“Premium quality rum will help Mauritius gain greater international success”

William Castro Rodriguez, expert from the International Trade Centre.

William Castro Rodriguez, an expert from the International Trade Centre (ITC), shares insights into ITC’s role in an initiative – funded by the European Union through the ACP Group of States – to strengthen the sugar and rum value chain in Mauritius by fostering collaboration, diversifying markets, and promoting value-added products. With the European Union as the largest importer of rum, accounting for 60% of global imports, Mauritius has significant growth potential. The ITC is providing technical assistance to help producers improve product quality, access new markets, and attract investment. William Castro Rodriguez also highlights the importance of linking the agro-industry with Mauritius’ strong tourism sector, and emphasizes the need for a strategic approach to position the country as a leader in premium rum production.

R.V. 

Can you give us an overview of the purpose of the Sugar/Rum value Chain Conference in Mauritius?

We are, at the International Trade Centre, implementing a project funded by the European Union through the ACP Group of States. The objective is to develop a sustainable value chain in the sugar and rum industry in Mauritius. This initiative is part of a broader program that includes other countries, particularly in the Caribbean. The goal is to foster collaboration, as highlighted in the opening remarks, by diversifying markets, focusing on value addition, and ultimately building a sustainable value chain in Mauritius. This would also open pathways to export markets and attract investment.

“Mauritius exports around 7 to 8 million dollars’ worth of rum annually, and there is significant potential for growth”

How is the rum market performing at the moment?

Currently, the European Union is the largest importer of rum, accounting for about 60% of global imports. Mauritius exports around 7 to 8 million dollars’ worth of rum annually, depending on the year, and there is significant potential for growth. Our aim is to support producers in accessing new markets and increasing international exposure by participating in global trade fairs. This project is designed to collaborate with the private sector to achieve these goals.

How is ITC contributing to the discussions?  

The ITC is providing technical assistance to enhance the competitiveness of the entire value chain. This includes supporting producers in product diversification, improving quality, identifying new markets, and attracting investment. Our role is to facilitate these processes by working closely with the private sector, encouraging them to invest in these initiatives.

From your perspective, what measures should Mauritius take to advance in this sector?

Mauritius already has a strong tourism market, which presents opportunities to link the agro-industry with tourism. The key is to capitalize on niche markets and the high-quality products available here. While other countries may produce rum in larger volumes, Mauritius can differentiate itself by focusing on premium quality and unique selling points. This approach will help the country gain greater international success.

“The European Union is the largest importer of rum, accounting for about 60% of global imports”

 

Can you tell us more about ITC’s role in Europe and globally?  

The International Trade Centre is a joint agency of the United Nations and the World Trade Organization. Based in Geneva, we are a development agency dedicated to helping small and medium enterprises integrate into global value chains.

Have you conducted similar missions in other countries?  

This is our first mission focused on the sugar and rum value chain, but we are also extending this initiative to Caribbean countries. The program covers 20 countries and multiple value chains, all approached with a commitment to inclusivity, participation, and sustainability. We are already implementing similar projects in other regions.

What is the key message of this conference?  

The key message is to foster alliances and work towards creating sustainable value chains in the sugar and rum industry.