Rwanda: Bruce Melodie named ambassador of Food Bundles

The two-year advertising deal is reportedly valued at 1 billion Rwandan francs (about $1m). According to Food Bundles, the partnership is in line with its goal of reaching farmers across the country, and the singer will help the platform to distribute its fresh foods across cities in Africa and the Middle East.

The company says the initiative seeks to educate farmers on the use of e-commerce across food markets, promote digital inclusion in rural areas by guaranteeing a sustainable market for smallholder farmers and provide an affordable healthy lifestyle associated with the consumption of fresh fruit and vegetables.

“Food Bundles is sincerely committed and engaged in feeding the cities while addressing food security among households and individuals on the market the company will be serving,” it said.

“Bruce Melodie is undoubtedly an international Rwandan artist and business mogul who for the past 10 years has consistently demonstrated his ability to engage, educate and influence his audience both locally and internationally. He holds massive records, breaking feats in his music career and has numerous awards, thus making him a perfect fit to accelerate Food Bundles’ mission and vision.”

The new deal adds to Bruce Melodie’s list of ambassadorial deals. Earlier this year, the 29-year-old musician signed a three-year deal with the Kigali Arena valued at 150 million Rwandan francs. It includes a three-year residency, which will see him headline concerts and promote the indoor arena as a top African venue for sports, arts and entertainment. Other notable brand endorsements include Polish beverage company Brok beer and Indian multinational telecommunications company Airtel.

Born Itahiwacu Bruce, Bruce Melodie gained commercial success with the release of his debut album Ndumiwe in 2013. In 2017, he became the first Rwandan musician to participate in Coke Studio Africa in Nairobi, Kenya. He has won several awards, including Artist of the Year at the 2021 The Choice Awards.