To kick off the year, we are giving away a copy of A Good African Story: How a Small Company Built a Global Coffee Brand. Written by Andrew Rugasira, this is the inspirational story of how an African-owned coffee company became a profitable global brand. Rugasira offers an argument for trade as opposed to aid, and […]
In 2004, Ugandan entrepreneur Andrew Rugasira founded Good African Coffee, with a vision to become the first African to collect, roast, market, and sell quality coffee direct to supermarkets globally. By his example, Rugasira hoped to demonstrate that trade, not aid, was a viable, sustainable strategy for driving Africa’s economic and social development. Good African Coffee had its first breakthrough, when the company launched its roast and ground coffees in South Africa through the Shoprite Checkers supermarket chain. In 2005, Waitrose became the first UK supermarket chain to list Good African roast and ground coffees. The following year, the company’s coffees were listed in Sainsburys. Today, the company supports more than 14,000 farmers and gives 50 percent of its net profits back to the community through investing in sustainable community empowerment projects. Rugasira’s remarkable entrepreneurial journey is captured in his book, A Good African Story A Good African Story: How a Small Company Built a Global Coffee Brand, out this year. In this interview with the Africa Book Club, he talks about his experience, the challenges he experienced, and what he learned.