Celebrating Partnership in Rwanda's Growth

B R A L I R WA Celebrating partnership in Rwanda’s growth

1

Same Great taSte Now Brewed IN rwaNda

2

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

PUBLISHED BY: HOPE HOLDINGS Kigali Heights 3rd Floor | West Wing P.O. Box 6176 Kigali - Rwanda www.hope-mag.com @hopemagazine1 Copyright 2018

All rights reserved. No part of this work may be reproduced or used in any form or by any means – graphic, electronic, or a mechanical. Including photocopying, recording, taping or information storage and retrieval systems – without written permission of the publishers

Editing: Matthew Rwahigi Creatives & Design: George Odokopira

PUBLISHED FOR

Contents of this publication may be reproduced or transmitted in any form or by any means, electronic, photographic, or mechanical in whole or in part provided the intended use is for non-commercial purposes and full acknowledgement is given to BRALIRWA ©2018

3

4

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

We understand and believe that the private sector is the prime engine of our economy; that investment creates prosperity and opportunity for our people, as a basis of the society to which we aspire�.

H.E Paul Kagame President of the Republic of Rwanda

5

MISSION A world class sustainable beverage company in Rwanda with high quality brands that satisfy needs and give enjoyment to our consumers, while respecting our people, society and the environment in which we live.

VALUES Bralirwa Plc’s three core values are derived from its parent company Heineken N.V.’s values, being Respect, Enjoyment and Passion for Quality. The values are based on the Company’s passion for quality beverages and its constant respect for its employees, business partners, customers, shareholders and all who are connected to the Company. The values help define the corporate culture and working methods within the organisation.

Respect for People, Society and the Environment in which we live As an integral part of the local and global communities in which it operates, Bralirwa Plc respects the laws and regulations of the countries in which it is active. Bralirwa Plc pays attention to different cultures and to environment preservation, aims to be a good corporate citizen and takes most seriously its responsibility to be fully integrated, in a sustainable way, in the society in which it operates.

Enjoyment Bralirwa Plc participates in making life more enjoyable by producing high quality beers and sparkling beverages and marketing them responsibly through innovative sponsorships, advertising and countrywide promotions. Bralirwa Plc’s sponsorship portfolio, which spans sports, music and arts includes many positive events that contribute to the enjoyment of many. Enjoyment for life is also reflected in the working life and atmosphere within the Company.

Passion for Quality As a subsidiary of Heineken N.V. and a license holder of The Coca-Cola Company, Bralirwa Plc ensures that everything it does or produces is of high quality. Bralirwa Plc continually aims to obtain and maintain its internal and external quality standards. This is not only reflected in its products and brands, but also in other activities such as social and employment policies. In Bralirwa Plc there is a belief that being a quality employer and investing in employees creates benefits and value for the Company and its reputation, but also for all of the Company’s stakeholder.

6

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

EDITOR’S NOTE

In celebrating Heineken made in Rwanda, we also acknowledge Bralirwa’s contributions to improving lives

R

wanda has experienced unprecedented turnaround in all aspects of the country from social, political and the economic fronts giving Africa and the world indeed a story of hope that anything is achievable if the hard work necessary to achieve small milestones at a time that eventually lead to the set vision is put in.

As Bralirwa, we have been inspired and I can comfortably say blessed to be in Rwanda at such an exciting time when so much growth and transformation is happening in the country and for being part and parcel of this journey.

Being the country’s oldest beverage manufacturer, putting into the market some of the most favorite beverages that have been at the centre of the Rwandan social life for now close to six decades, we have enjoyed support from the Rwandan consumers who have loyally believed in our promise of unwavering quality.

This publication celebrates the acquisition of local production license from the Heineken Group to begin producing and bottling Heineken in our Gisenyi brewery. This is big news for us at Bralirwa and it has significant implications for the economy especially when one considers that a global premium beverage of Heineken’s caliber will now henceforth become a made in Rwanda product; dropping the import costs that have always been incurred in bringing it from Amsterdam.

Similarly and on the backdrop of loyalty and support of the Rwandan market and owing to the core values that govern our operations, Bralirwa has over the years partnered with government of Rwanda agencies in different

areas, non-government organisations and grassroots actors, and in some cases on its own to roll out initiatives that have had an impact on the lives of people in almost every part of Rwanda over the last six decades.

These initiatives are close to our hearts and we consider each of them as a building block that has enabled us to embody the values of respect for the communities around our operations and improving the quality of life, facilitating enjoyment for life and contributing to long term sustainability.

This publication highlights some of the community empowerment, environmental protection and industry contributions that Bralirwa has been engaged into and which in various ways have empowered our operations towards even the achievement of the milestone we celebrate today.

It is the hope of the entire team that compiled and worked on this publication that through it, you will take a glimpse into our operations and acquire an understanding of what this milestone and the partnerships that made it possible mean to the Bralirwa family.

Freddy Nyangezi, Corporate Affairs and Communications Manager

7

C O N T 10

MESSAGE FROM THE MINISTER OF TRADE AND INDUSTRY

11

BRALIRWA continues efforts to improve local sourcing contributing to socioeconomic development

34

From strategy to Practice; environmental protection initiatives embedded in the Bralirwa operating model

44

MESSAGE FROM THE CEO OF RDB

14

With Heineken made in Rwanda, Bralirwa positions as regional manufacturer

Heineken Made in Rwanda

52 AWARDS, RECOGNITIONS & ACCOLADES BRALIRWA’S ECONOMIC IMPACT

12

FOREWORD OF THE MANAGING DIRECTOR

14 30

8

BRALIRWA

E N T S 56 60

Bralirwa deservingly scoops Excellence Award for Corporate Social Responsibility

Making oral health accessible and affordable to rural Rwandans

INSPIRING a spirit of enjoying responsibly

86

ENJOYMENT & RESPONSIBILITY GROWING WITH COMMUNITY

RUHUNDA EKOCENTRE; leveraging partnerships to unlock community

66

GROWING WITH COMMUNITY

56

88 9

MESSAGE FROM THE MINISTER OF TRADE AND INDUSTRY

Producing Heineken locally affirms potential of the made in Rwanda campaign In two decades, Rwanda has had to build its society and economy from the rubbles of a devastating history which, in addition to the cost of over a million lives lost during the 1994 Genocide against the Tutsi, also left the country with a milliard challenges to sustainable development.

A

The successes we celebrate today were achieved thanks to the visionary leadership of H.E President Paul Kagame. In addition, individual private sector companies have translated the political vision into action among them, Bralirwa Plc.

the leadership determined to not be consumed in

companies have translated the political vision into

the ruins of the past.

action among them, Bralirwa Plc.

In this venture of rebuilding from nothing, the

Besides creating new Rwandan brands that can

Government of Rwanda understood that the

compete on the local, regional and global markets,

hefty task ahead required the contributions of all;

Made in Rwanda also seeks to attract already

public, private and civil society sectors local and

existing global brands to manufacture from

international alike if it was to be achieved quickly

Rwanda hence the local production of Heineken

and sustainably.

by Bralirwa is yet another success in this direction

Among other challenges was the fact that the

added to others like the recently-inaugurated

economy almost fully relied on imports for

Volkswagen assembly plant.

everything; from day to day basic commodities

We congratulate Bralirwa on acquiring the license

like food and drinks to capital goods.

to produce a global premium brand of Heineken’s

Towards covering this deficit and increasing the

calibre locally which we are confident will have

quality and quantity of our exports, we started a

good implications on Rwanda’s manufacturing

“Made in Rwanda” campaign two years ago which

sector and the economy at large, and encourage

aims at boosting innovations to produce more

them to continue innovating and producing not

locally and encourage domestic consumption of

only global brands, but also local brands that can

these products.

be exported to the rest of the World.

t the macro and micro levels of our society, there was practically little to start from 24 years ago except for a clear vision and zeal

of the Rwandan people from all walks inspired by

The successes we celebrate today were achieved thanks to the visionary leadership of H.E President

Hon. Soraya M. Hakuziyaremye

Paul Kagame. In addition, individual private sector

Minister of Trade and Industry of Rwanda

10

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

MESSAGE FROM THE CEO OF RDB

The success of Bralirwa proves Rwanda’s probusiness environment

This year Rwanda was recognised among the 10 best reformers and maintained its position as the second best place to do business in Africa in the World Bank’s annual Doing Business Report which measures ten major indicators of a favourable environment for business.

R

eforming the business environment for the Government of Rwanda aims at ensuring

Bralirwa’s long-term success bears testimony to Rwanda’s enabling business environment. Bralirwa’s success has cemented investor confidence and will help attract other businesses to Rwanda.

that the private sector, on which our highest

hopes for delivering the future we want for our

We congratulate the Bralirwa family as you

country rely, operates effectively and is facilitated

continue to play a significant role in Rwanda’s

as best as possible.

growth, and transformation.

Whereas reports such as the World Bank’s help to highlight such transformations that in turn boost investor confidence especially for the foreign

Hon. Clare Akamanzi

investors who need a lot of reassuring, the best

Chief Executive Officer,

measure for these reforms are achievements of

Rwanda Development Board

existing private sector actors that have grown sustainably and continue to carry the banner of excellence in their respective fields.

Bralirwa’s success has enabled it to acquire the license to manufacture Heineken beer locally, thereby making Rwanda the first country in the region to have such licensing. Bralirwa’s long-term success bears testimony to Rwanda’s enabling business environment. Bralirwa’s success has cemented investor confidence and will help attract other businesses to Rwanda.

11

FOREWORD OF THE MANAGING DIRECTOR

Heineken made in Rwanda; an achievement of collective effort

In 2014, Heineken celebrated its 150th anniversary which speaks volumes about the brand value of this global premium beer, the commitment to quality and to delivery of this promise of greatness in every bottle.

R

wanda through Bralirwa becomes the 9th sub-Saharan African country and first in East Africa to acquire a local production

license to produce Heineken.

I can speak in great lengthy about what this means for the confidence that the Heineken Group has in Bralirwa to uphold the standards of quality and brand identity that have been set and maintained for over a century and half.

However, most important and what I will dwell on more is the favourable environment that has made it possible for Bralirwa to develop its production capacity and standards as to inspire the confidence of the Heineken Group and acquire the license to

There is admirable ambition, clarity of purpose, and dynamism in finding solutions to challenges best demonstrated by the ease of access to decision makers in Rwanda. This combination provides a favourable environment which was prerequisite for Bralirwa to improve quality of its operations and to successfully negotiate this local license to produce Heineken.

produce Heineken beer locally.

Rwanda has set itself on an ambitious development plan and in the last two decades plus has proved this plan achievable. The leadership’s clarity of purpose and vision ensures that all of us who operate in Rwanda are inspired and indeed challenged to deliver to the best we can.

12

BRALIRWA

Beyond inspiring however, the Rwandan leadership is hands-on and this ensures that when there is anything that needs handling, we are able to get to any member of the Government quickly and whatever needs doing is done with the highest level of professionalism.

B R A L I R WA Celebrating partnership in Rwanda’s growth

There is admirable ambition, clarity of purpose, and

Similarly, the Energy Utility Distribution Corporation

dynamism in finding solutions to challenges best

Limited (EUDCL) has made good strides towards

demonstrated by the ease of access to decision

ensuring uninterrupted supply. Thanks to these

makers in Rwanda. This combination provides a

efforts and examples of government swiftness

favourable environment which was prerequisite

to act in solving challenges of the private sector,

for Bralirwa to improve quality of its operations

we getting closer to complete reliance on energy

and to successfully negotiate this local license to

supplied through the national grid having reduced

produce Heineken.

remote plant energy generation from 20% two years ago to 10% currently.

Other than the support received from among others Rwanda Environmental Management Authority,

Finally, I am only lucky that this milestone came

Rwanda Development Board, Rwanda Standards

during my time as the leader of Bralirwa but it

Board in the year of vigorous preparations that

has been a result of collective efforts of my

led to the Heineken license, the testimonies for the

predecessors, staff of the company and all who

Rwandan Government’s swiftness and flexibility

have been in its leadership who delivered on

cannot be exhausted but I will add one more.

prerequisite milestones that have made the icing

Two years ago when I had just joined Bralirwa, we

on the cake of achievements in the last six decades

were struggling with a high cost of electricity and

that is local production of Heineken possible and

in the Gisenyi plant intermittent supply on top of

to all, we are grateful it has been a collection.

the cost.

Local production of Heineken is a win for Rwanda Manufacturers and government together entered

and a milestone to be celebrated and we count on

into a process of discussions and the latter quickly

the continued support of Rwandans as we cement

and swiftly acted and in the last two years, the

this milestone and aspire to keep growing locally

cost of power has been significantly reduced and

and beyond.

we now relate quite well with costs in the region a move that has boosted the competitiveness of Rwandan manufacturers.

Victor Madiela, Managing Director

13

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

With Heineken made in Rwanda, Bralirwa positions as regional manufacturer With constructions on the plant inaugurated in 1957, Bralirwa’s initial product, Primus, was seen across Rwanda two years later and for several years remained the only beer the company produced.

Rwandan beer market from the Bralirwa bottling line in Gisenyi in present day Rubavu district.

T

his was later to be joined by Mutzig with the two constituting the brewery’s beer portfolio that only significantly changed in

the last two decades, a period considered as the Rwandan renaissance after the country’s turbulent early 1990s and the genocide against the Tutsi that destroyed everything practically everything.

Today, not only have the two mainstream beers of Mutzig and Primus been transformed in terms of quality from packaging to content and diversified to create variations like Mutzig lite and Primus Citron; many more premium products have joined the

14

BRALIRWA

Rwanda becomes the 9th African country to produce Heineken locally.

The production of the global premium beer as well comes as a pleasant addition to the country’s drive towards boosting local manufacturing in a bid to reduce the import burden and a trade deficit in its economy.

B R A L I R WA Celebrating partnership in Rwanda’s growth

According

to

the

beverage

manufacturer’s

Managing Director Mr. Victor Madiela, this diversification of portfolio from mainstream to premium beers speaks volumes about the transformations that Rwanda has undergone in the last 20 years.

