Page 23 - 2020 Virtual International Symposium

A Student Multidisciplinary Applied Research Team (SMART) Project
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Lexi Farina , Jabari Gambrel , Bichara Haladou , Emily Keast 4
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Team Leaders: Jarra Jagne , Robert Swanda 6
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Faculty/Field Advisors: Anu Rangarajan , Nicholas Hitimana , Jan Low , Kirimi Sindi 10
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Background The Company
The CARL Group was founded in 2014 by four young entrepreneurs
Approximately 35% of children in Rwanda do not dedicated to providing nutritious food at affordable prices. Today,
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consume enough Vitamin-A . This deficiency causes night they sell over 200 loaves of their product, VitA Bread, to 25
blindness, compromises immune systems and is associated supermarkets in Kigali per day. VitA Bread is made from 60%
with stunted growth . Eating Vitamin-A rich orange- OFSP which is sourced from local farmers.CARL Group is faced
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fleshed sweet potatoes (OFSP) can reduce these negative with the challenge of developing a strategic business plan to grow
health effects. and expand their business while simultaneously having a positive
impact on nutritional outcomes in Rwanda.
“We ensure customers’ health
by providing nutritious food
with affordable and reasonable
CARL Group Staff
means.”
- Regis Raj, CEO CARL Group
VitA Bread
Kigali, Rwanda
Findings & Analysis
Documenting Value Chain:
Methods

The SMART Team set out to explore how the
CARL Group can expand its business, while
remaining true to its mission.

VitA Bread Nutritional Analysis Nutritional Analysis: One slice of VitA Marketing Strategy: CARL Group’s marketing
Bread contains 5.96% of the daily value strategy is largely digital based using social media
of Vitamin A recommended for adults platforms such as Instagram and Facebook. However,
and 17.89% for children 1-3 years of age. there is no Marketing Director to manage posts for
When compared to regular white bread, consistency and frequency. Additionally, few non-
Media & Marketing Analysis VitA Bread contains additional nutrients digital platforms are used, so most customers are
including Vitamin B6, Niacin, and familiar with the product only through its packaging
Riboflavin. and labeling. Target customers are mothers with
children.

Financial Tracking & Analysis Financial Strategy: CARL Group uses a Growth Strategy: CARL Group hopes to
pull operational strategy, thus maintaining a scale-up their business by expanding their product
constant daily production. Water, electricity, offerings and creating an incubator for youth
raw products, and packaging are their main entrepreneurs focused on OFSP value-added
operational costs. With fixed expenses and products. They are looking at international
sales, the Accountant manages all logistical agencies for funding, which may impact profit
Growth Strategy Analysis transactions and completes the company’s margins and long-term growth.
workbook and monthly statements.
Farmers who supply OFSP to CARL Group
Outcomes Conclusion
Alongside CARL Group, the SMART Team: drafted a concept note for CARL Group is a young and motivated business driven to build off of
company expansion delivered to the Ministry of Agriculture and Animal their early success to continue to make an impact in Rwanda. CARL
Resources | updated package design to differentiate from competitors | created a Group must now decide how they can sustainably grow so that they
nutrition label | identified financial areas of improvement including the creation can reach more consumers and thereby address gaps in nutrition.
of Logistic Manager position | created content to be used on social media.
Acknowledgements Affiliations References
CARL Group ■ Professor Jarra Jange ■ Robert Swanda ■ Nicholas 1 College of Human Ecology 1. Custodio, E., Herrador, Z., Nkunzimana, T.,
Hitimana ■ Jan Low ■ Anu Rangarajan ■ Kirimi Sindi ■ 2 College of Arts and Sciences Bialowolska, D., Perez-Hoyos, A., & Kayitakire, F.
International Programs, College of Veterinary Medicine ■ Engaged 3,4,7 College of Agriculture and Life Sciences (2019). Children’s dietary diversity and related
Cornell ■ Office of Academic Diversity Initiatives ■ IP CALS ■ 5,6 College of Veterinary Medicine factors in Rwanda and Burundi: A multilevel
Department of Global Development ■ Charles H. Dyson School of 8 Ikirezi Natural Products Ltd. analysis using 2010 demographic and health
Applied Economics and the SMART Program. 9,10 International Potato Center surveys. PLOS One, 14(10): e0223237.