Rwanda’s Chilli Sauce Breakthrough: UK-Based Startup Secures Rwf18 Billion Export Deal with Belgian Retail Giant

Rwanda’s growing presence in the international agri-food industry has received a major boost as Chilli Mash Company, a UK-based producer of premium chilli sauces with Rwandan roots, sealed a major five-year export agreement with the Belgian supermarket chain Delhaize. The deal, valued at £11 million (approximately Rwf18 billion), marks a significant milestone in Rwanda’s emerging role as a supplier of value-added, globally marketable food products.

Founded by British entrepreneur Natt Boarer and Rwandan partner Stephanie Kayirangwa, Chilli Mash has built its brand on a simple but powerful premise: combining Rwanda’s rich agricultural produce particularly its flavourful chillies with global culinary standards to create sauces that appeal to both African and European palates. The company sources chillies from local Rwandan farmers and uses small-batch artisanal methods to maintain quality and flavour consistency. The result is a range of chilli sauces that are bold, clean, and authentically Rwandan in inspiration.

The new agreement with Delhaize one of Belgium’s largest retail chains with over 800 stores across the country will see Chilli Mash supplying 150,000 bottles of its chilli sauce over five years. This will not only increase the company’s brand visibility in Europe but also cement Rwanda’s image as a viable origin for high-quality, export-ready food products. The move could trigger a ripple effect across Rwanda’s broader agri-processing landscape, encouraging similar ventures to follow suit.

Speaking about the deal, co-founder Stephanie Kayirangwa said the success is a result of years of hard work, relationship-building, and a clear vision to elevate Rwandan agricultural products on the global stage. “We wanted to create something that celebrates Rwandan produce but also meets international standards of branding, packaging, and taste. This deal proves it’s possible,” she stated.

The export breakthrough comes at a time whenEast Africa is actively working to diversify its economy through industrialisation, agri-processing, and export promotion. Government policies have favoured SME development in agro-industry and supported producers in achieving export certifications such as HACCP and ISO standards, which are often prerequisites for entering European markets. This strategic policy environment has helped businesses like Chilli Mash overcome barriers traditionally faced by African food exporters such as quality assurance, logistics, and branding.

In practical terms, the Delhaize contract will necessitate a significant increase in production capacity for Chilli Mash. This presents opportunities for investment in equipment, cold storage, logistics, and labour, all of which will likely be sourced within Rwanda. The supply chain will also be strengthened through partnerships with chilli farmers, packaging providers, and transport companies. “This is not just a win for Chilli Mash,” noted Natt Boarer, “it’s a win for an entire ecosystem of growers, packers, and young entrepreneurs in Rwanda who are part of our value chain.”

Moreover, the success of this venture stands to inspire a new generation of African entrepreneurs, particularly women, to build export-oriented businesses that draw on local resources and creativity. As Stephanie Kayirangwa emphasised, “The world wants African flavours, but they also want reliability, traceability, and excellent design. That’s what we offer, and it’s why we’re growing.”

The Chilli Mash–Delhaize export deal unlocks several promising areas for business and investment in East Africa. Firstly, the rising demand for Rwandan-grown chillies suggests strong potential for scaling up commercial chilli farming, especially through contract farming models that benefit smallholders. Investors could support agritech solutions, such as irrigation and pest control systems, to improve yields and quality.

Secondly, the processing and bottling segment is set for expansion. Investment in automated bottling lines, food-safe packaging production, and cold-chain logistics will be critical. Given the stringent standards of European buyers, there is also a need for third-party certification services, quality testing laboratories, and advisory firms that support SMEs in navigating export requirements.

Additionally, Rwanda could position itself as a hub for boutique food products in East Africa, leveraging its political stability, business-friendly regulations, and growing logistics infrastructure (such as the Bugesera International Airport and improvements at Kigali’s inland port).

This deal exemplifies how strategic branding, global partnerships, and policy support can turn local produce into globally demanded exports and Rwanda is clearly poised to capitalise on this momentum.

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