As reported by the Rwandan outlet The New Times, for some, a vacation offers a break from routine. However, for Melku Gebrekristos, an Eritrean-Canadian entrepreneur with nearly two decades of business experience, her trip to Rwanda became a journey of transformation—not just for herself but also for Kigali’s agricultural sector.
Born and raised in Eritrea, Gebrekristos immigrated to Canada in 2002, where she established the Laza brand, specializing in hibiscus drinks and ice lollies. The business thrived by embracing natural ingredients and cultural authenticity, but a visit to Rwanda at the end of 2022 expanded her horizons and ambitions.
“I was struck by the sight of fresh fruits being discarded at the Nyabugogo market,” she recalled. “It was difficult to see so much produce go to waste after all the effort farmers put into growing it. In Canada, fruit is mostly imported and far from fresh. I immediately thought, why not create something here that supports farmers, reduces waste, and contributes to the local economy?”
Building Laza Lollies in Rwanda
This question became the seed for a bold new venture. After researching Rwanda’s market, Gebrekristos discovered that the ice lolly industry relied heavily on imports, despite the country’s abundant fresh produce. Inspired, she decided to bring Laza to Kigali, not as an extension of her Canadian success but as a locally rooted business that could empower farmers and enrich the community.
Her Laza Lollies are made from locally sourced fruits like mangoes, pineapples, bananas, and strawberries. They are dairy-free, free from artificial flavors, and branded as “Proudly Made in Rwanda.” To add a cultural touch, the packaging features Imigongo-inspired designs, a traditional Rwandan art form.
As reported by the Rwandan outlet The New Times, Gebrekristos explained, “What makes our lollies special is not just their taste. They represent a partnership with Rwandan farmers and the celebration of local resources. Every flavor carries the story of the land and the people who cultivate it.”
Turning Challenges into Success
Establishing her business was not without challenges. Gebrekristos had to navigate Rwanda’s business environment, adapting to local regulations and market dynamics. “Starting a business in a place you’re unfamiliar with isn’t easy,” she admitted. “But when you adapt to local procedures and embrace the culture, things start to fall into place,” she told The New Times Rwanda.
Fortunately, Rwanda’s conducive political climate and market-oriented economic policies have been instrumental in supporting entrepreneurs like Gebrekristos. The Rwandan government has prioritized entrepreneurship and innovation as pillars of economic growth. Institutions like the Rwanda Development Board (RDB) streamline the process of business registration and provide support to new ventures, making it easier for entrepreneurs to transition their ideas into viable enterprises.
Gebrekristos credits these policies with helping her navigate the learning curve. “The encouragement for local businesses and the ease of engaging with institutions like the RDB gave me the confidence to move forward,” she said. “It’s a system that supports initiative and rewards persistence.”
A Vision for Empowerment and Self-Reliance
For Gebrekristos, her journey is about more than expanding her business—it’s about fostering pride in Rwandan-made products and demonstrating the power of local resources. “Instead of throwing away excess fruit, we’re creating something that preserves it, supports the farmers, and contributes to the local economy,” she said.
Her long-term goal is to expand Laza Lollies across Rwanda, giving more people access to her natural and nutritious treats while continuing to uplift local farmers. She also hopes her success will inspire others to pursue sustainable ventures in Africa.
The Role of Policy in Driving Entrepreneurship
The success of ventures like Laza Lollies underscores the importance of a supportive policy framework in fostering entrepreneurial growth. By creating a stable political environment, streamlining regulatory processes, and promoting market-oriented policies, governments can encourage entrepreneurs to invest and innovate.
Rwanda has made entrepreneurship a cornerstone of its economic strategy, creating conditions where businesses can thrive. Gebrekristos’s story demonstrates how this environment attracts both local and international entrepreneurs who bring ideas, skills, and investment to the table. Such initiatives are critical for African nations seeking to harness their human and natural resources for long-term growth.
Lessons for Aspiring Entrepreneurs
Gebrekristos’s journey offers a vital lesson: challenges can become opportunities with the right mindset. By identifying gaps in the market, building partnerships with local communities, and embracing sustainability, entrepreneurs can create impactful businesses.
“To succeed, you need to adapt to your environment and work with what’s available,” she advises. “Opportunities are everywhere if you’re willing to look for them and align them with the needs of the community.”
A Call for Eritrean Transformation
The inspiring story of Melku Gebrekristos offers a blueprint for other African nations, including Eritrea. Her ability to integrate innovation with cultural and economic empowerment highlights the transformative potential of entrepreneurship.
Melku Gebrekristos exemplifies the entrepreneurial spirit that Eritrea needs to achieve transformation and prosperity. By harnessing local resources, empowering farmers, and tackling challenges with innovative solutions, she sets a benchmark for Eritreans both at home and abroad.
This mindset of creativity and resilience can unlock Eritrea’s vast potential in agriculture, manufacturing, and beyond. By fostering self-reliance and sustainable development, we can ensure our nation thrives for generations to come.
The Road Ahead
Gebrekristos’s success in Kigali demonstrates that small steps, when rooted in purpose, can lead to significant change. Her story is not just about building a business; it’s about building a legacy that uplifts communities, transforms industries, and inspires future leaders to see Africa’s potential through fresh eyes.
For aspiring entrepreneurs in Eritrea and across Africa, the message is clear: the path to transformation lies in bold thinking, resourcefulness, and a supportive political and economic environment.