“With the improving living conditions and the good performance of the economy which allows people to have some surplus revenue to spend, there is always a preference for premium beers and this is what we have been witnessing in Rwanda. As a manufacturer, we are required to follow the trends

US$250m

Injected into the economy which among others saw the construction of automated state-of-the-art bottling lines for Bralirwa’s Gisenyi brewery and soft drink’s plant in Kigali.

and ensure we provide what the market demands.” in Gisenyi to the task of accommodating this True to this surveillance of market dynamics and

premium beverage loved world over to ensure that

the growth of the Rwandan economy, Bralirwa

the same great taste is packed in every Heineken

which is a member of the Heineken Group since

bottle in Rwanda as is in Amsterdam, New York or

1971, in 2012 embarked on an ambitious investment

anywhere in the world.

drive to improve production technology, aspire to

“The process for the approval to locally produce

greater quality and boost its production capacity

Heineken beer took us a shorter time if you only

and with it consumer confidence.

consider from when we submitted the request but

Implementing a five year investment plan until

combining the period it took to invest in improving

2017, Bralirwa injected US$250 million (approx.

our operations in general, one would say it is a

Frw223billion) into the economy which among

task that has taken somewhere over six years,” Mr.

others saw the construction of automated state-

Madiela explained.

of-the-art bottling lines for both its Gisenyi brewery and soft drink’s plant in Kigali.

Thanks to investments in bringing its production to world standards, the company has been able to inspire confidence among its partners. The soft drinks’ line in Kigali was for instance voted best plant of the year within the Heineken Group in 2015.

Also, all Bralirwa’s beer products have

since been approved to adhere to international production standards all through the supply chain.

Reaping benefits Armed with the confidence in the quality of its products and production processes, Bralirwa tabled its request for local production of Heineken beer, a global premium that the company has imported from Amsterdam since 1991.

The journey lasted for a good year and saw yet an additional investment of US$10million in yet new production systems to raise the brewery

15

Citing some of the investments that had to be made in order to accommodate Heineken local production,

the

Bralirwa

Managing

Director

shared “for instance while we had constructed new state of the art fermentation tanks, they were vertical yet brewing Heineken required that we build horizontal ones. This and a few other details had to be taken care of before we could get the license”.

With the details addressed, evaluations, audits and tests successfully conducted and passed, Bralirwa had the Heineken Group’s approval for local production of the beer, news that is to be celebrated for long and that promises to transform the company’s operations significantly in its

For Madiela, the investment that the Heineken

contributions to the economy.

Group has made in Rwanda is an affirmation

Rwanda becomes the 9th African country to

of the country’s economic and political stability,

produce Heineken locally. The production of the

the

global premium beer as well comes as a pleasant

opportunities presented by this and its strategic

addition to the country’s drive towards boosting

location to regional business connections.

pro-business

environment

and

business

local manufacturing in a bid to reduce the import Heineken beer accounts for about 5% of

Reducing imports, creating business opportunities for many

Bralirwa’s annual sales volumes in the alcoholic

In addition to reducing imports through acquisition

drinks’ segment but with the local production

of the license for local production of the Heineken

which means lower costs of production that has

beer, Bralirwa’s investment strategy also focused

translated into a 20% reduction in consumer price;

on boosting local sourcing of raw-materials.

the company is pursuing to increase this share in

Through the high-tech maize farm –BRAMIN in

volumes to about 10% in a year.

Rwanda’s Eastern Province district of Kayonza

“This is only a beginning because we intend to

and investments in supporting small scale farmers

grow the volumes more through regional exports

of the maize crop to upgrade technology and

of Heineken beer. Our installed plant capacity in

boost productivity, Bralirwa has over the last three

Gisenyi is meant to serve four areas in the region;

years increased local sourcing of maize grits used

Rwanda, Uganda, Eastern DRC, and Burundi. This

in its brewing activities from insignificancy to over

was embedded into the investments made by the

50% today.

Group into this new facility and hence in a way we

Similarly, the company since three years ago

are beginning production with an assurance of a

began production of PET soft drinks and the

ready market,” Madiela confided.

packing boxes thereof that it had been importing,

burden and a trade deficit in its economy.

are now locally sourced inaddition to plastic crates Thus with the local production of Heineken,

for packaging many of its beverage offerings and

the Rwandan company which for 60 years has

is working with local manufacturers of these items

towered all not only the beverage segment but

to improve quality and ensure that more of what is

also the manufacturing industry in the country

needed in its production can be acquired within the

now positions as a regional competitor for the

country as it continues its efforts to growing the

beer market with a global premium brand.

profitability of its business and the opportunities it

16

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

HEINEKEN 33CL CRATE (X24) RWF 16,000

SAME GREAT TASTE NOW BREWED IN RWANDA RETURN AN EMPTY CRATE TO BUY AT THE RETAIL RECOMMENDED PRICE

17

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

With local production of Heineken “We now play in the Champions League”

Getting the license to produce and sell the Heineken brand is a long and complicated process that requires substantial investment in state-of-the-art equipment and advanced brewing know-how of our people.

O

ver the past year it took a series of tests by our own brewery but also by our Global Quality team based in the Netherlands to

be approved for Heineken production in Rwanda, a big achievement and something for our employees and the Rwandan community to be very proud of. As we say it: “We now play in the Champions

This has to assure our consumers that a Heineken enjoyed in New York City tastes the same as the one consumed in Amsterdam or in Kigali. Our business in Rwanda has over the past already proven to be fully in control when it comes to the quality of its products.

League”.

Import is a long and complex process that requires

is a top HEINEKEN company priority; it is our

Bralirwa to hold larger stocks in Rwanda and at

unique selling point of the brand and is part of

the same time exposes us to the need for foreign

company DNA for 150 years. Everywhere in the

currency. Hence, producing Heineken in Rwanda

world HEINEKEN operations which are licensed

means that we can produce and deliver directly

to produce Heineken have to follow strict process

from our modern brewery in Gisenyi. This positions

and quality regulations.

us well to deliver for the Rwandan market plus to the neighboring countries like DRC, Burundi and

This has to assure our consumers that Heineken

Uganda.

enjoyed in New York City tastes the same as the one consumed in Amsterdam or in Kigali. Our

Local production also means we add value to the

business in Rwanda has over the past already

final product in Rwanda. For our consumers it

proven to be fully in control when it comes to the

implies that they have the fantastic opportunity to

quality of its products. The HEINEKEN Company

drink a fresh Heineken straight from the brewery

has therefore shown its full trust in the local

as if they are sitting in the heart of Amsterdam.

Rwanda business by providing this production license.

With the heavy investments done in technology and the brewing processes in addition to the knowhow of our people, we can comfortably

Sander BOKELMAN

promise our consumers of top quality. Quality

Supply Chain Director

18

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

Sufficient investments have been made to assure of Heineken quality To prepare our company operations and particularly the brewery in Gisenyi we have invested approximately EUR 9million in state of the art equipment, crates and bottles for Heineken local production to assure we can meet the high Heineken quality standards.

T

his investment has come at the back of a vigorous five year investment program implemented since 2012.

The 5 year investment program is now complete so the extraordinary levels of spend are no longer necessary. Nonetheless, we have a comprehensive

Expect that as a business we are always assessing opportunities for growth, like we have done with Heineken local production, and will assess and evaluate those opportunities and accompanying investment needs in the normal course of the business.

CAPEX [Capital Expenditure] budget and plan for 2019.

Therefore, you should expect that as a business we

are

always

assessing

opportunities

for

growth, like we have done with Heineken local production, and will assess and evaluate those opportunities

and

accompanying

investment

needs in the normal course of the business.

Marcel OOSTERVELD Finance Director

19

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

Locally brewed Heineken fresher and more affordable

To assure our consumers of the same great taste we have subjected our locally produced Heineken to the highest standards and approvals by HEINEKEN. Thus we are excited to say that Heineken made in Rwanda is the same great taste in Rwanda as it is worldwide.

P

Wherever you go always ask for the ‘locally brewed Heineken at 800Rwf’.

roducing Heineken locally has enabled us to reduce the retail recommended price (RRP) from 1000Rwf to a very affordable 800Rwf.

This will keep Heineken premium whilst making it accessible to a wider consumption group and therefore increasing value chain sales volumes.

For retailers, Heineken made in Rwanda presents a better business opportunity given that we are able to produce all volumes needed and the promise of

Whilst the Heineken one way bottle is designed to the highest standards of environmental friendliness, the Rwanda market remains largely a returnable packaging material market. It is with this insight that we believe that the locally produced Heineken will further enhance environmental consciousness whilst fulfilling consumer preferences.

more consumers.

Wherever you go always ask for the ‘locally brewed Heineken at 800Rwf’.

will catch you too as you drink the Heineken made

Rwanda has over the years distinguished itself as an environmentally conscious nation introducing novel

policies

to

affirm

We are excited and believe that this excitement

this

position

in Rwanda and enjoy the same great taste fresh from our Gisenyi brewery.

and

commitment.

At Bralirwa and within the larger Heineken Group, environmental consciousness is a very central idea to our operations. The locally produced Heineken in Rwanda is yet another testimony to this commitment.

20

BRALIRWA

Ngange NGXIKI Sales Director

B R A L I R WA Celebrating partnership in Rwanda’s growth

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

Heineken made in Rwanda attests the investments in quality and the capabilities of our people

There has been significant financial investments in acquiring state of the art equipment necessary to accommodate the local production of Heineken beer and assurance of quality for our entire brand portfolio.

I

t could not have been possible to deliver this milestone of producing Heineken in Rwanda that we are celebrating today without our capable

workforce to whom I attribute this success.

Bralirwa

has

consistently

invested

in

We are proud, Heineken production activities are being operated by our skilled local employees.

Its investments will continue to impact our fast growing Rwandan economy and provide more exposure and development for our people

skills

development of hundreds of students in Rwanda who have passed through the hands of our seasoned professionals through different programs we offer. We believe having Heineken produced in Rwanda will only increase such opportunities.

Bralirwa has in the past benefited from high quality exchange visits with other breweries across the Heineken family.

We will continue to use this and many other opportunities available to us to maintain and grow skills of our human resources which are prerequisite for us to measure up to the expectations now that we are playing in the big leagues of producers of premium products.

It is indeed exciting to be part of the Bralirwa family during such historical moment.

Laetitia Uwera Human Resource Director

21

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

Heineken now a proudly Rwandan product

Put in simple terms, local production of Heineken means that Heineken beer will no longer be imported from Amsterdam but rather produced locally at the Bralirwa Gisenyi Brewery.

B

ralirwa has been given the go ahead to produce, package and sell Heineken locally which in return will make it more

affordable allowing more Rwandans to experience the freshness of Heineken, and thus increase our volumes, as well as our profitability, with the reduced cost of importation.

For the taste, nothing changes and the packaging is almost similar except that the bottle is now

As for pricing, locally produced Heineken is lower with the 33cl bottle going for Frw800 vs 1000.

The 24 bottle crate will be selling at 16,000. The price reduction is due to the eradication of importation costs and that Heineken is now in returnable bottles both of which make the production cost considerably lower.

slightly heavier given that its quality had to be aligned with the fact that Heineken bottles will

world class brew-masters & experts to ensure that

now be returnable.

we are capable enough of producing high quality brands.

Also from being packed in boxes as was the case

The success of Heineken brand local production,

in the past, Heineken made in Rwanda comes in

confirms that the brewery’s journey to dedicated

green crates each carrying 24 bottles.

quality, has reached a new milestone.

As for pricing, locally produced Heineken is lower with the 33cl bottle going for Frw800 vs 1000. The

Rwanda has made significant efforts towards

24 bottle crate will be selling at 16,000.

increasing locally produced products and we

The price reduction is due to the eradication

are confident that Heineken made in Rwanda is

of importation costs and that Heineken is now

a pride for all Rwandans and will be even more

in returnable bottles both of which make the

celebrated than when the beer was still imported.

production cost considerably lower.

Since the brewery first opened in 1959, high

Peter KARADJOV

investments have been made over the years in

Marketing Director

22

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

ACHIEVEMENTS, ASPIRATIONS, THE FUTURE

Sustaining and augmenting successes gained is our shared goal

As a corporate member of the Rwandan society, Bralirwa Plc places a strong emphasis on empowering individuals and communities around its operations, an endeavor that has been strongly invested in over the years.

W

ithout doubt I believe that this strong respect for people and the environment just as is the case with the passion

for quality has been instrumental in enabling the company to scale heights over the last six decades; leading to the acquisition of the license

Being a recent entrant into Bralirwa and its management team, it is with humility that I join into the celebration of the company’s contributions to Rwanda’s growth and particularly the license to locally produce Heineken, a global premium.

to produce Heineken beer, a milestone we are jubilantly celebrating today.

Our community empowerment initiatives span three areas of interest; environmental protection, health and education.

This publication covers in part, the initiatives that Bralirwa has had in each of these areas.

I am determined to contribute towards this goal with zeal and commitment and I have all the reasons to believe that, so is every member of our winning Bralirwa family.

Being a recent entrant into Bralirwa and its management team, it is with humility that I join into the celebration of the company’s contributions to Rwanda’s growth and particularly the license to locally produce Heineken, a global premium.

Going forward, the measure of our appreciation

Aline Pascale Batamuliza Corporate Affairs Manager

for these achievements will be how we maintain and even grow them.

23

24

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY Celebrating impactful contribution in Rwanda’s journey to economic liberation

25

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY

BRALIRWA’S Rubavu brewery A model of innovation in the ancient craft of beer-making The factory hall is huge, as big as a couple of

one bottle gets rejected, and is pushed sideways,

football fields. Yet there are surprisingly few

while the accepted crates roll on in their journey to

people about, perhaps a dozen in all.

beer lovers around the country.

T

his is the bottling section of the Bralirwa

Elsewhere in the brewery, too, things are being

brewery in Rubavu, where the company

automated. The newest fermentation tanks, for

invested €18 million to build a fully

instance, in which beer is being fermented for

automated plant that can handle 40,000 bottles

about two weeks, have automated valves that are

per hour. From the point where the crates with

computer controlled instead of manual controls.

the empty bottles come in, through the cleaning,

The size of the tanks is also a sign of the brewery’s

refilling, capping and labelling to putting the

evolution since it opened in 1957 – there are now 8

filled and finished bottles in crates, all is done

big ones with a capacity of 5,000 hectolitres each,

automatically.

compared to older tanks which could only contain 750 hectolitres.

