Adding value to agricultural products is one of the sectors that has been identified as having the greatest potential for job creation and promoting youth investment in Rwanda. It is in this context that the story of Mutoni GoodLuck, founder of Goodness of God Ltd, shows how agriculture based on knowledge, research and innovation can result in high-value products for both local and international markets.

Goodness of God Ltd processes agricultural products such as onions, cucumbers, garlic and rosemary, and turns them into a hair oil called KURA, which helps fight hair loss, poor growth and scalp care. This project shows how agricultural products can be added value and become beauty products with a large market.

In 2026, the project won first place and a prize of 30 million Rwandan Francs (30,000,000 Frw) in the AYuTe Africa Challenge Rwanda, organized by Heifer International Rwanda. This further highlighted the role of youth in transforming agriculture into a business and innovation sector.

The journey of Goodness of God Ltd began in 2019, when Mutoni GoodLuck was looking for a sustainable solution to the hair problems that many people face, especially women and girls who use chemical-based products. This led her to seek out natural, plant-based solutions.

In search of knowledge, she traveled to Tanzania to learn how to make hair care products. she later discovered that herbal remedies were not widely available in Rwanda, which prompted her to start researching local plants.

The research showed that onions, garlic, ginger and rosemary have the potential to help hair grow and prevent breakage. In 2024, the idea of ​​KURA began to take shape as a viable business.

Mutoni GoodLuck says:

“I started looking for a solution that would help my hair, but now what I found has become a solution for many people, and it has also helped farmers find a new market for their produce.”

This project was not limited to hair care, but also contributed to solving the problem of onion and other crop farmers who faced insufficient market, sometimes causing their produce to spoil or be sold at a low price.

Goodness of God Ltd now works with farmers, helping them to source quality seeds, providing training on increasing yields and bringing them to marketable standards. Farmers are also trained in the use of technology that facilitates early control of crop diseases and pests.

Mutoni further noted:

“Agriculture should not be limited to cultivation and selling. When a crop is transformed into a value-added product, it begins a journey into business and industrial development.”

She emphasizes that agriculture should not be seen as a low-status occupation, but rather a broad platform for investment, innovation and new industries based on agro-based products.

The AYuTe Africa Challenge Rwanda award has been a testament to their journey, proving that hard work, vision and professionalism pay off. Mutoni says that this success belongs to the farmers, her team and all those who have supported them since the beginning.

The funds raised will be used to increase the capacity of the factory, purchase equipment to increase production and improve efficiency, as well as expand the market for farmers working with Goodness of God Ltd in crops including onions, cucumbers, garlic and rosemary.

Further efforts will be put into improving the quality of the products and preparing them for international markets, while market expansion activities have begun to reach countries including Nigeria and Canada.

In the next five years, Goodness of God Ltd aims to become a leading agro-processing company in Africa, using modern technology, working with many farmers, KURA is expected to become one of Rwanda’s leading agricultural-based beauty brands recognized globally.

For youth and women who dream of starting businesses based on agriculture and livestock, Mutoni GoodLuck has this message:

“Let us strive to capitalize on the opportunities we have. Start, embrace innovation, and seize the opportunities as if they were only today.”

Jean Bernard MUKUNDENTE/RYAF Communication and PR 

Email:b.mukundente@ryaf.rw/ ryafcommunication@gmail.com