(3 Minutes Read)
Rotimi Olawale, a 36-year-old Nigerian agribusinessman and founder of JR Farms, is making waves in Africa’s coffee industry. With 16 coffee shops across Abuja, Lagos, and Lusaka in Zambia — all exclusively serving premium Rwandan coffee — Olawale is redefining coffee culture in West Africa.
His journey began in 2018 during a business exploration trip to Rwanda, a country he calls “a model for Africa.” It was there that he identified a promising opportunity: exporting Rwanda’s high-quality coffee to Nigeria. That same year, he shipped his first batch and introduced it to Nigerian hotels and restaurants through tasting sessions. “The response was incredible,” Olawale recalls. “At Sheraton, the chef asked us, ‘Where have you guys been? This is exactly what our customers want.’”
Encouraged by the reception, JR Farms formed a partnership with the Rwanda Farmers Coffee Company. Unlike many exporters, Olawale chose to deal in roasted beans rather than raw coffee — a deliberate strategy to help retain jobs and economic value in Rwanda. Though more expensive than other brands, Rwandan coffee has become JR Farms’ signature offering. “This is our trademark, and what we’re most proud of,” he says.
Today, JR Farms serves over 7,500 customers daily across its Nigerian outlets. The business also supplies major hotel chains and restaurant groups in Nigeria, and exports coffee to Ghana and the Ivory Coast via road from Lagos.
With a firm foothold in Africa, Olawale is now turning his sights to Europe. His first European coffee shop — also serving Rwandan coffee — is set to open in France by August 25. The company has already held tasting events there and showcased their brand at global platforms like the Ambition Africa event (November 2024), Salon International de l’Agriculture (February 2025), and the Nigeria Business Forum in Paris (April 2025). JR Farms currently supplies hotels, restaurants, and cafés in Paris and southern France.
Despite perceptions that Nigerians are more inclined toward tea due to British colonial influence, Olawale challenges the narrative. “We’ve always had a coffee culture,” he asserts. “I grew up drinking Nescafe — it’s been part of my life since childhood.”
JR Farms now exports about 1.6 tonnes of Rwandan coffee monthly. Rwanda’s streamlined logistics and business-friendly environment make it a reliable export partner. “The system is efficient. You track your goods online, and everything from customs to warehousing is transparent,” Olawale says.
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https://trendsnafrica.com/africa-strategize-to-become-a-leading-coffee-exporter/
As Rwanda aims to boost its coffee exports to USD 85 million in 2024/2025 and USD 115.5 million by 2029, entrepreneurs like Olawale are playing a key role. The country’s agricultural roadmap — the Strategic Plan for Agriculture Transformation (PSTA 5) — includes expanding coffee cultivation from 42,229 to 44,729 hectares and doubling exports from 16,400 to 32,000 tonnes by 2028/2029.
Olawale’s journey is proof that with vision and cross-border collaboration, African agribusinesses can thrive — and take their products global.
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