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AfricAn success stories More than ndrew rugasira is a development … what we really need is the first african company to not only poster child for all that value addition at source. Manufacturing produce coffee but also process it locally just another cup A is good and savvy about and processing at source will mean that and market it internationally. He and his entrepreneurship in africa. This ugandan team were met with scepticism from we retain the bulk of the value.” businessman holds a Master’s degree the local coffee growers, who were the world loves sustainable from Oxford university and was running a jaded after years of war and exploitation. of cofee successful marketing and events company business practices But, with the help of local leaders and Motivated by a philosophy rooted in farmers, the word spread and growers when, in 2002, he decided to establish came on board. The company, to date, the african spirit of ubuntu (‘humanity good african Coffee. what sets it apart from the crowd is western uganda in 2003 to present an farming practices, and also pays a that it’s not just another entrepreneurial to others’), rugasira visited the hills of has educated 14 000 farmers on organic Good African Cofee is a local start-up with global ambitions. activity. rather, at its core it is an idea to local coffee growers: to become premium for their coffee beans. What sets it apart from many others, however, is the aim of integrating upliftment venture that gives a 50% good african Coffee – which good business practice with a strong social conscience. shareholding to employees, coffee processes and packages its coffee out of a factory in Kampala – works towards farmers and local communities. Today the brand is sold in some 600 maximising outcomes for their coffee Tesco supermarket outlets in the uK and, farmers, the farmers’ communities, in 2004, it became the first ugandan employees and shareholders by ensuring coffee brand to be sold in south africa that 50% of the company’s net profit when shoprite Checkers began to retail is fed back into communities through good african Coffee’s roast and ground sustainable community empowerment products. rugasira’s ‘Trade not aid’ projects. in addition to uplifting farmers, campaign is also gaining momentum and the company also supports orphanages his drive to marry business success with and education and healthcare initiatives. social awareness around poverty in africa This business-with-a-conscience remains a central goal. approach has earned rugasira accolades Strategic Marketing Africa examines across africa. it’s a positive personal what african businesses and profile that is beneficial for both the brand entrepreneurs can learn from rugasira’s and the man, garnering constructive story about how to build a brand and media coverage and goodwill. break into global markets. Play to your strengths remember where while rugasira had a good idea, a you come from solid business case and a desire to while good african Coffee’s reach is now make a difference, he knew nothing global, rugasira remains outspoken about about coffee production. as he told the need to improve the state of business Cnn: “what i brought to good african in africa. “africa exports only 18% of Coffee was a marketing understanding; manufactured goods and imports 65%. an understanding of branding, an no economy has developed without value understanding of communications, an addition,” he says. He notes that “[only] understanding of how brands are built. 10% of african trade is within africa itself; i thought that would help because if it’s a joke. i mean, there is just no way we were to create this coffee brand we that you can sustain that – 40% of trade needed to make sure that the branding happens in north america, 63% within aspect was really top-notch and could be the european union – and here we are put onto international shelves.” talking about africa opening for business. Concentrating on his abilities has For whom?” allowed him to focus on building the rugasira continues to drive home the brand on the world stage. so successful need for sustainable business practices Top: Marketer and entrepreneur, has he been in this regard that the world Andrew Rugasira. Above: His book, in africa, telling Cnn’s African Voices published last year, brought the intellectual Property Organisation (wiPO) programme: “as africans we need to Good African Coffee story to a wider has commended good african Coffee’s look to ourselves as solutions to the global audience brand strategy, saying it is a major problems of systemic poverty and under- contributor to the success of the brand. 24 strategicmarketingafrica Second quarter 2014 Second quarter 2014 strategicmarketingafrica 25