Managing Director Inyange Industries

1. FARM TO TABLE
DAIRY MARKETING IN RWANDA
AL PRESENTATION OF SALES FOR MAY 2016

2. Contents
´ Inyange Industries background
´ Milk Suppliers & processors
´ Inyange Dairy Products
´ Inyange distribution model
´ Cold Chain
´ UN Mission
´ Milkzone
´ Critical issues along the dairy value chain in Rwanda
´ Q & A

3. Some facts Rwanda-­‐‑ Economy.
´ GDP annual growth at 8% for last 5 years
´ Agriculture contributes 40% (about 6% of which is from
livestock) of the country’s GDP,
´ Milk production is growing at the faster pace than predicted demand,
´ But less than 50% reaches the market of any form, with the price of raw
milk being 1/3 of processed milk.
´ It is estimated that approximately 64% of milk marketed is in the informal
market
´ Surplus milk cannot be consumed in any other form due to small
domestic market

4. So what’s Inyange?
Inyange is Kinyarwanda for Cattle
Egret, a white-feathered bird from
the African Great Lakes which is
often to be seen perched on the
back of big mammals (Cattle,
Horses…etc.) using that vantage
point to scrutinize the horizon.
In Kinyarwanda it represents
“Purity” thus Inyange as a
company derives its Theme, “Fresh
Taste, Healthy Living.”

6. Company
´ Inyange Industries LTD is a Rwandan private Limited Company incorporated in
1997. The company is owned by local share holders and is a subsidiary group
companies under Crystal Ventures Ltd (CVL).
´ Inyange has been a successful brand in Rwanda for last 16 years. The
Company has been processing and packaging dairy products, fruit based
juice products and mineral water.
´ In order to satisfy customer demand (both in and out of season) and remain a
significant player in the Agro-processing industry in Rwanda, the company
has significantly expanded its capabilities to produce both short shelf life and
extended shelf life (ESL) products
´ All products have obtained the certification and quality mark of the Rwanda
Bureau of Standards (RBS) and ISO 22000: 2005 Food safety Management
system certification as an intended food processing facility.

7. Cont..
7
Vision:
To be a leading East and Central African Dairy and Beverage brand , producing high
quality products while enhancing shareholder’s value
Mission:
To secure the highest value for all stakeholders in the food value chain while enriching
the lives and health of all consumers with the most nutritious and tasty choices through
wide range of dairy and Beverage products
Core Values:
Results driven: Our focus is driven by our desire to achieve and exceed intended
goals
Integrity : We are honest, transparent, ethical and objective in everything we do
Innovation : We always challenge ourselves and seek new ways of doing things
Excellence : We strive to exceed highest standards in everything we do.
Leadership : We take initiative, be proactive, be committed, ownership and
accountability, be visionary, lead by and be team players.

8. Cont:
Masaka Plant:
•19 km from Kigali
•Dairy, juices, mineral water
•80-90 tones of raw milk per day
•2016: 17,129 tones of dairy, 10,548 tones of
mineral water, 4,631tonnes of juices.
•60% share in Dairy market
• Paid about 5b Frw for milk and 320m Frw
for local fruits in 2015.
Savannah (Nyagatare):
150 km from Kigali (near Uganda border)
Dairy, milk collection (milk trunks, Cans(50 L)
55 Mt. of raw milk per day
after chilling sending to Masaka everyday

9. How do we source our Milk?

10. Milk Collection Center
´ Inyange collects its milk from the different
farmers that are into set in co-operative.
´ 1226 in Nyagatare, 684 Gicumbi, 405
Rwamagana, Gatsibo 264 and Kayonza 400
farmers
´ Currently we have a 3 years contract
between the Nyagatare Dairy Farmers Union
(NDFU) and Inyange Industries Ltd
´ In Gicumbi District, MCC's are totally owned
by cooperatives.
´ Basically, all MCC's are managed by
cooperatives a part the ones from
Nyagatare.
´ Rwf 5 billion paid out to farmers last year
´ Doubled collection from MCCs
´ Capacity building in the sector through
MCCs