The workers are there to monitor the system on computer screens, and take action if anything goes wrong. And to make the necessary adjustments to the machines depending on which beer is being bottled, as this bottling section is used for all brands and sizes of Bralirwa beers.

“This is the newest technology, which you even won’t find in many breweries in Europe,” explains Richard Jada, the brewing manager at the plant.

He then demonstrates the soundness of the system when, at the end of the chain, he pulls a bottle of Primus out of a full crate just before it goes through a scanner which checks whether the crates are good to go. And indeed, the crate minus

26

BRALIRWA

40,000

Bottling capacity per hour of the new installed plant

B R A L I R WA Celebrating partnership in Rwanda’s growth

27

Best raw materials In the brew house, on the contrary, business is a bit more old-fashioned. This is the beating heart of the Rubavu brewery, where raw materials are transformed into beer. As brewing manager Jada explains, it starts with malt/maize being mixed with water and being heated to generate juice, yet he is scarce with details about other ingredients, as Bralirwa’s beer recipes obviously are corporate secrets.

What is no secret is that Bralirwa is making big efforts to ensure it uses the best raw materials.

As the brewery manager Filip Gheeraert, observes, even the water which they get from Wasac is treated.

“Wasac’s water meets the standards of the World Health Organization, but we give it extra treatment to ensure it is as pure as possible,” he says.

The company also works closely with farmers, and supports them to modernize their agriculture methods, to ensure the best quality of crops such as maize used in making beer. Bralirwa has also invested in Bramin Maize Farm, a joint venture between the company and Minimex, the leading maize miller in Rwanda, in what is one of the country’s first modern large-scale maize farming enterprises.

Bralirwa also encourages its business partners to be sustainable, by having all its suppliers sign a Supplier Code.

To further ensure that its beer meets the highest quality standards, the company also has a general and a microbiology laboratory which tests the raw materials, monitor the beer throughout the brewing process and check the finished products.

Water treatment And this is not all for Bralirwa in the journey of modernizing its Rubavu brewery. A new waste water treatment plant has also been commissioned to improve the factory’s ecological footprint.

Remains from the brewery are very nutritious and

28

BRALIRWA

“

The size of the tanks is also a sign of the brewery’s evolution since it opened in 1957 – there are now 8 big ones with a capacity of 5,000 hectolitres each, compared to older tanks which could only contain 750 hectolitres.

B R A L I R WA Celebrating partnership in Rwanda’s growth

serve as high quality feeds to fish. In the past, they would be released directly into the water but now in partnership with local authorities, Bralirwa has contributed to organising fishermen into cooperatives such that brewery residues are provided as feeds to empower fish farming on Lake Kivu.

“

This is the newest technology, which you even won’t find in many breweries in Europe,” explains Richard Jada

29

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY

A snapshot into Bralirwa’s contributions to the

Rwandan economy

Rwanda has shown remarkable progress in the last two decades in terms of GDP growth rates, poverty reduction and political stability. It has the objective to become a middle-income country and has defined priorities to accomplish this.

N

evertheless, challenges remain. It is a landlocked country with limited economic diversification, a small internal market,

among others challenges.

Heineken’s local subsidiary Bralirwa has long been present in Rwanda and is one of the largest companies in the country. In 2007, Bralirwa commissioned its first socio-economic impact

30

BRALIRWA

“

Overall, Bralirwa contributed 3% to Rwanda’s GDP, 1% of employment and 10-15% of tax revenues over these years. Despite the actual growth of Bralirwa’s impact, the relative share to the total economy decreased somewhat due to the strong performance of the Rwandese economy.

B R A L I R WA Celebrating partnership in Rwanda’s growth

time, but the income per job increased with 48%; One job at Bralirwa supports 84 jobs in Rwanda, predominantly off-farm jobs.

Overall, Bralirwa contributed 3% to Rwanda’s GDP,

Rwf155b

1% of employment and 10-15% of tax revenues over these years. Despite the actual growth of Bralirwa’s impact, the relative share to the total

Bralirwa’s GDP contribution to Rwandan economy in 2015 alone

economy decreased somewhat due to the strong performance of the Rwandese economy.

assessment (SEIA) to better understand its local

The study also identifies five development themes

impact. The study highlighted the contribution of

that Bralirwa supports across its value chain:

the company to GDP, taxes and employment. In

development of suppliers and rural areas (both

2016, a new SEIA was commissioned that goes

upstream), support to efficient energy use (at

beyond these indicators in one year, and focus on

Bralirwa) and support to trade channels and the

the support to growth and development over time.

music sector (both downstream). The results show

The

that:

broader

SEIA

model

focuses

on

the

contribution of Bralirwa to local linkages.

The strength, quality and diversity of these linkages between sectors in a local economy provide good indications for future growth. The company can make a difference by improving these (local) linkages for the good of the host communities and

Rwf600m Annual investments into local music industry since 2011

the company as it requires a variety of materials and services across its value chain.

The SEIA results reflect local circumstances

Bralirwa has increased its sourcing within Rwanda

take into account the government priorities and

from 2011-2015, adding Rwf9 billion (€ 11 million)

highlight the contribution to specific development

to Rwandan GDP;

themes. To do so, official public data and audited

The increasing share of local raw maize in its value

company data are used as well as information

chain is benefiting Rwandese farmers, but most of

from external stakeholder interviews.

the income supported accrues to the processing of maize; Bralirwa’s support to local distribution and

The study illustrates Bralirwa’s total contribution

retail margins grew by 25% from 2011 to 2015;

to growth and development between 2011 and 2015:

Annual impulse of Rwf0.6 billion (€ 700.000) into

The activities of Bralirwa overlap with three out of

the local music sector enables upcoming musicians

four local development targets in Rwanda;

to reach 1 million people throughout Rwanda by TV, internet and at live shows;

Since 2011, the increase in local procurement,

The potential investments in solar energy could

production and sales of beverages represents

reduce electricity related CO2/hl by 18% in 2018

a 30% nominal increase (real 9%) to its GDP

and relief the national grid with 1.3 m kWh (0.3%

support up to Rwf155 billion (€ 192 million) in 2015;

of total grid).

About 60% of the GDP contribution are taxes, mostly VAT on beverages and excise duties; The total 52,000 jobs supported stabilized over

31

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY

Rwanda’s Initial Public Offer (IPO) of Bralirwa shares proves capital markets viability Rwanda is widely known as an economy

offering when the Rwandan Government sold its

that strives to provide an environment of

25% stake in the company.

business growth that encourages investors.

When Government of Rwanda embarked on a

Launching the IPO, then Minister of Finance and

programme to develop capital markets, sale

Economic Planning John Rwangombwa said

of certain assets held by Government through

that the sale of shares was done “to support the

privatization was seen as one of the favorable

development of our capital markets and setting

routes to reach investors.

the pace for other investors to use the capital

A

fter

the

1994

genocide

against

a

market as a source of long-term financing”.

history of civil war, unrest and not very affluent natural endowments, attracting

investments into Rwanda to boost the economy was another very big hill for the Government to climb.

Since 2005, the Government began the journey to develop a capital markets and the Rwanda Stock Exchange which in 2010 had its initial public

32

BRALIRWA

174% oversubscription of Bralirwa shares

B R A L I R WA Celebrating partnership in Rwanda’s growth

At the time, the Bralirwa IPO was considered by many as litmus for testing the viability of the Rwandan capital markets and the appetite of investors local and international for such offerings.

And indeed the IPO showcased the Rwanda Stock Exchange viable with the oversubscribing on the shares by over 174%.

While announcing application results for the IPO, Minister Rwangombwa’s statement in early 2011 tells it all: “Today, I am delighted to announce the IPO

“

The first ever Initial Public Offering (IPO) of the young stock exchange was issued in 2011 and from none other than the country’s biggest manufacturer, Bralirwa.

applications results. Overall, the IPO has been successful as evidenced by the level of subscription of 274% for the entire IPO, which translates into an oversubscription of 174%, while the number of Applicants was 3,942 of which 3,106 were Rwandan, representing 79% of the Applications received during the IPO. Indeed, the response from Rwandans, Citizens of the East African Partner States and the international investment community has been overwhelmingly high.”

The Bralirwa IPO opened doors for more such offerings that followed and the diversification of the Rwanda capital markets that has followed

integration. It has created both opportunity and competition within the region.

“On behalf of Bralirwa Plc, I am delighted to say that our company is well positioned to continue growing and to maintain its position as leader in the Rwanda beverage market. Internally, we have since repositioned accordingly in order to sustain our leadership roles. This realignment is seen when one looks at our performance for the last couple of years.

ever since.

Our continuous focus on our strategic action plan

Currently, the RSE has 8 companies listed and

strong commercial partners has enabled us to

following a successful capitalization from the bourse, a local company the Bank of Kigali which listed in 2011 after Bralirwa’s offering managed to raise the funds it needed to finance its regional expansion and has since become the first Rwandan entity to be cross listed on another bourse, following its listing on the Nairobi Stock

based on increased investment in our brands and sustain our position in the beverage market despite competition from local and regional competitors,” Bralirwa management shared while releasing the company’s financial results in 2011.

According

to

Victor

Madiela,

the

Bralirwa

Managing Director, listing has been good for the

Exchange.

company given the high level of commitment to

“This strong position and valuation of Bralirwa

listed firm.

shares at RSE is attributed to various factors both internal and external. Externally, Government of Rwanda policies have continued impacting favorably on our business. A case in point being coming into effect of the East African Customs Union

that has created new market dynamics

within regional trade and the pursuit of regional

transparency and accountability required of a “In addition, our many shareholders are also our consumers and having them on board ensures that we are able to access quality criticism and advise in a consumer viewpoint, enabling us to maintain creativity in designing new products and living up to the standards the Rwandan market expects of us.”

33

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY

BRALIRWA continues efforts

to improve local sourcing contributing to socioeconomic development

Enshrined in one of the company’s core visions

from outside Rwanda and where necessary, the

of empowering communities in which it operates,

beverage manufacturer makes efforts to ensure

BRALIRWA Plc a member of the Heineken Group

that these raw-materials unavailable in Rwanda

is steadily pushing forward its agenda of increased

come from within East Africa or at most the

local sourcing of its raw-materials.

continent.

A

gainst the global Heineken sustainability

Besides this renewed focus on local sourcing when

goals, the Group targets that all its local

it comes to procuring necessary raw-materials, the

operations across Africa, Asia and South

company is also innovatively investing in areas

America will have at least 60% of raw-materials

of interest to its production process and in the

used in their production activities locally sourced.

long run having significant impact on Rwanda’s

Towards this goal, Bralirwa has significantly

economic outlook, communities and individuals

lowered the amount of raw-materials needed

across a wide spectrum.

34

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

BRAMIN Maize Farm Four years ago, the company in partnership with a local maize milling company MINIMEX established a modern maize farm in Ndego Sector of Kayonza district, BRAMIN Maize Farm, to contribute to bridging the gap in maize crop supply and by so doing further reduce dependence on imported raw-materials particularly of the maize grits used in beer production.

“

BRAMIN is important as the first large scale private venture in irrigated maize farming in Rwanda,” noted BRALIRWA’s Managing Director, Victor Madiela. “As a key element in BRALIRWA’s local sourcing initiative this is a big step forward for us.

In addition to its already established beer portfolio that utilizes maize grits among other ingredients, BRALIRWA in November 2016 launched Huza beer which is already gaining popularity in Rwanda and uses maize in its brewing process, further increasing quantities of maize used in its production. Thanks to the farm’s production combined with local smallholder farmers, BRALIRWA’s maize grits demand are met over 60% by local produce and according to projections; this rate is slated to increase in the next the years.

Notwithstanding this contribution to increased supply of maize crops to MINIMEX, BRAMIN maize farm has had tremendous impact in

that the establishment of this farm gave them a

the socioeconomic landscape not only of the

sigh of relief.

region of Kayonza it is located but also in the agricultural sector and the Rwandan economy

“Ndego is a very dry area and in most seasons,

at large. Speaking with residents of Ndego sector

we often found ourselves producing less than

amongst whom more than 200 have benefited

we needed to survive. Many people had already

employment in the farm, the modern farm has

moved to other areas while others fled to Tanzania

enabled them meet their needs. Nyirandikuryayo

oftentimes to seek employment to try and meet

Alphonsine a farmer employed in BRAMIN says

the needs of their families”.

35

For

employees

such

as

Nyirandikuryayo,

BRAMIN offers subsidized crops often on credit.

Dusingizimana is another excited farmer who says his monthly salary of over Frw67,000 has enabled him marry and is now able to meet the needs of his family which includes his one year old daughter.

Besides access to food, farmers employed on the farm and hundreds more who are regularly given causal occupations to harvest crops have gained knowledge in better farming techniques and attest that despite the untamable climatic conditions of their area, they are seeing improvements in crop yields within their own fields.

“The biggest lesson I learnt in BRAMIN is line planting for maize and the importance of planting select seeds. These inputs have made my farming

the seed growing element added through Seed

more productive and with it improved life at home.

Co, BRAMIN will partner with the Ministry of

As a farmer, the income I receive covers up for our

Agriculture to support building of Rwanda’s

survival during harsh seasons. I now complement

emerging smallholder maize farmers. BRALIRWA

my husband in taking care of our family”,

is delighted that together with our partners, we

Nyirandikuryayo emphasized.

have been able to make this important contribution to Rwanda’s progress towards the realization of

An impactful gem in Rwanda’s agricultural sector

the Government’s Vision 2020.”

However, BRAMIN’s impact on the lives of Rwandans, the agricultural sector and economy at large far exceeds the lifeline that it is for the 213 farmers it employs.

Speaking to Keith McGaw the farm manager, BRAMIN has among others helped demonstrate the techniques of modern agriculture particularly to entities looking to engage in medium and large scale farming. A private entity established by partnership of two Rwandan companies, BRAMIN establishes a good precedence for private investors willing to invest in the agricultural sector.

