It would be accurate to characterize businessman Sina Gerard as a man of many crafts, and he practically puts it into reality.
His name is connected with “Akabanga,” a well-known brand of chilli, and “Akarusho” juice, just two of his several items that have gained international recognition.
Similar to this, many people who stop at Nyirangarama, a well-known refreshment stop on the Kigali-Musanze-Rubavu road, to have a bite to eat or a drink are unaware of the area’s true name because it is so closely associated with Sina Gerard.
Nyirangarama, a town in Bushoke Sector, Rulindo area, is situated in the undulating hills of Tare. It was founded by Sina Gerard, the founder of Entreprise Urwibutso, which produces a variety of goods that are well-liked in Rwanda and abroad.
He has a wide range of interests that go beyond his primary fields of manufacturing and agro-processing. These days, he has dabbled in education, sports, talent development, and even religion.
It’s not an accident or a coincidence. The businessman described how he expanded into community development, sports, education, and agriculture in an interview with The New Times, all with the goal of improving his hometown.
As usual, the lively trading center was bustling with activity when we arrived. Restaurants and supermarkets were packed with people, mostly travelers who wanted to stop for a bite to eat and a drink before continuing their journey.
Smoke from the roasting of the pork, maize, and potatoes fills the air here as a large crowd of people go about their various business dealings.
As people hurry into the restrooms to relieve themselves while others wait in line to purchase various items, traffic guides attempt to guide cars and buses to park appropriately. This continues for a full day.
We are shown upstairs to his office, which is an open area with a large number of people waiting to speak with him or ask for help. He has a lot of people to see and a lot of things to deal with, so he is a busy man.
Sina turns his focus to the interview after signing checks and placing many calls and orders. He goes into great detail on how Nyirangarama came to be and his entrepreneurial history, which began here in 1983.
Born in the region in 1963, he is a true son of the soil. As a businessman, he has not only changed the area but also established a standard for creating a comprehensive society that fosters youthful talent, values cultural variety, and provides chances for everyone.
A modest start
It is evident from his narration that Sina Gerard’s trip has been nothing short of remarkable.
This is where I began in 1983. This was a gravel road back then, and there was no electricity. However, I started and advanced mostly through creativity, coming up with fresh concepts in a variety of industries, but primarily in agriculture,” he explains.
His idea will ultimately influence how Rwanda’s commercial and agricultural sectors developed in the future. In his view, agriculture was about adding value to what you grow rather than about growing itself.
The cultivation of crops like chillies is not the only aspect of this agriculture. Rather, I enhance what we develop. According to him, this is how it resulted in something remarkable: making items out of peppers, maracuja, and bananas—things that grow on our soil in Rwanda.
He now claims that wine, which has gained fame all around the world, is one of his greatest accomplishments.
Sina Gerard never wavered in his conviction that Rwanda’s natural resources and its young might be the key to development, even if he began in difficult conditions.
His tale of growing from a small local company to a well-known brand throughout the world is evidence of his tenacity, inventiveness, and profound comprehension of the requirements for creating a sustainable economy.
The businessman’s efforts have been led by the straightforward notion, “If others can do it, we can do it too.”
A vision based on agriculture and innovation
He recognized a chance in agriculture, a field with enormous economic potential, and he implemented a strategy that was and is still distinctive today.
Despite not having an early opportunity to study, Sina demonstrated his commercial acumen by naming his items with letters starting with “A” and coming up with inventive ideas like playing music for pigs on a farm.
Sina recognized the benefits of introducing layers of innovation to the agriculture industry, in contrast to many entrepreneurs who only concentrate on raw agricultural production.
He brought in value-added goods like peppers, bananas, and maracuja (passion fruit), which are produced from Rwanda’s abundant agricultural resources.
