Rwamagana/Ngoma-Banana wine producers in Eastern Province have decried lack of proper packaging in order to attract better markets.Emile Murangabo, a member of a banana wine cooperative in Rwamagana, told The Sunday Times yesterday that there was great need for qualified packaging manufacturers.He said that wine producers in Rwanda needed to create a distinct point of differentiation through their packaging, adding that customers packaging concerns should resonate with the producers’ brand.“The consumer is king. They have made some complaints about our packaging... we have to listen to them,” he said.“We need the government’s help to promote our product, particularly on the packaging issue. Consumers as well as producers rail about packaging failures...the effect cuts across the board,” he said.Christine Murebwayire, another wine producer in Mutenderi sector in Ngoma district, also emphasised the importance of proper packaging.She lamented that poor packaging affected the price of the wine on the international market, noting that the wine had a big market in Europe.“We have one of the best wines in the world...but the fact that we can’t pack it properly makes it inferior on the global market. We look forward to working with banks to get loans to do proper packaging,” she said.Aloys Kayibanda, a resident of Rwamagana district, noted that the bottles used to pack the wine where not user friendly.He challenged the producers to do packaging that connect with the consumer in a meaningful way.“Moving wine bottles can be quite a daunting task. Imagine unpacking your most prized bottle that has been cracked and is leaking on your other possessions. We always hear about packaging that doesn’t work, but what about the packaging that doesn’t exist”? Banana wine producers in the province were recently promised support by the Ministry of Trade and Industry.
