silver platter and it was no coffee-smell, quite literally. For more than two times, Rugasira boarded a plane to UK, camped in a London Hotel and sent e-mails to those who could buy his coffee and never got a response, let alone a negative response. But he did not lose hope. He had to use an overdraft facility more than twice in order to ‘get word’ of his coffee product, sold most of his family assets and strained to penetrate the world market.
And when he got his lucky break in 2009, things worked for the better. The Willow Creek Community Church in Chicago, through its African outreach program, invited Rugasira to its annual leadership summit. With such a platform, he talked about his vision of the Good African and African economic reliance. This caught the attention of Jerry Kehe who had just retired as the head of one of the largest distributorships that trucked goods to American supermarkets. On the next day, Kehe took Rugasira to the company’s headquarters!
And now, the Good African Coffee is the story of success. The year 2003 idea of Africans being able to process and market their own products globally for sustainable development is a dream which is largely realized by Rugasira’s company.
The milestones of the company are enviable. From realizing the potential of growing Arabica coffee in a place that was known well for this feat, to the launching of roast and ground coffees in South Africa through the Shoprite Checkers Supermarket Chain in 2004, to Waitrose, a UK Supermarket chain listing Good African roast and ground coffees in 2005 and later Sainsburys— the Good African has come a long way and deserves a commendation. In 2010, Good African was nominated for the FT ArcelorMittal Boldness in Business Award.
The Good African coffee products are Rukoki Gold, Espresso Roast, Rwenzori Mountains, Central Plains and Freeze dried instant.
May be, perhaps, Field Ruwe’s serious indictment of Africa wasn’t informed by the travails of Andrew Rugasira. African initiatives for Africans. Sounds like a good title to a new chapter of the African story
Rugasira CEO makes the pitch for Good African Coffee
Salem Lorot is a lawyer currently pursuing a post-graduate diploma in law. He is a published poet with a running blog, echoes of the hills, a writer and an avid reader. He has written extensively on a wide range of issues on law and society. He is a connoisseur of the music in East Africa, fashion, cuisine and his regular staple is the entertainment industry with the manifold twists and turns. His interests are informed by themes of social justice and interactions with diverse groups in Kenya.
