Judges From Dubai Decide … Beetroot for the Win!

Brigitte Ishimwe and Justine Mukandayisenga have emerged as the champions of the 2024 cohort of GHE Youth Spaces! Their Beet-Nourish Creation business most impressed our judges from Omnicom Media Group (MENA) — in the photo they are posing with the company CEO, Elda Choucair. 

You might notice that Elda’s attire is a bit unusual for such an occasion. This is because she was coming straight from Uganda, from a 4-day trek that led two dozens of her staff from Lake Bunyonyi to Mt Muhavura. The trip took a dramatic turn on Thursday when one of the hikers slipped and dislocated his shoulder; thankfully the X-ray showed nothing got broken.

Yesterday the two OMG buses returned to Rwanda, where Youth Spaces finalists nervously awaited in Musanze. With the Dubai-based team sponsoring this year’s program, it was fitting that they got the honour of selecting the top contenders.

The panel made of Elda, company chairman Elie Khouri, Antonio Chedrawy (CFO), the Wissam Najjar (COO) and Firas Ghazal (CCO) carefully listened to the three teams we chose in June.

Other OMG people took keen interest in the prototypes. You can spot recycled pavement blocks in the photo, but it was the edible prototypes — especially the potato cookies with jam — that garnered the most attention.

While the judges deliberated, the finalists also received valuable informal advice and coaching. The OMG staff shared their expertise on marketing, social media, finance and how to enhance executive presence

Then came the moment of truth! Beet-Nourish Creation was awarded USD 1,000, while the runner-ups (Eco-Fortify and Rwivanga Eco Paver) will each receive USD 250.

Has the OMG example shown you how with a little attention and expert support, the young people of our region can come up with smart projects that can earn them a living and help their communities? We would love to offer this opportunity to many more Rwandan youngsters and expand it to Uganda in 2025. If you feel inspired, get in touch about your own mix of touring or volunteering, or simply make a donation: Yes, I want to help young leaders and entrepreneurs fulfill their potential!

photos by Maani & Miha Logar