Rwanda Coffee builds buyer links in Brussels

Rwanda used World of Coffee Brussels 2026 to bring its specialty coffee story closer to European roasters, buyers and distributors, with more than 30 Rwandan coffee companies joining the three-day trade exhibition.

Held at Brussels Expo from 25 to 27 June 2026, World of Coffee came to Belgium for the first time. The event gathered thousands of participants from across the global coffee sector, including producers, exporters, roasters, traders, café owners, baristas, equipment suppliers, investors and buyers.

Organised by the Specialty Coffee Association, the Brussels edition combined a large trade exhibition with cuppings, education sessions, product launches, competitions and business meetings. The official exhibitor overview listed more than 400 companies, making the event one of Europe’s key meeting points for specialty coffee.

For Rwanda, Brussels offered a strong platform in its largest export region. Europe accounts for about 60% of Rwanda’s coffee shipments, while Rwanda’s coffee sector generated a record $148.6 million in export revenues in 2025, a 65% increase compared to the previous year.

The Rwandan presence also matched the event’s focus on origin countries and direct sourcing. Buyers came not only to taste coffee, but to meet the people behind it. In that setting, Rwanda’s washed Arabica coffees, origin story and quality improvements had a clear audience.

From Lake Kivu to European buyers

Among the Rwandan exhibitors was Kinunu Agroprocessing, a family-owned coffee farm and processing station on the shores of Lake Kivu. Led by CEO Michaelle Kubwimana, the company works directly with local farmers, 90% of whom are women. It provides fair compensation, health insurance and access to education initiatives.

Kinunu Agroprocessing also brings its coffee to international consumers through Kawah Coffee, its single-origin Rwandan coffee brand. The brand follows a farm-to-cup model that connects buyers with the farm, the farmers and the wider community behind each lot.

Kubwimana said the main goal in Brussels was to introduce both Kinunu Agroprocessing and Kawah Coffee to the European specialty coffee community. The team wanted to meet roasters, importers and distributors who value traceability, quality and long-term relationships with producers.

“The event exceeded our expectations,” Kubwimana said. She said the fair created space for real conversations with buyers who want to know more about the people and stories behind the coffee they buy. Kinunu also used the event to strengthen existing relationships, build new contacts and learn more about European market trends.

Several markets stood out. Kinunu Agroprocessing received strong interest from specialty coffee roasters, green coffee importers and distributors in Belgium, the Netherlands, Germany, France, Italy and the United Kingdom. Buyers showed interest in fully washed and naturally processed coffees, as well as exclusive lots and future harvests.

Visitors responded positively to the taste and consistency of the coffee. According to Kubwimana, many praised its clean cup, sweetness, bright fruit notes and balanced profile. The story also mattered. Kinunu’s third-generation family roots, its Lake Kivu location and its work with women farmers gave buyers more than a flavour profile to remember.

What makes Kinunu Agroprocessing and Kawah distinctive is their integrated farm-to-cup approach. The company oversees cultivation, processing, export, roasting and brand development. That gives it control over quality and traceability, from the hills above Lake Kivu to the final cup.

Kinunu Agroprocessing is also investing in a coffee training centre for farmers and young people. The centre will focus on cupping, barista skills, hospitality, entrepreneurship and language training.

After Brussels, Kinunu Agroprocessing is sending samples, sharing cupping information and discussing future purchases. For Rwanda’s exporters, the next stage will matter as much as the trade fair itself: turning promising conversations into durable export partnerships.

Kinunu Agroprocessing Ltd
Website: www.kawah-rwanda.com
Sales/export contact: Michaelle Kubwimana
Title/role: CEO
Email: management@kinunuagro.com
Phone/WhatsApp: +44 77 65 74 92 65