Introducing potato chips to Rwanda

When Heineken expat partner Joop Dekker moved to Rwanda, little did he realise that he would soon be operating the biggest chips company in the country.

A chance encounter

“When we moved here, I continued working remotely for my previous employer, Baxter, the pharmaceutical company, on a part-time basis,” says Joop. “This allowed me time to think about what I might do next and to network. After a few months, I happened to meet a Dutch guy, who had set up this potato chips company. As his specialty is production, he wanted a business partner that could focus on sales and marketing, so that’s where I stepped in.”

Expanding fast

From there, things have moved quickly. After two years, the product, which is called Winnaz (the local vernacular for winners) is the best selling variety of chips in Rwanda and is now being exported to Uganda and, more recently, Congo DR. “We currently have three flavours and two more in the pipeline. In terms of Rwanda, it’s been a fascinating journey. I mean we literally had to introduce the concept of ‘snacks’ to the local market. Now we make an exclusive 20g bag for Rwandair, the national airline, as a complimentary snack for all passengers on board.”

Cultural learning experience

“We currently employ 45–50 people in Rwanda and Uganda overall. Most importantly after a couple of years we are selling enough chips to break even,” continues Joop. “I have already learned so much about the cultural differences between Rwanda and Uganda and now I am learning about Congo DR. I am looking forward to learning more about the diversity of Africa as we start to export to countries such as Kenya and Tanzania.”

Immense pride

“Right now we’re seeking more investment to take us to the next level. I will leave Rwanda in 2018 but I really believe in this company’s potential. I will remain as a shareholder and continue to oversee international expansion,” says Joop, who plans to visit three or four times a year. “It’s great to see the reaction of the Rwandan people. They love that Winnaz is a Rwandan product. You can’t live in Rwanda without being acutely aware of this country’s history. To build a business here, one that locals appreciate, and one that helps the country develop, is very fulfilling.”


Photo: the Winnaz team, with Joop (centre) and business partner Thijs Boer (top left)

Stay up to date

Sign up for our newsletter and always stay up-to-date on the latest articles.

Sign up for the newsletter