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A Good African Story: How a Small Company Built a Global Coffee Brand, by Andrew Rugasira
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The inspirational story of how an African-owned coffee company became a profitable global brand offers an argument for trade as opposed to aid, and a lesson in how Africa can dictate the terms of its future Since it was founded in 2003, Good African Coffee has helped thousands of farmers earn a decent living, send their children to school, and escape a spiral of debt and dependence. Africa has received more than $1 trillion in aid over the last 50 years and yet despite these huge inflows, the continent remains mired in poverty, disease, and systemic corruption. Here, Andrew Rugasira argues that trade has achieved what years of aid failed to deliver, and has provided a tantalizing glimpse of what Africa could be. As he recounts the very personal story of his company and the challenges that he has faced and overcome as an African entrepreneur—from the impossibility of finding capital to discrimination at every step to close calls with lions in the foothills of the Rwenzori mountains—Rugasira discusses the barriers that currently prevent fair and equal trade between Africa and the rest of the world. He sets out the arguments for building a sustainable trade framework and reducing dependency on handouts, and he builds up a manifesto for a revolution in the way that Africa is perceived.
- Sales Rank: #2174067 in Books
- Brand: Rugasira, Andrew
- Published on: 2014-04-01
- Released on: 2014-02-25
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .90" w x 5.00" l, .44 pounds
- Binding: Paperback
- 192 pages
Review
"It must feel good to wake up each morning knowing that you have radically changed someone's life for the better. Andrew Rugasira is such a guy . . . he has helped thousands of farmers to give themselves a steady income." —Observer
"Rugasira and the generation of African businessmen he represents may yet provide the continent with the leadership it needs." —Irish Times
About the Author
Andrew Rugasira grew up in Uganda, went to the University of London for his undergraduate degree in law and economics, and completed a masters degree in African Studies at the University of Oxford. In 2003, he founded Good African Coffee, the first African-owned coffee brand to be stocked by U.S. retailers. He regularly speaks at leadership and business conferences, and is passionate about initiatives that lead to community transformation. In 2007, he was nominated as a Young Global Leader by the World Economic Forum. He has won several awards, including the Legatum Pioneers of Prosperity award, and in 2010 was nominated for a Financial Times/ArcelorMittal Boldness in Business award.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Outstanding advice from an African entrepreneur
By John Gibbs
Most foreign aid programs are poorly structured, fungible, insincere and conditional; providing aid through government agencies in poor countries makes accountability worse; and aid leads to chronic dependency, according to Andrew Rugasira in this book. What African really needs is trade, not aid, and to prove his point, the author set up a successful African coffee exporting company.
The book tells the surprisingly engrossing story of the challenges and obstacles faced by an African entrepreneur in starting and growing a business. Interestingly, the biggest challenges were not in dealing with a corrupt business environment or bureaucratic inefficiencies. Instead, they were the same types of challenges faced by entrepreneurs in developed countries, only magnified: gaining access to capital, establishing credibility with suppliers and customers, networking, gaining entry to markets, and keeping the creditors at bay.
An interesting aspect of the story is the way in which the prosperity of the enterprise it tied to the prosperity of the farmers who supply the coffee beans. In order to produce high quality coffee, careful attention needs to be paid to the growing conditions. The coffee farmers have to be convinced that their extra efforts will be justly rewarded, and they have to acquire money management skills in order to run their farms well. Thus the author's business has to invest in farmer education and setting up Savings and Credit Co-operatives, making it a natural kind of social enterprise.
Another interesting aspect of the story is the author's personal faith journey. Although we are not told much about his Christian beliefs, it is apparent that they have had a significant influence on his business decisions, which he makes not just as a self-seeking entrepreneur but as a leader who understands how the well-being of many people depends on his persistence and careful stewardship of his company's resources.
Most "solutions" to African poverty are conceived and imposed by Westerners without adequately consulting the intended beneficiaries, and accordingly they do not work. Other "solutions" are conceived by self-interested African elites, and they serve only to enrich the already rich at the expense of the poor. This book shows that there are genuine African solutions to African problems, and we should be doing everything we can to encourage the growing band of entrepreneurs who are making such a difference.
0 of 0 people found the following review helpful.
One of a kind
By JMCooper
A Good African Story is an outstanding and inspirational memoir of the little known and poorly understood journey of a visionary entrepreneur in Africa. Buttressed by -and often scathing on the mistakes inherent in- contemporary economic thinking, the book is insightful and thought-provoking. Economic development in Africa needs many, many more Good African Stories. This is a must-read for the continent's development planners and practitioners and for African entrepreneurs, an encouraging beacon.
0 of 0 people found the following review helpful.
Excellent!
By A Customer
Entrepreneur creates jobs and improves the quality of life in Uganda. How an entrepreneur built a successful global coffee brand in South Africa, United Kingdom, and the United States.
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