VIBE Campaign Launches to Boost Food Quality and Job Creation in Rwanda

The Government of Rwanda has officially launched a nationwide awareness campaign under the VIBE (Value Added Initiative to Boost Employment) program, aimed at strengthening food quality standards and expanding job opportunities across the country.

Implemented in partnership with the Mastercard Foundation, TradeMark Africa, and the International Trade Centre, the initiative reflects Rwanda’s continued commitment to building a competitive, standards-driven economy.

Driving Quality and Inclusive Employment

Launched in 2024, the VIBE program is implemented by the Rwanda Standards Board (RSB), Rwanda Inspectorate Competition and Consumer Protection Authority (RICA), and the National Agricultural Export Development Board (NAEB).

The program focuses on improving food safety and quality across value chains while creating employment opportunities, particularly for youth, women, and persons with disabilities. It also supports small and medium enterprises and export-oriented farmers to meet required standards and access competitive markets.

From Policy to Practice

As part of the campaign rollout, activities began at Urwibutso Enterprises, where we visited a modern slaughterhouse operated by Sina Rwanda Ltd in Rulindo District.

The visit highlighted how investments in quality infrastructure are transforming food production. The facility demonstrates high hygiene standards in meat processing, ensuring safe and high-quality products for consumers while also creating employment for the surrounding community.

Business innovator Dr. Gérard Sina, founder of Urwibutso Enterprises who identifies as an “Umuhangamirimo” (a creator of solutions and opportunities) shared a strong message on practical development:

“The world needs people who think and invest, not those who only talk. Young people must focus on practical work that creates real impact and drives development.”

Creating Jobs Through Skills and Systems

One of the program’s key achievements is job creation through skills development, particularly among young people trained in food safety and quality management.

Beneficiaries like veterinary technician Aimée Elise Umuhoza illustrate this impact. After receiving specialized training, she secured employment at the Sina Rwanda slaughterhouse, where she now contributes to ensuring meat quality and safety.

“After receiving training in monitoring animal health and inspecting meat quality, I now help test meat in the slaughterhouse, and we monitor everything that could affect its quality. I secured a job and continue to increase my knowledge.”

Her experience reflects how the program is not only creating jobs but also building practical expertise among youth.

Improving Standards, Expanding Markets

The VIBE program is also supporting businesses to meet quality standards and certification requirements, enabling them to access both domestic and international markets.

According to Jane Nyamvumba from the Rwanda Standards Board, the progress is already visible:

“We are pleased with the progress being made in improving food quality standards. There are many opportunities in investing in agriculture and value addition, and quality services are continuing to support businesses in improving what they do and accessing markets.”

Strengthening Food Safety Systems

A key innovation under the program is the introduction of private meat inspectors, which has improved service delivery and expanded access to food safety services across the country.

Gaspard Simbarikure from the Rwanda Inspectorate Competition and Consumer Protection Authority emphasized:

“We continue to strengthen the capacity of private meat inspectors so they can help deliver these services wherever they are needed across the country. The government is working together with the private sector, especially young people to provide the quality services required.”

Looking Ahead

Set to run for five years, the VIBE program is expected to significantly transform Rwanda’s food systems and labor market by promoting high standards, supporting businesses, and creating sustainable employment.

As the campaign continues nationwide, it represents a strong step toward ensuring that food produced in Rwanda meets global standards while improving livelihoods for its people.