“BRAMIN is important as the first large scale private venture in irrigated maize farming in Rwanda,” noted BRALIRWA’s Managing Director, Victor Madiela. “As a key element in BRALIRWA’s

BRAMIN has among others helped demonstrate the techniques of modern agriculture particularly to entities looking to engage in medium and large scale farming. A private entity established by partnership of two Rwandan companies, BRAMIN establishes a good precedence for private investors willing to invest in the agricultural sector.

local sourcing initiative this is a big step forward for us. And for MINIMEX, securing reliable and quality commodity maize will greatly support

Similarly,

the development of their milling business. With

Mutalikanwa is convinced that the BRAMIN

36

BRALIRWA

MINIMEX

Chairman

Felicien

B R A L I R WA Celebrating partnership in Rwanda’s growth

model sets good precedence in private investment in modernized agriculture. “The investment in irrigation infrastructure has helped minimize the inherent risk from climate change and hence allowed for optimum utilization of the right inputs (certified seeds, manure) to obtain maximum productivity from our land”.

7.5 tons per hectare compared to the ordinary 2 tons/ha productivity in Rwanda.

For Mutalikanwa, the BRAMIN experience can inspire other entrepreneurs who remain reluctant to invest in agriculture considering the level of risk

productivity of 7.5 tons per hectare compared to

involved. Also, the MINIMEX proprietor is proudly

the ordinary 2 tons/ha productivity in Rwanda. As

hopeful that BRAMIN will contribute to reducing

such, the 695ha farm is already a big contributor of

Rwanda’s

maize crop yields supplied to MINIMEX and sold

trade

deficit

through

facilitating

increased local production of maize products.

as seeds to Rwanda’s farmer community. With

The BRAMIN Maize farm is a modern facility

MINIMEX, maize is transformed into high quality

that employs high-tech pivot irrigation, compost

maize flour for the local market part which forms

manuring processes and several other farming

the national export bulk destined to neighbouring

techniques such as regular soil sampling and testing

countries.

to respond to real-time land qualities ensuring

Also, maize produce is transformed into maize

high all-year round agricultural productivity.

grits supplied to BRALIRWA for use in its brewing

“Given that Rwanda has small arable land available

processes for some of Rwanda’s most popular

for the farming community, only modernized

beer products.

farming promises provision of sufficient food

On yet another frontier of improved farming,

produce for the growing Rwandan population,”

BRAMIN Maize Farm continues to demonstrate

Keith says.

organic farming techniques that are prerequisite in

Thanks to this mix of high-tech methods, BRAMIN

maintaining high yields while battling the urge for

has been able to increase production of its lead

hybridization and excessive use of fertilisers. For

maize crop per hectare rising to an average

instance, all residues from crops produced by the

37

farm are transformed into organic manure using a locally built organic compost treatment system and returned to the farm to facilitate the manuring of the soils.

Widening

modernized

farming

techniques,

increasing maize production on smallholder farms Besides the contribution that BRAMIN farm is making in the transformation of the agricultural sector,

it

remains

undeniable

that

unless

productivity in smallholder farms increases, the target of breaking the dependence on import food

“

The BRAMIN Maize farm is a modern facility that employs high-tech pivot irrigation, compost manuring processes and several other farming techniques such as regular soil sampling and testing to respond to real-time land qualities ensuring high all-year round agricultural productivity

produce will remain far from reach.

To

contribute

to

the

Government’s

efforts

of modernizing farming, a Heineken Group sponsored project tagged “Community Revenue Enhancement through Agricultural Technology Extension (CREATE)” is being implemented in the districts of Kayonza and Rwamagana since 2014 under the guidance of the European Cooperative for Rural Development (EUCORD). The four year project is currently working with 26 cooperatives of maize growers implying over 8,500 individuals.

With the objective of extending modern farming techniques to rural maize farmers and by so doing enhance their incomes and lead to improved living standards, CREATE is already bringing smiles on

38

BRALIRWA

farmers of all kinds, as they continue to reap big.

The

project

uses

two

main

approaches;

demonstration of modern farming techniques through demonstration fields constructed mostly at cell offices, and through farm extension services where agronomists are deployed to support cooperatives and individual farmers in their daily activities. But the Eastern region of Rwanda is an area prone to harsh dry seasons that oftentimes lead to total losses in crop production.

As a result, the BRAMIN irrigation model is now being replicated in smaller units with the farmer cooperatives. Thus thanks to a recently approved partnership between IFC and EROCORD partly co-

B R A L I R WA Celebrating partnership in Rwanda’s growth

60%

of BRALIRWA’s maize grits demand are met by local produce.

BRAMIN’s impact which ranges from having put land formerly unproductive land to use, its demonstration of the opportunity for private investments in modern farming in Rwanda to the contribution to the bridging of Rwanda’s trade deficit by facilitating increased local production and the increased access to income for many funded by the CREATE project, three other major

Rwandan farmers whose ability to buy from the

activities to facilitate sustainable modernization

market has increased, the promise for making

have been embarked on.

further impact on the socioeconomic welfare of the Rwandan people remains solid.

The areas of focus are building the management capacities of the cooperatives, establishing small-

Besides the investment in increasing Rwanda’s

scale irrigation with 6 different pilots of irrigation

produce of the maize crop which is a crucial

technologies being tested by 5 cooperatives on

ingredient in Bralirwa’s brewing, the beverage

over 38ha of land in Rwamagana.

manufacturer has also over the last decade

Through MINIMEX’s sister firm ProDev, farmers

depended on local plastic manufacturer –Rwanda

on the CREATE project have access to ready

Plastics for all its plastic crates used in the

market with good prices all year. Thanks to

packaging of its products.

39

BRALIRWA WITHIN RWANDA’S MACRO-ECONOMY

CREATE empowers farmers

to earn more from agriculture, transform their villages CREATE empowers farmers From tilling small fragmented farms and cultivating them with a wide array of crops, 73 farmers working together in Jyambere Muhinzi Cooperative in Gishari Sector of Rwamagana district in Rwanda’s Eastern Province now have more than 100ha of land under maize farming and productivity has been increasing significantly since 2016.

J

yambere Muhinzi which loosely translates into “farmer development,” engages in modern farming and is a role model on good farming

practices for many farming cooperatives in the district.

Thanks to improvements in farming practices and mechanisation efforts, Jyambere Muhinzi’s success has become popular knowledge and is appreciated by local district and sector authorities.

“To begin the agricultural season A for 2017/18, the district brought all 14 cooperatives representing each sector to our cooperative as a good case study on good farming practices,” Urgence Kwizera, a farmer in the cooperative prided.

For the cooperative’s members, notwithstanding their hard work, success gained so far has been possible thanks for the technical support and equipment acquired through the Community Revenue Enhancement

through

Agricultural

Extension (CREATE) Project.

40

BRALIRWA

Technology

B R A L I R WA Celebrating partnership in Rwanda’s growth

“

For the 73 farmers in Jyambere Muhinzi, their maize harvests have been progressively increasing.

From 73.4tons of maize in 2016/17, the cooperative harvested over 150tons in 2017/18 implying over 104% increase in harvests over a year.

CREATE

is

a

Heineken

Group

funded

project through its local subsidiary Bralirwa implemented by the European Cooperative for Rural Development (EUCORD).

The project seeks to empower farmers earn more from their agricultural activities and in so doing foster community wide economic transformations.

99%

of BRALIRWA’s maize grits demand are met by local produce.

In large parts of the Eastern Province including Kayonza and Rwamagana districts, maize has been identified as the most favourable crop for cultivation.

Under CREATE, the focus has been to sensitise farmers on good farming practices such as use of quality agricultural inputs like fertilisers and timely planting, business management skills which help transform agriculture from subsistence to market oriented farming, and kick starting agricultural mechanization through irrigation among other initiatives.

And this wide array of approaches has born results

particularly

increased

productivity,

breaking the poverty yoke and changing the

Why maize has been a game changer

face of entire villages thanks to income earned

According to farmers like Christine Mukakabano,

from maize farming.

maize has been a success and instrumental in changing their lives around.

For the 73 farmers in Jyambere Muhinzi,

“I cannot think of farming without the maize crop.

their maize harvests have been progressively

It is only after I started cultivating maize that I

increasing. From 73.4tons of maize in 2016/17,

was able to earn a significant amount at the same

the cooperative harvested over 150tons in

time from my farming. Originally, I used to do a

2017/18 implying over 104% increase in harvests

lot of mixed cropping and could only earn a few

over a year.

thousand francs from selling my harvests. In the previous farming season, I brought in slightly over

41

1.3tons of maize to the cooperative from which I

“Before harvesting, we convene in a meeting

earned about Frw300,000 that I used to make

with PRODEV to discuss prevailing market prices

improvements in my family’s life including buying

and agree on the price we will be selling our

two goats.”

produce for. This way, we are able to negotiate

For other farmers like Hakizimana Innocent who

and although we have had good prices until

was able to harvest 3tons from his farming in

now, we would easily choose to find other

farming season A of 2016/17, returns from maize

suitable markets for our harvests if we ever felt

have made his village better. “We have managed

the need to do so,” cooperative members said

to rehabilitate our houses, our children are going

severally.

to school and we are meeting our basic needs.”

Having access to a ready market for maize

Many of the farmer cooperatives supported by

produce has been the major factor for catalysing

CREATE are now fully registered, have managed

transformation as the farmers note.

to buy more land and are well advanced at

Another

being able to use available local financing

farming

cooperative

Twungubumwe

Rwamanyoni in Murundi Sector of Kayonza district

opportunities to sustain their activities.

says with maize farming, they have been able to sell off their produce to a local maize collecting

According to Fabien Ngoga who coordinates

company, PRODEV, which ensures a ready and

the project for EUROCORD, the combination of

good market for their produce.

farming techniques, agricultural mechanization, access

to

agricultural farmer

inputs access

and to

now

The market linkage was in the initial phase

strengthening

negotiated by EUROCORD riding on an already

facilities is a success in building sustainable

financial

existing partnership between BRALIRWA and

modernized farming that will eventually bring

local maize miller, MINIMEX. But today, farmers

more cash in the hands of farmers in addition

are gaining more power on how they negotiate

to making communities and the country food

prices ahead of harvest time.

secure.

Through these partnerships, it has been agreed that offered prices are always Frw10 higher than

Cost effective irrigation solutions that make all

the prevailing market price in efforts to empower

year farming possible

the farmers more.

A crucial element in modernized market driven farming is the ability to produce throughout the year.

For farmers both cultivating in lowlands and hillside fields under the CREATE project, irrigation has opened up new farming seasons they never had and are producing crops they never thought possible.

Farmers who previously were only able to utilise farming seasons A and B and just waited around without serious work during the season C which is largely in the dry spells of Rwanda’s farming calendar are now able to farm throughout the year and as they testify, this is increasing their ability to earn more from the agriculture career.

42

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

“Had it not been for irrigation, the harsh dry

Besides access to irrigation equipment and

season we experienced in 2016/17 season A would

empowerment to make use of available

have left us without even food for our families but

Government

thanks to these solutions, we were able to have

incentivize use of irrigation in farming,

a good harvest and even produce other crops in

farmers

the harshest of time,� Nshirigihunga Lambert the

installation, operation, maintenance and

President of Jyambere Muhinzi Cooperative notes.

minimal reparation skills for their irrigation

have

of

Rwanda also

been

facilities trained

to on

units.

Armed with irrigation equipment and techniques, these farmers are now cultivating cabbages as a

Also geared at making irrigation solutions

new crop all year to take advantage of a ready

affordable, the project has introduced solar

market of the vegetable in the neighbouring

powered irrigation units that will further

Rwanda National Police Training College in

improve usability and ensure that farming

Gishari.

continues to bring more financial liberation to rural communities.

43

ENVIRONMENT PROTECTION

From strategy to Practice; environmental protection initiatives embedded in the Bralirwa operating model.

BRALIRWA has made commendable strides towards brewing a better world as far as environmental protection is concerned, taking strategies towards this end from writing and walking the talk; acts aimed at ensuring efficient water use management, Energy and greenhouse gas management, wastewater management and material and solid waste management

44

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

F

or these efforts, Bralirwa has been recognized as

Rwanda’s

overall

environmental

friendliest manufacturer by the Ministry of

Natural Resources and the Rwanda Environmental Management Authority run Resource Efficient and Cleaner Productions (RECP) awards recognizing industry efforts to striking a friendly balance between their business goals and protecting the environment. In this age and time, it is doubted whether anyone still wonders why it is important that a manufacturer complies with resource efficient and cleaner production initiatives. But to

“

Reduction in CO2 (Carbon dioxide a major GHG) was also a result of increased percentage use of renewable energy from the national grid which increased from 38% to 54.7 % between 2014 and 2015 due to government investment in increasing hydropower and solar energy.

quench any curiosity, one does not require looking any further.

its efficient use is a crucial element of resource efficient production.

The recent climate change meeting convened in

As part of the Heineken Group of companies,

Paris that gave way to the Paris Agreement on

BRALIRWA has an ambitions aspiration to reduce

Climate Change which is now in last stages of

water consumption to 3.5 hl/hl (hectoliters per

ratification is a good sign of the urgency and

hectoliter) of beverage produced by the year 2020

importance of the matter.

which will be close to 26% reduction in water

If the world’s leaders are so much agitated to

consumed compared to water consumption in

action by the high levels of global warming as to

2008.

call a global alarm as was sounded at the Paris Conference, it is because there is overwhelming

As of end of year 2015, BRALIRWA’s water

evidence that our shared ecosystem has been

consumption stood at 3.8hl/hl which compared to

mishandled for centuries and is beginning to

2008 already shows a 14% reduction in water use.

succumb to manmade destructions and hence

But more important to note are the efforts that

efforts made towards environmental protection would not only be appreciated as extra miles trod towards sustainability but rather are a mandatory way of doing business for any responsible manufacturer.

For a beverage manufacturer of BRALIRWA’s capacity, investing in preventive environmental protection

is

therefore

not

only

a

social

responsibility but a business requirement since efficient use of available resources and cleaner production ensures its business sustainability and increased productivity.

Water use and wastewater management In the manufacture of beverages, water is a major ingredient. Nonetheless, it is no secret that fresh water is a very scarce resource and thus

45

have led to such a remarkable achievement. At the forefront, this reduction in water consumption has been achieved as a result of great investment in state of the art manufacturing equipment to reduce wastage. This is the case for the recently completed soft drinks and beer bottling plants in Kigali and Gisenyi respectively.