11. Milk Collection Centers

12. Products and market share
Inyange products
enjoy a dominant
market position in
Rwanda when
compared to other
local players…
Key competitors
are small scale
unsophisticated
raw milk suppliers/
agents
Products Market share and position
Dairy products
n Milk
n Pasteurized and homogenised whole Milk;
UHT milk; Fresh Cream
(UHT (500ml and 1ltr); Pasteurised Tetra Fino
and Jerry Can (250 & 500ml and 1, 2 &5 ltr);
Skimmed (bottle); Ikivuguto 2ltr milk; Low fat
pasteurised (500ml); UHT low fat; raw milk;
fresh cream 500ml; and milk dispensers
n Currently has 80% of the market for
pasteurised milk
n Has 80 % market share of the UHT market
n Yoghurt
n 130ml, 250ml and 400ml yoghurt
(plain, strawberry, apricot, pineapple,
vanilla, and banana)
n Currently holds 60% of the market
n Company aims to diversify into cheese,
butter, ice cream and ghee
Juice
n Pulp to juice
n Passion fruit and pineapple juices
(Bottle; 500ml and Tetrapak)
n Currently holds 70% of the market
n Concentrate to
Juice
n Orange, mango and apple juices
(Bottle; 500ml and Tetrapak)
Water
n Mineral water
n Mineral water from own spring in
Rwanda
(500ml, 1ltr, 18ltr and gallon)
n Estimated market share of 80%

13. Dairy assortment

14. Distribution Model
Inyange currently has distributors across the country. These are divided into 2 areas-
Kigali and Upcountry. With 4 Distributors in Kigali and Upcountry having 8 distributors.
Kigali is considered the main areas of business transaction with 75% of the total revenues
generated.
The current Kigali distributors cover the noted areas below:
§ NYARUGENGE-NYAMIRAMBO-MUHIMA
§ NYABUGOGO-GISOZI-NYARUTARAMA
§ KICUKIRO-KABEZA-GIKONDO-NYAMATA
§ KIMIRONKO-KANOMBE-MASAKA-KABUGA

15. Manufacturers/Producer
Distributors/Dealers/Wholesaler
Consumers - End users
Distribution Channel
DIRECT CHANNEL
WHOLESALE CHANNEL
MULTI CHANNEL
Retailor-Points Of Sale
DIRECT CHANNEL
• Use of Merchandisers
• POS material
• Branding of at all Inyange
Outlets and POS
• Inyange to train distrib.
sales team
• Training on product
handling
• Customer feedback

16. Export Market
´ Since 2014, Inyange has been exporting its
Milk to the UN contingents in Juba, Goma
and Bukavu.
´ Low Fat and Whole Milk is mostly consumed
milk.
´ Since last year Inyange has been processing
and parking Emborg Milk and exported to
the region.
´ Have recently established distributors In
Uganda and Tanzania.

17. Cold Chain Products
´ We currently have 4 Key routes that re
being serviced by Inyange by our
Cold Chain trucks.
´ We are planning to have this number
increased to 7 by the by end of Year.
´ Cold chain products entails : Yoghurts,
Butter, Ghee, Fresh cream, Cultured
Milk…etc.
´ These will be classified into segments
for better management and
planning.
´ Supermarkets
´ Government Institutions
´ HORECAB – Hotels, Restaurants, Cafes
and Bars.
´ The current fleet of delivery vehicles
will be increased gradually as we
increase the number of clients.

18. Inyange Milkzone

19. Inyange Milk is high in quality
´ Inyange sources Grade A milk only from farmers
´ Inyange sources milk that meets the standards set
by Rwanda Bureau of Standards
´ Inyange is the only agro-business in Rwanda that
is ISO certified
Inyange Milkzone is safe & ready to drink
´ Inyange only provides pasteurized milk
´ Safe handling of the milk from collection to the
consumer confirms to ISO 22000 Food Safety
Standards