Resilience, a Force for Change

Being closely interested in CECI’s activities, it was thanks to its Women Entrepreneurs in Solidarity program, implemented under the Volunteer Cooperation Program (VCP), that this encounter was made possible. When I first read about the program on their website, I could immediately see myself getting involved. The idea of collaborating with a woman entrepreneur abroad, sharing and demystifying my knowledge while learning from her, brought me both fulfillment and a renewed sense of purpose in my professional journey.

My beginnings as a woman entrepreneur in the coffee sector were a true school of resilience and perseverance. With this experience in hand, I wanted to provide moral and professional support—the kind so needed, especially when you are a woman working in a predominantly male environment. Indeed, being a woman in the coffee industry—where coffee is traded on the stock exchange and where big players show little mercy—is a double challenge. To succeed, it requires working harder and smarter, aiming for high quality, and ensuring strong communication about the product. What motivated me most was the opportunity to collaborate with a woman from the African continent. For me, this exchange carried a special resonance and strengthened the meaning of my commitment with CECI. Participating in a program of reciprocal mentorship in women’s entrepreneurship represents, to me, a form of solidarity where women entrepreneurs share their knowledge in order to inform one another, enrich their experiences, and grow together in a spirit of collaboration.

CECI’s team provided me with the information, guidance, support, and preparation I needed to embark on this volunteer experience in Rwanda.

My greatest surprise was discovering a country undergoing profound transformation on the economic, social, and technological fronts, with inspiring and concrete environmental initiatives visible in everyday life. Among these changes is the progress achieved by women in the coffee industry. Today, nearly 50% of washing stations and coffee shops are managed by women.

I had the privilege of collaborating with Laetitia Kayitesire, founder of Saké Coffee, a local business dedicated to producing high-quality coffee while advancing women’s empowerment. This collaboration enabled me to identify the essential needs of Saké Coffee and contribute to the development of a business model that is socially and environmentally sustainable. Beyond its excellent coffee, Saké Coffee stands out for its commitment to women producers, providing them with a space for learning, organizing, and collective growth. Laetitia embodies strong female solidarity: aware of the realities and needs of her employees, she invests in creating sustainable solutions such as income-generating activities that help improve the living conditions of rural families through synergy and collective action.

I was deeply impressed by the determination of these women to make their mark in the coffee market, both locally and internationally. Whether from the private sector or cooperatives, all of them aspire to play a larger role and showcase their leadership. I had the opportunity to visit several women’s entrepreneurial associations that have joined forces to strengthen their agency, increase their visibility, and develop business models that highlight their expertise. One such example is Question Coffee, a social enterprise that brings together women producers from the east, south, north, and west of Rwanda. It is a remarkable example of cooperative collaboration that strengthens the visibility and economic power of women in the coffee sector.

As a Canadian entrepreneur, my experience and knowledge of the coffee industry were real assets. I was able to share my expertise and provide insider perspectives on the challenges of import and export. Together, we discussed the key parameters required to reach international clients and increase visibility in global markets.

Despite this progress, challenges remain, particularly regarding the organizational structuring of their businesses. These women work tirelessly to sell their product, all while carrying a heavy domestic workload. This double responsibility leaves little time for strategic management and business growth.

In a constantly evolving sector, where coffee prices fluctuate on the stock market, women entrepreneurs greatly benefit from access to strategic information: market trends, buyer expectations, innovations in product presentation—essential elements to better position their coffee internationally. With this in mind, we worked on communication and marketing tools, as well as a data collection system to improve operational monitoring.

The coffee sector workforce deserves greater attention to improve the living standards of families, as the majority are women who contribute significantly to the financial health of the business, yet whose incomes remain precarious. Working with and alongside these women entrepreneurs and workers has been a lesson in boldness, determination, and eagerness to learn.

My stay in Rwanda was profoundly transformative: I return home enriched with new perspectives. My outlook as a coffee importer and roaster has changed. It allowed me to better understand the challenges faced by women communities working in coffee production—insights that now guide my work and help raise greater awareness among consumers in Canada.