Excerpt from A Good African Story by Andrew Rugasira
In an excerpt from A Good African Story, Andrew Rugasira describes how his company became the first Ugandan coffee brand to be sold in South Africa in 2004.
Rugasira writes how he had previously done consultancy work for Shopright Checkers and helped to organise a meeting between Shopright’s CEO Whitey Basson and the president of Uganda, Yoweri Museveni. After the meeting he pitched his coffee business idea to Basson in the back of the car on the way to the airport. This short conversation eventually led to Shopright stocking his coffee.
On Thursday 9 March 2004, we became the first Ugandan coffee brand to be sold in South Africa when Shoprite Checkers, the leading supermarket chain, agreed to retail our roast and ground coffees. Our three inaugural coffee products – ‘Prestige’, ‘Gold’ and ‘Classic’ – were branded under the ‘Rwenzori Finest Coffee’ label (which was the company’s original name before it became Good African in 2005), and the roasting and packing of the coffee was outsourced to a roaster in Cape Town.