Miss Rwanda 2017 Elsa Iradukunda was last week named brand ambassador for Made-in-Rwanda products.

This was during an event to launch the policy that was approved by the Cabinet in December last year.

Her role as brand ambassador is to promote Made-in-Rwanda goods, both in Rwanda and abroad, which those behind the policy will hope will change the mindset of Rwandans and influence them to embrace local products.

And she has hit the road running, saying at the event that there was need for all Rwandans to "feel that the initiative is not just for the Government but for all of us.” 

"I am Rwandan and I want fellow Rwandans to be able to support one another, and own this initiative,” said Iradukunda.

Iradukunda has been promoting Made-in-Rwanda initiative dating back to the time she stood for the beauty pageant early last year.

She added: "When I started this project, I did not love Made-in-Rwanda products as much as I do now because they keep getting better, producers continuously improve the quality of their products. I’m impressed by the persistence and dedication our designers put into their work.”

Three years after the launch of the Made-in-Rwanda initiative, it continues to experience challenges, including the high cost of local products and the negative public mindset toward locally made products, which are generally perceived as inferior to foreign brands.

Speaking to The New Times on Tuesday, Iradukunda pledged to scale up her effort to promote Made-in-Rwanda products.

She called on all Rwandans to work hand in hand in promoting the initiative.

"This is not my role alone, as Elsa, but our role as Rwandans because if we buy something that is locally made, your money will have contributed to the country’s development and so let’s work together and make it everyone’s responsibility,” she said.

During her reign last year Iradukunda travelled to Europe on a month-long tour to promote Made-in-Rwanda products under the banner of Miss Rwanda.

editorial@newtimes.co.rw