
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
EXPORTS
By our African Marketing Confederation News Team | 2025
The nation is currently one of the lesser lights in African coffee exports, but the 2024/25 marketing season showed positive trends.
Rwanda’s coffee exports increased by almost 50% in the 2024/2025 marketing season, earning revenue of US$116–million. In addition, output rose 25% to 21,000 tonnes.
Image by Wahyu_T on Freepik
The Kigali-based newspaper, The New Times, reports that the figures were released by the country’s National Agricultural Export Development Board (NAEB) at an event earlier in November.
It quotes the CEO of the NAEB, Claude Bizimana, as saying that two factors drove the strong performance: the maturity of replanted coffee trees and a strong rally in global coffee prices.
Under the Rwandan government’s Strategic Plan for Agricultural Transformation, the country wants to raise its coffee export volumes to 32,000 tonnes by 2028/2029. The plan emphasises improving productivity, modernising processing facilities, and expanding access to premium markets.
Rwanda is sixth-largest African coffee exporter
Rwanda ranks as Africa’s sixth-largest coffee exporter – behind Uganda, Ethiopia, Tanzania, Côte d’Ivoire and Kenya.
“While smaller than these major players, the Rwandan sector continues to benefit from favourable market conditions and targeted government support,” comments Agence Ecofin, an information agency specialising in public management and the African economy.
For years, Ethiopia has been synonymous with African coffee. But the website Coffee Intelligence reports that, in a quiet but formidable shift, Uganda has seemingly taken the lead by exporting 7.17million bags worth $1.97-billion in the past year.
Rwandan domestic consumption on the rise
Rwanda’s coffee industry is also being boosted by an increase in domestic coffee consumption.
According to the NAEB, there has been progress in Rwanda’s domestic coffee consumption, driven by changing consumer habits, government initiatives, and a growing appreciation for locally produced coffee.

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She comes to Havas as a business leader with more than 20 years of expertise across marketing, advertising, transformation and growth.