Also other innovations in this area include efforts made to retain fresh water that was originally treated as waste to be used in watering gardens and other cleaning functions.

Efficient energy consumption, reduced Green House gas emissions Another area in which BRALIRWA has made significant

efforts

that

contributed

to

its

recognition as the best in the category of energy use management in Rwanda during

2015 due to government investment in increasing

the second season of the RECP Awards is the

hydro-power and solar energy.

progressing efficient use of energy and reduction

Besides increased use of renewable energy,

of greenhouse gases pollution. The company’s

the reduction in CO2 emissions has also been

energy consumption includes both thermal and

as a result of stringent measures aimed at

electrical energy sources.

reducing emissions by transport trucks and from refrigerators distributed to retailers of the

In 2015, BRALIRWA’s thermal energy consumption

company’s beverages.

in production was 72.5 MJ/hl which is a decrease of 16% compared to 2014’s 86.3 MJ/hl and a 35% decrease compared to the consumption levels in 2008. On the other hand, electricity consumption in production in 2015 was 5.7kWh/hl. This is a decrease of 5% compared to 2014. Moreover, BRALIRWA decreased the specific electricity consumption by 10% since 2008.

This was achieved by among others changing hot cleaning to cold cleaning practice which is also

“

For a beverage manufacturer of BRALIRWA’s capacity, investing in preventive environmental protection is therefore not only a social responsibility but a business requirement

attributed to the new state of the art bottling lines at both the brewery and soft drinks plants in

For instance, only transporters with brand new

Gisenyi and Kigali which have delivered excellent

trucks which emit lower C02, consume less fuel and

performance in terms of efficiency.

carry at least 18 pallets are recruited to transport BRALIRWA’s products. For the refrigerators, 100%

Reduction in CO2 (Carbon dioxide a major GHG)

of all procured fridges in 2015 were tested green

was also a result of increased percentage use of

according to the Heineken energy efficiency index.

renewable energy from the national grid which increased from 38% to 54.7 % between 2014 and

46

BRALIRWA

All these efforts have resulted into the 0.35kg/

B R A L I R WA Celebrating partnership in Rwanda’s growth

hl (carbon dioxide equivalent per hectoliter of beverage produced) GHG emissions from BRALIRWA recorded in 2015 compared to 2.25kg/ hl in 2008. This represents more than 542% reduction in carbon emissions in less than 10 years.

To further facilitate the cleaning of the environment, BRALIRWA has been a major contributor to tree planting in Rwanda. In areas of the Eastern

84%

reduction compared to the nonrecycled industrial waste in 2008

Province, over 2,000 trees until 2014 had been planted with the beverage company’s support,

limits the environmental impact and creates

helping to reforest area that had been deforested.

employment through bottle collection and return as each bottle has a value.

Material and solid waste management Material and solid waste recycling rates are

But for the few bottles that are not “returnable”,

measured and monitored during production of

known as “one way” in the business, BRALIRWA

beverages with the intention to improve total

has now come up with a recycling project for glass

recycled volume.

bottles, the first of its kind in Rwanda.

The specific non-recycled industrial waste of

Bralirwa Plc is able to export the broken glass

Bralirwa Plc decreased from 0.95 kg/hl in 2014 to

to Tanzania using current empty trucks flow to

0.35 kg/hl in 2015. This is a decrease of 63% and

Dar Es Salaam managed by SDV Bolloré and

reduction of 84% compared to the non-recycled

supported by KIOO Ltd (glass manufacturer) to

industrial waste in 2008.

get a sustainable source of raw material for glass manufacturing and reduce the environmental

In 2015, BRALIRWA added broken glass bottles to

damage posed by broken bottles left uncollected.

its list of recycled wastes.

99% of BRALIRWA’s beer and soft drink bottles

In a similar strand, Bralirwa on June 5th 2018

are returnable glass which implies that over its

on the sidelines of celebrations of the World

lifespan, a bottle is recycled (filled, distributed,

Environment Day themed “Beat Plastic Pollution;

sold, and returned, washed and re-filled for sale

If You Can’t Reuse It, Refuse It” launched a plastic

again) several times. This well-developed process

bottle recycling campaign, hardly two years only

47

48

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

after the manufacturer introduced PET bottling of its beverages in the country.

Aimable

Rwanzunga,

the

General

Manager

of COPED –a Rwandan garbage collection cooperative with which Bralirwa partnered on the collection of the bottles –explained that the program will start in a pilot phase with a selection of its already existing customers, which includes large waste producers such as institutions and commercial establishments like restaurants and bars.

“We selected about 100 large clients, 100 medium

“

Our Brewing a Better World approach is designed to create genuine economic opportunities for both our business and our stakeholders and ensuring that the environment in which we work and acquire our raw materials is well protected in a big part of this,” Victor Madiela, the company’s Managing Director shared.

ones as well as one village,” he said. “We will shred the bottles ourselves and then sell the shredded plastic to recycling companies. After the pilot

soft drinks in PET bottles, which was due to

we will evaluate how it went, and then expand

consumer demand, we envisaged from the start

the program. The objective is of course that the

a sustainable recycling program, together with

collection bins will be everywhere.”

the Ministry of Environment, REMA and RDB,”

At the launch of the bottle recycling campaign

Oosterveld explained.

and celebrations of the World Environment Day,

“Let us move towards a plastic-free Rwanda, let’s

Bralirwa’s Financial Director Marcel Oosterveld

keep these 1000 Hills clean”.

said, “When we talk about the environment, it is the

Tree planting

future we are talking about,” he said adding that

In addition to these initiatives, Bralirwa has

“At Bralirwa, we feel strongly about people and

also been an active contributor in tree planting

the environment they live in and this is embedded

initiatives in various parts of the country but

in all we do and inspires the decisions we make.”

nowhere has this been excessively implemented

“That is why, when we decided to start selling

like in the Eastern Province where a challenge of

49

semi-aridity and destructive winds were becoming an ever growing threat to the communities in the region.In the districts of Bugesera and Nyagatare alone which were most affected by the arid trend, over 200,000 trees had been planted on Bralirwa’s initiative.For BRALIRWA, environmental friendly production is not a standalone initiative but a part of the company’s commitment to doing business sustainably. “Sustainability at BRALIRWA is a business imperative and one of our six key business priorities.

Our Brewing a Better World approach is designed to create genuine economic opportunities for both our business and our stakeholders and ensuring that the environment in which we work and acquire our raw materials is well protected in a big part of this,” Victor Madiela, the company’s Managing Director shared.

200,000

trees planted in the Eastern province between 2013-2014.

50

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

ANNUAL REPORT AND ACCOUNTS 2017

Senior Management

51

AWARDS, RECOGNITIONS & ACCOLADES

BRALIRWA’s Soft drinks plant Scoops best Heineken plant of the year 2015 award Through a very competitive process to select the

For this achievement, Mr. Hall had his staff at

best plant within the Heineken Group, Bralirwa’s

the Kigali based soft drink’s plant to thank who

soft drinks plant in Kigali scooped this highly

he said had not failed to utilize the state of the

coveted award in 2015.

art production facilities on which the company has spent over US$40 million worth of investment

T

aking the award is a stamp to the quality

over the past three years.

of not only BRALIRWA’s end products but

The award is part of the return on investment for

also of all other processes including human

BRALIRWA and an indication of the dedication

resource skills and capability, environmental

and commitment of staff to giving the best to

friendly and sustainable operations among other

Rwandan consumers.

standards evaluated by the Heineken Group within

Regardingt he significant sums Heineken Group

its various plants.

has injected into its Rwandan operations over

The award was given to BRALIRWA through a

the last three years, Hall reiterated that is a

competitive process involving close to 40 other

demonstration of their confidence in Rwanda’s

Heineken Group plants in Africa.

present and future.

Speaking during an event to celebrate the

“We have invested in Rwanda’s future and well

tremendous feat at the plant, an elated Jonathan

knowing that it is going to pay off,” he echoed.

Hall, BRALIRWA’s Managing Director at the time, said the award is a vote of confidence that the

What areas did the Award consider?

group believes in not only the Rwandan beverage

To win the award, a number of parameters

sector but also the country as a whole.

were evaluated including the plant’s operational efficiency, environmental friendliness and quality.

“It is not the first time we have won this award, and

With regards to the quality standards, the score

it certainly will not be the last as we continue to

was at more than 99% thanks to the most recent

innovate and improve our services and procedures.

investments in among others the automation of

Nonetheless, winning such a highly competitive

the packaging line which certainly eliminates

award, that is sought after by all Heineken Group’s

human errors that compromise quality.

beverage plant’s in Africa is a great achievement

“This is not only one of the best Coca-Cola

on our part.”

plants in Africa but in the World” BRALIRWA’stop

BRALIRWA’s brewery in Gisenyi was the Heineken

manager revealed adding that “it should be a

Group’s best plant of the year in 2011.

source of pride for the whole country and more

52

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

reason to continue enjoying our soft and alcoholic

that in addition to investment in new state of the

beverages�.

art equipment especially the automated assembly

On areas that saw BRALIRWA scoop the award,

line, the milestone resulted from significant

the Technical Director Sander Bokelman explained

improvements in the knowledge and skills of the

53

plant’s human resource particularly the supply chain department which as a result made the production and logistics units’ work swifter and seamless.

Also,

the

award

evaluated

environmental

friendliness and sustainability which is equally a strong efficiency point within the group’s operations and on which BRALIRWA scored convincingly.

“We improved a lot with regards to efficient consumption of utilities,” Bokelman explained.

For instance, water usage compared to the

“

Speaking during an event to celebrate the tremendous feat at the plant, an elated Jonathan Hall, BRALIRWA’s Managing Director at the time, said the award is a vote of confidence that the group believes in not only the Rwandan beverage sector but also the country as a whole.

past reduced and given its scarcity, it is a very important environmental friendliness parameter

As for safety, the plant reportedly experienced

for the award.

zero accidents in the past two years.

Bokelman further noted that there has been

“The award is a weighted average of all the

significant reduction in electricity and thermal

aspects. Our Operations Performance Indicator

energy consumption in production thanks to

(OPI) shows us how efficient we are working, by

the new equipment and efficiency of the people

not only looking at how good our packaging lines

running the site.

and operators are but also taking into account our

“People running the plant have more skills to do

inputs.

faster changeover of the packaging lines which if

Also the logistics team behind it has to make sure

you do in a day enables us to produce more than

that we have the right bottles on the packaging

what we did before.”

line at the right time. We run this plant at 40,000

He added, “We have also improved tremendously

bottles per hour so we have to be very fast,

on quality hence the high 99% score during the

meaning every department has to be at its best all

evaluations for the award on this parameter.”

the time,” he noted.

54

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

AWARDS, RECOGNITION & ACCOLADES

BRALIRWA’s Selected Awards AWARDS AND RECOGNITIONS FOR QUALITY ASSURANCE AND OPERATIONAL EXCELLENCE

AWARDS AND RECOGNITIONS IN ENVIRONMENTAL FRIENDLY OPERATIONS

55

BRALIRWA COMMUNITY

Bralirwa deservingly scoops Excellence Award for Corporate Social Responsibility Bralirwa as a corporate brand has been a consistent investor in Rwanda’s development since its inauguration more than 60 years ago in 1957. The biggest and most important investment has been in the country’s beverage manufacturing industry where Bralirwa has for long been and remains the leading manufacturer of Rwanda’s most popular alcoholic and soft drinks.

O

ver the last five years alone since 2013, Bralirwa has made significant capital investments estimated to be over US$200

million to scale up its production technologies and capacities at both its Kigali based soft drinks and Rubavu brewery in what can only be a big proof of the company’s confidence in the sustainability and potential of the Rwandan economy.Other than the investments made in its business operations betting on a long term play in the market, Bralirwa’s recent recognition of excellence in Corporate Social Responsibility (CSR) by the Rwandan Private Sector Federation was deserving given the sustained and consistent investments made by the beverage major over the years.

As a result, it can be rightly put that CSR is written within the very DNA of Bralirwa judging from The Bralirwa award of excellence was delivered at

one of its three core values, “Respect for People,

the recently concluded 21st Rwanda International

Society and the Environment we live in”.From

Trade fare (Expo2018) in Kigali as one of eight

financing initiatives to meet the needs of very

accolades of excellence in various business areas.

vulnerable people, investing in improving prospects

Bralirwa as a leading manufacturer in Rwanda

for Rwandan farmers, and supporting access to

and indeed one of, if not, the oldest private sector

water and electricity, to investing unreservedly

investments in the Rwandan economy as has also

in the protection of the environment, Bralirwa

been affirmed by the award and by many other

has over the years proved its commitment to

similar recognitions, is its most socially responsible

sustainable operations and for this, the CSR award

cooperate citizen.

was deserved.

56

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

57

GROWING WITH THE COMMUNITY Highlighting initiatives that have changed people’s lives for better

58

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

59

GROWING WITH THE COMMUNITY

Making oral health accessible and affordable to rural Rwandans Clean walls and tiled floor, a modern dental chair and three equipped consultation rooms manned by specialized dental therapists, the dental clinic at Byumba health centre though still work in progress is a spectacle to observe.

T

he therapists have undergone intensive training and go about their daily duties skilfully. This once dilapidated, unsanitary

and underserved clinic of the Byumba district hospital in present day Gicumbi district is now one of the busiest and well equipped units thanks to a project supported by BRALIRWA under the auspice of the Heineken Africa Foundation since 2015. The project is implemented by Fondation Aide Dentaire Afrique (fADA) through its Rwandan subsidiary Aide Dentaire Afrique (ADA).

“About two years ago, the dental clinic’s services were either to conduct a tooth extraction or transfer a patient to the University Teaching Hospital in Kigali (CHUK). Since then however, things have changed significantly; the clinic has been equipment with modern dental tools, therapists given additional training, and the whole

14,520+ patients benefited from dental care services

clinic given a facelift with additional furnishings to improve its hygiene standards,” Seruhire Theoneste

availability of modern equipment, they now

the Director of Human resource and administration

conduct tooth scaling, specialised extractions, root

at the hospital explains. As a result, more patients

planning and permanent filling for damaged teeth.

are attended to each day and services on offer have

All these are reinforced by the extra safety offered

increased. While only extractions were possible

by the hygienic environment.“Currently, the dental

in the past, Uhawenimana Theressa a dental

clinic has the capacity of treating 60 patients per

therapist and the head of the dental clinic service

day from 11 in 2015”. Since the upgrading in 2015,

at the hospital explains that with the improved

the dental clinic at Byumba District Hospital has

skills in conducting quality diagnostics and the

served over 10,000 patients.

