Rwanda Farmers Coffee Company Breaking into the U.S.

Rwanda Farmers Coffee Company (RFCC), known as Gorilla’s Coffee, seeks to expand its presence in the United States’ specialty coffee market. In support of this goal, the Capstone team was tasked with developing a strategic market entry plan that reflects RFCC’s social mission and commercial potential. The project focused on identifying market opportunities, assessing consumer behavior, and providing targeted recommendations to position RFCC competitively.

The study involved a two-part methodology: a review of specialty coffee market trends and values-based branding strategies, and qualitative field research in key U.S. markets including New York, California, and the Washington, D.C. metro area. The team also analyzed RFCC’s digital presence and sales strategy, including its current use of Amazon and social media platforms. The team’s recommendations focused on three strategic pillars. First, adopting values-based branding centered around its social mission such as emphasizing the slogan “Only Happy People Make Great Coffee”. Second, enhancing its digital presence through the U.S.-based website, more optimized Amazon listings, and targeted social media campaigns may improve visibility and engagement. Third, exploring product diversification such as offering decaf, flavored blends, sample packs, and instant coffee could allow RFCC to better meet the preferences of a broader U.S. consumer base. By aligning its social impact with thoughtful growth strategies, RFCC can strengthen its competitive position while amplifying its mission in a new market.