Who is RIC Brands ?

RIC Brands was founded on a conviction that Africa's greatest untapped resource is not its land, its minerals, or its weather. It is its people, its food, its culture, and its capacity to build world-class brands that the world will pay attention to.

We are a UK-Africa agribusiness, trade, and hospitality enterprise — dual-registered in the United Kingdom and Rwanda. From our Africa headquarters in Kigali, we work across eight Phase 1 countries, connecting smallholder farmers to global markets, building Africa-grown consumer brands, and creating the supply chain infrastructure that makes it all possible.

We are not a development programme. We are not a charity. We are a business — and we believe that sustainable, profitable, African-owned commercial enterprise is the most powerful tool for African prosperity.

Our Company Vision

Vision: To build sovereign, prosperous, and globally competitive African agribusiness and hospitality ecosystems — empowering smallholder farmers, indigenous crop producers, local entrepreneurs, and institutional partners to trade, grow, and thrive on their own terms.

Grow Africa, Brand Africa, Trade Africa!

Grow Africa

We support smallholder farmers, soil health, food sovereignty, and indigenous crop revival across Phase 1 countries through structured agribusiness programmes, Farmer Field Schools, and post-harvest investment.

Brand Africa

We build proprietary Africa-grown consumer brands — that celebrate African food, culture, and hospitality and take them global.

Trade Africa

We open real market access for African producers — connecting African agri-CPG products and commodities to UK, EU, US, and Gulf buyers through Origin Cup, Africa Coffee Festival London, our Deal Makers Dinner, and our commodity trading arm, RIC Africa Central Supply (RACS).

What We Do

Nine pillars. One mission. A continent of opportunity.

RIC Brands operates across nine interconnected pillars — each one a distinct, revenue-generating programme that together form a comprehensive Africa agribusiness and hospitality ecosystem.

1 — Africa Food & Soil Sovereignty

Africa holds 60% of the world's uncultivated arable land yet spends over $35 billion annually on food imports. We are here to change that. We work with governments, cooperatives, and institutional partners to build domestic food production systems, restore soil health, and keep agricultural value inside African economies.

2 — Indigenous Crop Revival

Fonio. Moringa. Baobab. Teff. Rooibos. These are not niche health foods — they are Africa's ancient agricultural heritage. We work to bring them back to the tables they came from, and introduce them to global markets that are ready for them. We identify producers, build supply chains, and create commercial pathways for indigenous African crops.

3 — Knowledge Transfer & Agricultural Education

We close the gap between African agricultural potential and global market standards. Through Farmer Field Schools, export readiness programmes, EUDR compliance training, and our Africa Brew Brief media platform, we build the human capital that underpins lasting agribusiness growth.

4 — Market Access & Agri-CPG Trade

A raw commodity earns a fraction of what a branded product earns. We help African producers make that leap — from green coffee to roasted-and-packaged, from raw cocoa to origin chocolate, from dried moringa to premium wellness retail. We connect African producers directly to UK supermarkets, HORECA buyers, specialist retailers, and export markets.

5 — Africa-Grown HORECA Franchise Brands

We build and franchise Africa's own hospitality brands. Zuri Hotels (four-tier hotel franchise), Buka Street (African QSR), and Teranga Cup (African specialty cafe) are three wholly owned RIC Brands concepts — designed in Africa, for Africa, and built for global expansion. Every unit is supplied 100% through RIC Africa Central Supply.

6 — Brand Activation Event Platforms

Origin Cup. Africa Coffee Festival London. Deal Makers Dinner. Our events are not just gatherings — they are commercial engines. They generate revenue, create direct producer-to-buyer connections, activate investment conversations, and build the cultural profile of African food and drink on the global stage.

7 — Media, Research & Intelligence

Africa Brew Brief is our agribusiness media platform — publishing investigative articles, research reports, producer case studies, and podcast interviews that shape the narrative around African food, trade, and investment. We don't just work in the ecosystem. We document it, analyse it, and amplify it.

8 — Africa Global Agribusiness Association (AGAA)

AGAA is the connective infrastructure of the RIC Brands ecosystem — a pan-African membership network linking agribusinesses, investors, buyers, solution providers, and country accelerators. Co-founded with Rachel White, AGAA exists to make African agribusiness relationships permanent, structured, and commercially productive.

9 — RIC Africa Central Supply (RACS)

RACS is our proprietary supply chain, commodity trading, and distribution company — headquartered in Kigali with anchor hubs across six African cities and four international trade hubs. RACS supplies every client with 100% African-sourced ingredients. It also trades African commodities globally, leases warehouse capacity, and provides export brokerage services for third-party producers.

Values: Integrity, Service, Excellence, Stewardship, Dignity, Partnership, Continuous Learning.