60

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

GROWING WITH THE COMMUNITY

Emphasising skills transfer to increase accessibility and affordability of oral healthcare

After two years of training therapists in Gicumbi, Dr. Tom and his Rwandan counterpart Dr. Longin Rudasingwa are enthusiastic that the trainees have gained ample skills in conducting quality diagnostics

prerequisite

for

offering

quality

treatment to the patients. “Besides enabling the clinic to offer high quality dental services to the people, the project also sought to empower Gicumbi District hospital to become a centre Through the project to upgrade oral health for

of excellence and dental health training for

rural Rwandans in Gicumbi district, there has

therapists. I have good reason to believe that the

been strong emphasis on the transfer of skills

hospital is on track to achieving this objective,”

from local and foreign dental health specialists

Dr. Rudasingwa shared.

to not only the district hospital staff but also to

Longin, staff from the ADA Clinic in Kigali offer

therapists in health centres for select sectors of

regular follow-up and support to their colleagues

the district with the objective of getting services

in Gicumbi through weekly visits.

Other than Tom and

closer to the people and in so doing make them affordable.

D

ental healthcare skills have been transferred to local staff from the able and skilled doctors of from the ADA clinic in Kigali. One

instrumental individual has been Dr. Tom van der Colk, a dental surgeon-acupuncturist and trainer for the ADA clinic in Rwanda. Through his skilled hands and under his guidance, dental therapists in Gicumbi have acquired new oral health skills in the use of modern equipment to serve the community

Dr. Alphonse Karangwa an experienced therapist from the ADA clinic in Kigali who was on routine rotational visit to support the district dental therapists said: “Looking at the quality of services offered today and given that they benefited from an intensive training at the clinic in Kigali where there are more experienced personnel and modern equipment, the therapists at the dental clinic in Byumba district hospital are well positioned to train others in the near future,” Karangwa shared.

as best possible.

61

GROWING WITH THE COMMUNITY

Getting oral health services closer to the people Besides the district hospital’s dental clinic, the

as it required fare to get to Gicumbi and at least a

project to upgrade dental health in Gicumbi also

whole day in the best case scenario if she could go

supported the establishment of dental clinics in

and be attended to that same day.” Hakizimana

three health centres of Manyagiro, Rutare and

explains that she was unfortunate because the

Mukono.

day she went there, the therapists said she was to come back another day and she resolved to return

I

n these health centres, a dental therapist has been

home and live with her pain. “But ever since we got

recruited and basic equipment installed in addition

this Godsend doctor (referring to the therapist Izere

to uplifting the hygiene conditions of the clinics.

whose name in Kinyarwanda means “be hopeful),

As a result, more locals have been able to access

she was treated and three of our seven children have

lifesaving dental care services and have learnt how

also benefited since they too were suffering albeit

to care for their teeth though regular mobilisation

not as their mother. We are glad that we do not have

efforts made by the dental therapists.

to struggle with making the long walks to Gicumbi for dental healthcare anymore.”

In Manyagiro health centre located about 25km from Gicumbi town, a recently recruited dental therapist

Similar to Manyagiro, the dental clinic in Rutare

Pascal Izere is said to have turned a new leaf of

health centre has seen 2,951 patients benefit from

better health for residents of this and neighbouring

dental care services since its establishment in July

sectors. Since July 2016, Izere’s register shows he

2016.Combining beneficiaries from Manyagiro and

had attended to 1,950 patients until January 2017.

Rutare health centres with those from the dental

Among beneficiaries of this service is Hakizimana

clinic at Byumba district hospital, close to 14,521

Laurent’s wife and three children.

people benefited from improved dental healthcare services in hardly two years. With an objective of

“My wife used to have tooth problems all the time and would spend several sleepless nights when the toothaches were at climax. However, whenever we went to the health centre, they would say she needed to go to Gicumbi where her complicated teeth would be extracted. That was a big challenge

62

BRALIRWA

upgrading dental health in Gicumbi, the Heineken Africa Foundation funded project has ended up improving access to affordable and quality oral healthcare even for Gicumbi’s neighbouring districts of Rwamagana, Rulindo, Gasabo and Gatsibo.

good refreshingly

Coca-Cola, Coke, On-the-Go PET Bottle Design and the Dynamic Ribbon Design are Registered Trade Marks of The Coca-Cola Company. © 2015 The Coca-Cola Company

B R A L I R WA Celebrating partnership in Rwanda’s growth

ANNUAL REPORT AND ACCOUNTS 2017

63

GROWING WITH THE COMMUNITY

BRALIRWA Plc partners with Government to expand neonatology and maternity wards at Gisenyi and Kacyiru hospitals Access to healthcare with particular focus on

HAF is the African philanthropic arm of the

women and children is an area of social economic

Heineken Group which owns majority shares in

development that is close to Bralirwa’s and the

BRALIRWA Plc.

Heineken Africa Foundation (HAF).

I

n this strand, the beverage manufacturer with financing from HAF and in partnership with the Rwandan Government in the last one year

provided support for the expansion of neonatology and maternity ward facilities at the Gisenyi district hospital in Rubavu district and Gasabo hospital formerly the Kacyiru Police Hospital in efforts to increase access to quality health care for mothers and their newborns.

64

BRALIRWA

Bralirwa contributed Frw170 million and about Frw300million to the construction of the facilities at the Gisenyi and Kacyiru hospitals respectively.

According to Lt. Col. Dr. William Kanyankore the Director of Gisenyi Hospital, the expansion of the maternity ward will among others increase available space for patients thanks to an additional 40 beds to be provided.

B R A L I R WA Celebrating partnership in Rwanda’s growth

“We appreciate this project which will enable us take care of more inpatients whose treatment requires them to stay longer including people with chronic diseases, children born with malformations, mothers with fistula and those with several postpartum complications,” he said.

Similarly at the Kacyiru hospital located in Rwanda’s capital Kigali, the new facility will boost the hospitals capacity to carry out surgical operations by more than double from just four to 10 expectant mothers in one instance thanks to an additional 3 operating rooms with two theatre beds that will be constructed. Similarly, the emergency rooms capacity of the maternal and neonatal unit of the hospital will be increased from the current five to 12 rooms in total implying an equally more than double increase. What this means according to Chief Superintendent of Police Dr. Pascal Nkubito the hospital’s Director is that more women, who in some instances would delay to get operated on, will now have room in the operating theatre, furthering the hospital’s capacity to provide quick life-saving operations on expectant mothers.

Speaking at the ceremony to lay the foundation stone for the neonatology and maternity facilities in Kacyiru, BRALIRWA’s Managing Director

Victor

Madiela

emphasized

why

supporting such initiatives is important to the beverage manufacturer and promised continued collaboration with the Rwandan Government in improving the quality of life.

“BRALIRWA and by extension the Heineken Group is committed to improving the quality of life in communities where we operate and we see no better way than through ensuring that pregnant mothers receive the best quality of services and that children are delivered efficiently to give them a good start on life.”

65

GROWING WITH THE COMMUNITY

RUHUNDA EKOCENTRE;

leveraging partnerships to unlock community developmentpotentials initiatives

The one-stop shop is solar powered with a 2kwhr

supported by Coca Cola across Africa and Asia

peak panel to run the facility’s equipment largely

are aimed at bringing technological advancement

made up of refrigeration, printing equipment, an

and infrastructure developments to remote areas

express photo studio, in addition to any other

of the world where they would otherwise take

services deemed necessary and inaccessible in

longer to reach.

the area. To better capture the difference such a

EKOCENTERS,

social

enterprising

moderate infrastructure development stands to

T

echnology brought closer to communities

make, think of a rural village located far from the

in remote regions is oftentimes in form a

main townships and with little connectivity to the

community one-stop shop making coca

rest of the country and world.

cola refreshments accessible in addition to all fast moving consumer goods that are mostly inaccessible to these rural communities.

In this village, people are required to travel long distances on foot or bicycles –for the luckier ones –to purchase household consumer commodities from townships that are far off. Even then, there are several items they will not access or will

66

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

99%

reduction on the cost of safe drinking water compared to market price never know even exist on the market.In such communities, luxuries such as having a cold CocaCola on one hot day are farfetched.It is within this rural setting, disjointed from modernity that EKOCENTERS are established.

This primary description of an EKOCENTER has been constructed in a remote village of Rwanda in Ruhunda Cell of Gishari Sector in Rwamagana District, in the country’s Eastern Province.But unlike any other similar facilities elsewhere or in other parts of Rwanda, the Ruhunda EKOCENTER brings a new perspective; partnerships that facilitate scaled impact. For instance instead of

the resulting infrastructure is a complex facility that brings multi-faceted development to the village.

the 2kwhr peak solar system, it has been doubled to 4kwhr.

In the Ruhunda EKOCENTER, Coca Cola provided the signature infrastructure of a vibrant modern

At the Ruhunda EKOCENTER, a tri sector partnership of civil society, public sector and business community was attained giving birth to a pseudo philanthropic-social enterprising model.

business centre in the village, solar powered to bring the globally enjoyed beverages taken for granted elsewhere to this remotely located centre.

The centre also sells a variety of everyday fast

Ericson, Medshare, Pentair, Solarkiosk, Philips, Coca Cola, Tigo-Rwanda and the government came together to develop the EKOCENTER and

67

moving consumer goods, and affordable solar energy solutions that are bound to revitalize life in the area.

But thanks to the partnership with several other players, more has been delivered.

Connectivity Ericson built a solar powered mast to bring strong mobile telephone connectivity signal to the area, partly offering solution to the connectivity challenge.

Tigo Rwanda on the other hand set up 3G Wi-Fi connectivity at the centre enabling residents of this remote village to, for the first time, have wireless connectivity within their vicinity and be able to harness broad band’s many benefits.

Good health To further make the centre a catalyst for socioeconomic development, Pentair established two water purification units which are set to produce 20,000 litres of clean, safe drinking water given to the community at very affordable rates.

A 20lt container from the Amazi Meza (safe water) sell-off point at the centre will go for

consumed in boiling drinking water in and around

Rwf50. Compared to a 30ml bottle of mineral

Ruhunda. In addition to making safe drinking water

water selling for Rwf300, the safe drinking water

affordably accessible, Medshare another partner in

sold at the Ruhunda EKOCENTER is rightly the

the EKOCENTER project, donated modern medical

most affordable in the whole of Rwanda.

supplies and equipment to the local health centre.

“

The well-being and advancement of communities is a responsibility for all of us for by working together with other companies, as well as government, civil society, and most importantly citizens themselves, a win-win situation has been created for everyone involved.

Besides

day

to

day

medicines

and

other

consumables required in operating the health facility, Medshare, a Non-Governmental Organisation that supports people to have access to medical supplies, also gave the Government of Rwanda run Ruhunda Health Centre new equipment.

Donated

equipment

included,

an

ultrasound

machine, an oxygen supplier machine which collects ordinary air and purifies it to provide oxygen to patients with obviously limited additional costs to the health facility, four adjustable medical beds to help in attending to critically ill patients and additional machines to the laboratory to up the

Other than the expectation that access to

capacity of the health centre to diagnose people’s

affordable drinking water will lead to reduction in

infections.

poor hygiene escalated diseases and infections, the development as anticipated by many will significantly help in reducing quantities of firewood

68

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

Entertainment and social cohesion Phillips,

another

EKOCENTER

partner

project

in

the

improved

Ruhunda the

local

playground fully lighting it such that games and any other functions can go on till late in the evening without disruption caused by the darkening sky.

If you were thinking about power outages, don’t; the lights on the pitch similar to those on the street in Ruhunda are solar powered.From just a business centre, the partners have been able to create a multi-faceted facility that improves the life of the community from numerous dimensions.

The facility is managed by a local women’s cooperative with support from Solarkiosk.

Ruhunda EKOCENTER proves human development is a collective responsibility The coming together of major global companies to develop the Ruhunda EKOCENTER, if anything, demonstrates to the rest of the world that the wellbeing of human society is a collective responsibility and that together, more can be done. This was part of President Paul Kagame’s message as he joined Coca Cola and partners to launch the EKOCENTER. “Alongside Cola-Cola’s important business in Rwanda with Bralirwa, the company’s attention to the socio-economic development of our country is commendable.

This

project

in

Ruhunda

embodies

that

commitment, building on a number of other EKOCENTERS that are already in place around Rwanda”. Currently, there are close to 30 Coca Cola sponsored EKOCENTERS across Rwanda mostly located in the Eastern and Northern Province.

The President further noted, “The facilities inaugurated here demonstrate that the wellbeing and advancement of communities is a responsibility for all of us for by working together with other companies, as well as government, civil society, and most importantly citizens themselves, a win-win situation has been created for everyone involved.”

Also speaking at the inauguration of the Ruhunda EKOCENTER, Coca Cola’s Chief Executive and Chairman of the Board Muhtar Kent said that this facility will going forward serve as a model which they will aspire to replicate.

“We launched the EKOCENTER because we know that our growth and our partners’ growth can only be sustainable when the communities we serve are strong. By working across the ‘golden triangle’ of business, government and civil society, we can support increased local investment and help make communities like Ruhunda more economically and socially sustainable.”

Muhtar reiterated that philanthropic initiatives despite their great contributions to the socioeconomic wellbeing of vulnerable communities are challenged with the modality for sustainability. However with the business aspect of the EKOCENTER, the facility will be self-sustaining.

The Coca Cola boss also expressed his enthusiasm for Rwanda’s development and pledged continued support to government and people’s initiatives to further develop the country. “Rwanda is on the move, marching towards a very prosperous future– and we Coca Cola are proud to take part”.

