When he set out to wedge his coffee onto supermarket shelves in England and America, Andrew Rugasira didn’t start by making phone calls from his home in Kampala, Uganda. He didn’t begin by sending e-mails. The distance seemed too great for that. At one end of his business were farmers who, until he came along, thought their beans were purchased and carried off to make gunpowder. At the other were buyers at the corporate headquarters of chains like Waitrose and Sainsbury’s, Whole Foods and Wal-Mart. If he was going to succeed, he felt he would have to do it physically; it was as if he believed he could stretch himself to span the divide between the two worlds. So he got on a plane to London, without trying any advance contact.
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