69

GROWING WITH THE COMMUNITY

Supporting access to decent shelter

for widows and orphans Geared towards improving the quality of life in

house located in Nyamirama Sector in Kayonza

the Rwandan community, Bralirwa also partnered

district in Rwanda’s Eastern Province.Overcome

with Unity Club to build a modern house for eight

by emotions and hardly audible, one of the

elderly widows of the 1994 genocide against the

beneficiaries acknowledged that words would

Tutsi in Kayonza district.

not be sufficient to express her gratitude.“I am

U

short of words to express my happiness for the

nity club is an association that brings

support I have received, and that which I have got

together

from AVEGA, Unity Club and the Government of

current

and

former

senior

government officials and their spouses

Rwanda in yesteryears.

which is currently chaired by Rwanda’s First Lady, Jeannette Kagame. Beneficiaries of the housing support are elderly widows bereft of means to forge forward after the 1994 genocide against the Tutsi in Rwanda which completely wiped out their children, spouses and relatives living the vulnerable elderly women on their own.

The eight widows whose ages range between 80 and 90 years will live together in the modern

70

BRALIRWA

This kindness is just beyond my comprehension”.

In her message at this housewarming ceremony, Deputy President of Unity Club who also is the Deputy Governor of the National Bank of Rwanda Monique Nsanzabaganwa explained the rationale of the activity. “By living together, these old women will form a new family in which they can all feel at home and catered for. It will inspire

B R A L I R WA Celebrating partnership in Rwanda’s growth

them to move forward and to live meaningful

Also, other social enterprising initiatives have been

lives. We cannot leave them on their own; their

established to further the brewery’s contribution to

lives were affected by the Genocide that killed

socioeconomic transformation and thus towards

all their children and relatives. Making sure that

national development. A similar partnership with

these eight and other such survivors forge forward

the Unity Club saw Bralirwa support the latter’s

and find peace despite heart wrecking memories

fundraising campaign to provide Rwanda’s orphans

is the job of each one of us.”To ensure the elderly

with a solid foundation by getting housing for older

widows are fully catered for, the BRALIRWA –

orphans who for the lack of another home to go to

Unity Club partnership in conjunction with the

have found themselves having to live out their days

Association of Widows of Genocide (AVEGA)

in the orphanages that raised them. Unity Club’s

hired two caretakers to tend to their daily needs.

fundraising efforts aimed at building 20 homes

For BRALIRWA, these partnerships aimed at

for 70 children without living or traceable families.

improving the lives of vulnerable Rwandans have

Selected orphans are primarily in their 20s and

always existed and will continue as they are based

are struggling to move out of the orphanage.

on the core values of the company that govern its

They are grownups, have finished school, some

modus operandi.

have jobs and yet they go back to live at the orphanage.

“We are privileged to partner with Unity Club in this noble cause. We have been doing it in other parts of the country and will surely continue as long as it is needed,” then Managing Director of Bralirwa Mr. Jonathan Hall noted at the housewarming event.Thanks to similar partnerships, decent housing has been provided for elderly genocide widows in Kamonyi, Rulindo and Huye districts.

Also other groups of vulnerable survivors have been catered for through similar endeavours.For

Giving

them

a

home

facilitates

them to imagine a life outside of the orphanage.

By providing a solid roof over their heads, Bralirwa and Unity Club hope to establish long lasting support for Nyundo orphans. The aim is to provide these young adults with the foundation they need to go out and find a job, start a family and make a future whatever they dream. Providing the houses is helping them with the first step to a successful life; a home a place many of the orphans never had.

instance, BRALIRWA in 2014 contributed to a project of Imbuto Foundation to build homes for orphans of the 1994 genocide against the Tutsi in Rwanda. Some twenty homes of these were inaugurated in 2014 by Her Excellency, the First Lady of Rwanda Janet Kagame.

71

GROWING WITH THE COMMUNITY

Bralirwa donates solar kits to Kayonza families Bralirwa in partnership with the district of Kayonza and the Energy Development Corporation Limited (EDCL) financed the supply of solar electricity systems to 283 families in Ndego sector, which is also home to Bramin maize farm a shared venture of Bralirwa and Minimex.

T

he solar systems, supplied by Mobisol, consist of a solar panel, a battery, 3 lights, a solar lantern and a phone charger kit.The managing director

of Bralirwa, Victor Madiela, called it a big day for the company’s ambitious corporate social responsibility agenda.“Our Bramin farm provides jobs to some 300 people living around it in Ndego, so we want to support that community,” he said. “For example, we have a permanent ambulance at the farm which is there for the community.”

According to the Executive Secretary of Kayonza district Ronald Kiwanuka, the local authorities are very grateful for the good cooperation with Bramin and Bralirwa.“This donations promises to bring relief as Ndego is one of the few sectors in the district which still didn’t have universal access to electricity.”

283

Families benefited from the project

72

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

73

GROWING WITH THE COMMUNITY

PRESERVING the memory of Genocide, supporting survivors to forge forward Safeguarding the memory of genocide is a

du Rwanda (BRALIRWA) engages each year in

responsibility that every Rwandan carries. It can

activities of commemorating the 1994 genocide

and should be considered a responsibility of any

perpetrated against the Tutsi. Each year, a comeback

good citizen because only through understanding

candlelit vigil and commemoration event is held on

the peculiar history of a nation people can be

around 25th of April –the same time 24 years ago

believed to know what is required of each in order

–when the company’s employees who were hiding

to reach set goals.

at its head office in Kicukiro district were killed. To preserve the memory of genocide, BRALIRWA built

T

hus over the last 24 years, annual events are

monuments at both its production plants in Kigali

hosted in Rwanda between April and July,

and Rubavu, with names of employees lost to the

to remind those in and outside the country

mayhem engraved in stone for all to know that

of the 1994 mayhem. But beyond remembering

the people remembered were same with all others,

the occurrences of this dark past, this period also

had dreams and aspirations but their lives were

renews commitments to building a better nation;

brutally ended because of which group of society

with better political and social principles that point

they were born into. Thus during commemoration

to socioeconomic development

than

activities each year, the staff and management

divisionism and genocide ideology. Synonymously,

of the company take time to lay wreaths on the

Rwanda’s leading company by market share in

memorials, which symbolize resting grounds of the

the beverage industry Brasserie et Limonadarie

beverage manufacturer’s former employees. For

74

BRALIRWA

other

B R A L I R WA Celebrating partnership in Rwanda’s growth

organization and beyond is a priority duty as well as is contributing to the mending of Rwanda’s social and economic fabric which was deeply damaged by the genocide and its ideology.

Inspiring new generations to understand why remembering is important and their role in Claude Rutamubana, the only person who survived

rebuilding

among those who had been at the head office in Kigali

While Bralirwa staff such as Rutabana who lived

pointing to the genocide monument during the 21st

through the genocide and were directly impacted by

commemoration event and thanking BRALIRWA, his

it carry the weight of its memory each day of their

employer, for preserving the memory of his colleagues

lives, many young people working for the beverage

with whom he suffered but who never survived the

manufacturer and across the country oftentimes

massacres, it is clear this memorial stone means a lot

may not fully grasp the reason for annual vigils or

to surviving families of the victims and other survivors

the role they are called to play in the reconstruction

like him.

of the Rwandan society and economy.

Hence as one of the biggest employers and private

However, genocide anniversaries in Rwanda are not only

entities in Rwanda, Bralirwa each year alongside

moments to remember the painful past alone; the aim

the events to remember also conducts lecturers

is to remember yes, but renew and rebuild through this

for its staff so that the ideology and memory

remembrance. Through its various managements over

of genocide is clearly understood across all age

the years, BRALIRWA has affirmed its commitment

groups of its employees which also include visits

to this goal of keeping the memory of genocide alive

to memorial sites and events aimed at supporting

lest anyone forget the atrocities that were visited upon

and encouraging survivors of the mayhem.Through

Rwanda in the 100 days and contributing to reuniting

its annual music reality show dubbed Primus Guma

Rwanda, fighting divisionism and investing in the

Guma Super Star (PGGSS), these efforts to educate

creation of a better community where for all.

the new generations of Rwanda on the genocide, its consequences and the role of reconstructing are

The BRALIRWA family has deliberately and determinedly decided that reuniting and rebuilding first from within the

extended to the mostly young local music celebrities who compete for the crown of becoming Rwanda’s Super Star each year.

Activities of the PGGSS contestants include lectures on the genocide and field activities in which these youthful artists visit genocide survivors and museums to better grasp its impact and are encouraged to support. Throughout the 7 years of its existence, contesting artists each year have engaged in activities to support less fortunate Rwandans in the spirit of rebuilding. Via the actions of these artists who are revered by majority millennia, these messages and gestures of importance to Rwanda’s rebirth and sustained growth are transmitted to the youth who in great numbers look up to the conduct of their stars for inspiration.

75

GROWING WITH THE COMMUNITY

Supporting access to clean, life-saving water In contribution to addressing socioeconomic

In Nyarurama cell of Gatenga Sector where a

ailments in various areas, Bralirwa as the

piped water supply project benefiting 3,414 people

Rwandan producer of the Coca Cola line of soft

was installed and reinforced with two 2,500litre

drinks has for four years running, under the RAIN

capacity water storage tanks to ensure steady

Coca Cola Project, supported the International

supply, residents were chanting songs of praise

NGO Water for People in boosting access to

and having tarmac dances at the launch of the

clean water particularly in Kicukiro District one

facilities by partners on November 28th 2014.

of the three that make up Kigali City.

I

n rural sectors of the district which are most challenged by inadequate access to clean water of Masaka, Gatenga, Rusheshe, and Kicukiro

sectors, over 60,000 people in the period from 2011-2015 gained access to water.These water projects, which are implemented by the Rwandan subsidiary of the International NGO Water for People with the technical support of the Water and Sanitation Company

which is charged

Many, largely women did not hesitate to share their bliss as they tapped the life-saving liquid, from the delivery point of the installed system. In the past, these women would have to trek more than 2km, all to get some dirty, obviously disease infected water from a nearby swamp. With the piped water system installed in their vicinity, they assured their leaders that nothing would stop them from living better lives.

with managing Rwanda’s water resources and distributing the utility , have been key ingredients in setting thousands of rural residents on the path to socioeconomic transformation.

76

BRALIRWA

Besides the piped water supply project, the year 2013-2014 also saw 50 households in Rusheshe settlement of the Masaka Sector benefit from 50

B R A L I R WA Celebrating partnership in Rwanda’s growth

rainwater storage tanks with a capacity of 2,500 liters each, 779 and 624 students and teachers of Nyarurama and Kagarama Primary school of Gatenga Sector get 10 eco toilets each to enhance sanitation and hygiene, 2,457 students and teachers of Kanombe School Complex in Nyarugunga Sector receive 8 rainwater harvesting tanks to boost access to clean drinking water, while 789 students and teachers of Kagina School Complex in Kicukiro Sector benefited from two rainwater storage tanks.

With the interest in comprehensive sustainable intervention as stipulated in Bralirwa’s own core values, several local masons were trained on

construction

techniques

for

rainwater

harvesting and ecological toilets while a twoday training session for 24 members of Hygiene Committees (HAMS) in schools on the hygiene and sustainability of Water, Sanitation and Hygiene (WASH) infrastructures services was also conducted.

“

The one in Nyarurama for instance is run by a local entrepreneur who sells a 20 litre gerican of water at Frw20 that part of which is used for repair and maintenance work, in addition to paying the bills of the water to the utility company.

For piped water projects, the idea is that they are run on a social enterprising basis, in order for the communities to contribute towards their sustainability while at the same offering an opportunity for some locals to have income generating activities. The one in Nyarurama for instance is run by a local entrepreneur who sells a 20 litre gerican of water at Frw20 that part of which is used for repair and maintenance work, in addition to paying the bills of the water to the utility company.

The manager of the piped water system however shared that in case of a vulnerable resident who has no money, water is given freely since in the first place such people are known to all.

77

LIVING WITH DISABILITIES BUT NOT DISABLED

BRALIRWA donates FRW50million worth of sewing machines to support income generation for Persons with Disabilities After losing both arms to a mob of infiltrating terrorists who caused an uprising in Northern Rwanda in 1998, Ndabaramiye Frederick could not think there would be a life after the catastrophe.But like he later would learn from a series of trainings, living with a disability was far from being completely disabled as there were numerous things he still could do with the rest of his life albeit without hands.

T

his revelation was all it took to set Ndabaramiye on a new journey of accomplishment, and the benefits of this journey have empowered him and many other Persons living with

Disabilities (PWD) in his native Rubavu district in addition to a good number from other parts of Rwanda. Using his platform, Ubumwe Community Centre (UCC), Ndabaramiye currently has over 700 students who are imparted with various hands on competencies which have transformed their lives and enabled them to achieve decent livelihoods they formerly thought were out of reach for PwDs.

A living testimony of the transformation, Ndabaramiye shares that all the learners at UCC are given free training, some receiving lessons from as basic as reading and writing, since most families in the past never saw any reason in educating a PwD. “We have trained thousands since 2005 when the centre was established. After training, we bring groups together in cooperatives such that they can begin to make use of the acquired skills; earning a living, supporting other PwDs and the community as a whole, plus imparting the learnt skills to other Rwandans,� he noted.

However, just like he mentioned; training at UCC is given freely at no charge for the beneficiaries. Today according to Ndabaramiye, the centre manages to execute its responsibilities through a series of support opportunities from government and other partners. But the situation surrounding founding is not only characteristic of UCC but of all the cooperatives of people living with disabilities across the country,

78

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

accelerate them like any other motor equipment.

This feature allows people living with different disabilities to operate them conveniently.” Also like Mugabo shared, the fact that these machines are automated will see cooperatives produce more textile products in less time hence allow them to avail more on the market. He estimates that with the model of the machines donated by Bralirwa, productivity will be more than tripled. During the handover of the equipment, then Managing Director of BRALIRWA Jonathan Hall, noted that the machines were donated brand new.

The motivation as Mr. Hall shared is to give value to which is what creates the need for intervention from

Rwandans and contribute to the efforts of achieving

all stakeholders in improving livelihood for Rwandans.

personal and community development targets

Towards contributing to covering this huge support gap

that the country has set for itself. “We have been

in improving standards of living for PWDs, Brwalirwa

operating in Rwanda since 1959. This puts us very

donated 46 state of the art sewing machines to the

close to the people and explains our strong feelings

National Council of Persons with Disabilities (NCPD)

towards striving for improved standards of living for

which were consequently transferred to cooperatives

everyone.”

of PwD across the country, crucial to all people living with disabilities in Rwanda and the Rwandan community at large. The sewing machines were handed over to NCPD and consequently cooperatives of PwD at the event to kick off week-long activities leading to the International Day of Persons with

The value for people, according to the BRALIRWA Managing Director, is written into the company’s core values which inform the choices of actions and intentions. Mr. Hall further noted that the donation

Disabilities on December 3rd.

is in the brewery’s efforts to “give people living with

The machines are new, and latest technology with

contribute to better quality life.

disabilities a chance to earn a living and thereby

specifications convenient for PwD According to some Persons with Disabilities who have already been in the tailoring business and understand the differences in quality of the machines, the Juki model of Japanese sewing machines donated by Bralirwa employ the latest technology and are more user friendly compared to those they have had in the past. Innocent Mugabo is skilled in tailoring and currently teaches the skill to other learners.

He disclosed that unlike many of the sewing machines used by several cooperatives of PwDs which in most cases cannot be operated by a diverse range of people with varying physical disabilities, those donated BRALIRWA are automated and do not require one

” With the machines already distributed amongst PwD cooperatives across the country, Bralirwa promised to sustain its support particularly in their maintenance. According to the State Minister in the Ministry of Local Government in charge of social affairs Alivera Mukabaramba, BRALIRWA’s donation as the first of its kind from the private sector, beyond improving the lives of beneficiaries will attract other companies to get involved in sustainably supporting people living with disabilities to improve their life standards. During the general population census in 2012, 446,000 people living with disabilities were recorded in Rwanda.

to use a lot of physical strength. “You only need to

79

BRALIRWA COMMUNITY

BRALIRWA supports return of lions to Rwanda’s Akagera national Park

$18m invested In another feat towards environmental protection

more for the park to regain a satisfactory population

and preserving the natural ecosystem balance,

of the species. The lions have today steadily grown in

Bralirwa supported partnered with the Government

numbers and are making the afore envisioned impact

of Rwanda to support the reintroduction of lions

of increasing the appeal of the savanna safari park

in Akagera National park where human pressures

to the tourist community both local and international.

and conflict of the 1990s had forced them to disappearance.

C

ontributing to the return of lions in Rwanda’s ecosystem is a cause that is believed will have a series of impacts on the country’s

economy particularly boosting the tourism sector and positioning Rwanda as a major wild game conservationist. In total seven lions were relocated from South African game parks to Rwanda including two males and five females which are all said to be in the prime of their lives and expected to reproduce

80

BRALIRWA

“In the prime of their lives, the lions have been selected based on future reproductive potential and their ability to contribute to social cohesion – young adults, sub-adult females, young adult males with different genetics – and associations such as adult female with sub-adult female and adult male coalitions,” read part of a statement of the Rwanda Development Board, the government body in charge of tourism at the time of reintroducing the lions in the park.

ANNUAL REPORT AND ACCOUNTS 2017

B R A L I R WA Celebrating partnership in Rwanda’s growth

81

ENJOYMENT & RESPONSIBILITY

Guma Guma Superstar; the reality show credited for giving a worthy push to Rwanda’s music industry When the Primus Guma Guma Super Star

Certainly, these artistes in addition to tens more

(PGGSS) contest begun seven years ago, the

who have participated in PGGSS over the last eight

contestants who joined it were mainly crème de

seasons have had significant improvements in their

la crème of Rwandan music at the time, but even

careers thanks to the goodies of the reality show

so, many were unfamiliar with the concept of

and the king prize of millions in Rwandan francs

live performances; a skill otherwise mastered by

given to the best performing artistes.

artistes elsewhere in the world. The norm at the time was playback performance; artistes literally miming their own music in the background of their recordings.

F

or the past eight seasons of PGGSS, local music artistes Tom Close, King James, Riderman, Jay Polly, Knowless, Urban Boys,

Dream Boys, and Bruce Melody have subsequently been crowned the Primus Guma Guma Super Stars.

82

BRALIRWA

Though none intends to deduce that all their achievements are as a result of PGGSS, no one would also be careless enough to disregard the role that the annual contest has had in the respective lives of the artistes and in catalyzing the growth of Rwanda’s inarguably nascent music industry.The shows impacts have been seen in the area of music production where record studios

B R A L I R WA Celebrating partnership in Rwanda’s growth

owned by winning artistes had facelifts and signed new upcoming artistes following wins and the rewards thereof from PGGSS. For instance after winning PGGSS season 3, Riderman was very pronounced that a good chunk of the Frw24million prize received would go into his recording studio to not improve his own music as well as give him the platform to support upcoming musicians.

“Part of the money will be going to my studio to keep helping those talented artistes, especially the rappers because we have very few sponsors. So I would like to help them make their dreams come true,” the rapper said. Other than impacting music careers of former PGGSS participants, the raised bar of music quality also sets the expectations on any upcoming musicians higher, all to the end result of ensuring more quality products on the showbiz market.

83

PGGSS has had as its other impact on Rwanda’s music industry mobilizing a strong fan base for local music products. This has been achieved as a result of the road shows organized during the contest; taking participating artistes to places they would otherwise never sponsor themselves to, and allowing them to access a wider nationwide fan base not mentioning putting the artistes into local and international media spotlight which offer an even wider fan base and greater opportunities.

In addition to these achievements, showbiz analysts, journalists and artistes alike argue that the pressure which comes with the competition remains the greatest impact that PGGSS has had

“

Other than impacting music careers of former PGGSS participants, the raised bar of music quality also sets the expectations on any upcoming musicians higher, all to the end result of ensuring more quality products on the showbiz market.

possible to have an extensive collection of onlyRwandan music; “without the previously popular Congolese or Ugandan” cocktail.

on Rwanda’s music industry. For the past eight seasons of the contest, the quality and arguably

Needless to mention, good performance in PGGSS

quantity of music served to the Rwandan masses

has offered artistes a platform to gain reputation;

has improved several folds.Many argue that it

usually ending up in long term contracts as brand

is only after PGGSS’ introduction that it became

ambassadors of leading businesses.

84

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

85

ENJOYMENT & RESPONSIBILITY

INSPIRING a spirit of enjoying responsibly As part of brewing a better world, Bralirwa has

health.”

over the years spearheaded campaigns aimed

Underage drinking of alcohol, drunk driving

encouraging responsible consumption of alcohol

among other bad vices are enemies to the Bralirwa

among all its consumer constituents and with

business mission of providing enjoyment for life

particular emphasis on discouraging sale to

and the company has been investing in fighting

and consumption of alcoholic beverages among

them alongside other government, private and civil

children below the legal age of adulthood of 18

society actors.

years.

T

hese

campaigns

are

enshrined

on

Enjoy responsibly day

the beverage manufacturer’s value of

As is custom in all Heineken group companies

“enjoyment for life” which when dissected

Bralirwa since 2014 celebrates an annual enjoy

says “we don’t want people to drink our beverages

responsibly day during the brewery’s management

to the detriment of their health and lives; we want

exhorts staff, invited guests and the general public

our beverages to be catalysts of those moment of

to exercise responsibility in alcohol consumption.

enjoyment that is responsible and ensures good

Staffers are hosted in training on the effects of

86

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

drunk driving, their role as ambassadors of the “enjoy responsibly” campaign among others.

Often

conducted

in

partnership

with

the Rwanda National Police, staff and management of BRALIRWA move through Kigali and other urban centres placing

DONT DRINK AND

DRIVE

stickers with the message “don’t drink and drive” on cars, first the brewery’s own vehicles.

While the company is in the business of selling beverages including alcoholic ones, its core values and principles of operation underline that Bralirwa is in the business of entertaining and bringing enjoyment and thus irresponsible consumption of alcohol is detrimental to its business success hence the emphasis on promoting responsible consumption.

“

As is custom in all Heineken group companies Bralirwa since 2014 celebrates an annual enjoy responsibly day during the brewery’s management exhorts staff, invited guests and the general public to exercise responsibility in alcohol consumption.

The line that separates enjoyment and tragedy when it comes to beer consumption is none other than responsibility. One might be enjoying one moment while drinking a favorite beer and out of lack of self-discipline and responsibility; the next moment this might become tragic.

“We are glad to be in this interesting funexuding industry. We need to take lead in protecting the consumer and the future of beer which plays a vital role in the cultures and economies of communities where

87

we operate,” Bralirwa’s Corporate Affairs and Communications and Communications Manager Mr. Freddy Nyangezi shared on the preoccupation with instilling a spirit of responsibility.

On the global stage, Heineken introduced the Enjoy Responsibly Day in 2014.

This enjoy responsibly drive since 2016 riding on the partnership between Heineken, AnheuserBusch inBev, and Carlsberg who are the world’s biggest beer manufacturers became the Global beer responsibility Day. At its maiden celebration in 2016, the campaign engaged tens of thousands of brewer employees, more than a hundred governmental and nongovernmental organizations and half a million retail accounts to reduce the harmful use of

Key messages of responsible consumption of alcohol shared are; • Do not drink and drive • Do not give or sell alcohol to persons under the age of 18 years • It is healthy to drink water alongside alcohol • Do not consume alcohol on an empty stomach.

Alcohol does not replace the importance of healthy meals

alcohol.

In addition, brewers, retailers and their partners directly engage more than 700,000 consumers and reached over 200,000,000 consumers with responsible drinking messages and activations across the world.

18+ only campaign In efforts to preserve the community and ensure continued development, Bralirwa has been implementing the ‘18+ only’ in partnership with the Ministry of Youth among other stakeholders, to combat underage drinking in Rwanda since 2015.

The

campaign

which

resulted

from

consultations with key stakeholders in child development and youth empowerment in Rwanda intends to dissuade young Rwandans and to encourage them to stand firm from the temptation to drink before 18

88

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

years of age, which is classified as a strong challenge to youth development today.

“Very many young people are consistently tried and tempted by the urge to drink before the age of 18 years owing to various factors in the community.

However as big as the temptation may be, we urge our youngsters to remember the values of responsibility and thus resist from falling victim to

20,000 well-illustrated messages detailing the negative effects of underage drinking distributed

underage consumption of alcohol,” is BRALIRWA’s Management message regarding the campaign.

gathered like at the Imbuto Foundation’s Annual

The campaign among others and in partnership with

youth camp where the same message is given.

other stakeholders in child protection in Rwanda to

At one such event in Huye in 2017, students who

distribute over 20,000 booklets with well-illustrated

had been gathered at the camp had this to say.

messages detailing the negative effects of underage drinking and what Rwandan youngsters should do to

“I have drunk on several occasions but common to

resist it produced by the Bralirwa team.

all, it was friends pushing me to do that, especially

Also, ‘18+ only’ includes partnerships in sensitization

during outings and parties. However, my parents

campaigns in various schools to encourage youth to

have dissuaded me from drinking before I finish

not consume alcohol before age.

secondary but it is necessary that all youth in

During these sensitization sessions, youngsters

the country are continuously reminded of this,”

also are encouraged to use various participatory

Betty Uwimana, a 16-year old senior three student

communications for behavior change initiatives and

shared.

innovatively share their understanding of the impact

“When you begin drinking at an early age, you

of underage drinking, its causes and the solutions

end up spending all your money in bars and clubs

they see as being fit.

which damages your financial management even

Besides going to schools, Bralirwa has also been

when you begin working,” another student Felicien

taking the message to all events where youth are

Bigirimana reinforced.

89

Amsterdam, 15 February 2014

About Heineken

150th anniversary of HEINEKEN.

Amsterdam, 15 February 2014

driaan Heineken bought ‘De Hooiberg’ brewery in

d first step Dear towards realising his dream. He founded the colleague,

clear vision:Today to brew the150th best beer of his time and to let marks the anniversary of HEINEKEN.

In 1864, Gerard Hooiberg’ brewery in in e was uncompromising onHeineken quality, he ‘De was commercially GerardAdriaan Adriaan Heinekenbought bought ‘De Hooiberg’ brewery Amsterdam: hishis dream.

HeHe founded thethe Amsterdam:aabold boldfirst firststep steptowards towardsrealising realising dream. founded

e was a very progressive employer. He never lost sight

Companywith withaaclear clearvision: vision:totobrew brewthe thebest best beer time to let Company beer of of hishis time andand to let

the world world know.He Hewas wasuncompromising uncompromising quality, he was commercially that beer and enjoyment should go hand inhehand. the know. onon quality, was commercially aggressive and he was a very progressive employer. He never lost sight

aggressive and he was a very progressive employer. He never lost sight that has served the Company well. of the simple rule that beer and enjoyment should go hand in hand. of the simple rule that beer and enjoyment should go hand in hand.

It is an approach that has served the Company well.

It is an approach that has served the Company well.

s guide us today. HEINEKEN is now the world’s most

Those same values guide us today. HEINEKEN is now the world’s most

® wer and theThose Heineken brand leads the way in the international brewer andus the Heineken brand leads the way inmost the same values guide today.

HEINEKEN is now the world’s ®

internationalbrewer The entrepreneurial passion of international andsegment. the Heineken® brand leads thespirit wayand in the mium segment.

The premium entrepreneurial spirit and passion of

our more than 85,000segment. employees to takespirit the Company forward. international premium Thecontinues entrepreneurial and passion of

Andmore 150 continues years85,000 on, theemployees Heineken family remains a constant source of ,000 employees to take the Company forward. our than continues to take the Company forward. support for the Company.

, the Heineken family remains a constant source of

ompany.

For more than years going forward, the Heineken family remains a Thank you for 150 being partand of the journey. constant source of support for the company.

Here’s to to acelebration!

Here’s celebratory year and the next 150!

ng part of the journey.

Cheers,

Thank you for being part of the journey.

Here’sthe to celebration! atory year and next 150!

Jean-François van Boxmeer, Chairman Executive Board/CEO

Boxmeer,

150_YEARS_HEINEKEN.indd 2

04-02-14 15:52

ve Board/CEO

90

BRALIRWA

B R A L I R WA Celebrating partnership in Rwanda’s growth

100% Pure Malt

Superior Quality, Born in Amsterdam

91

HEINEKEN 33CL RWF

800

SAME GREAT TASTE NOW BREWED IN RWANDA 92

BRALIRWA

HEINEKEN BOTTLES ARE NOW RETURNABLE