Some of the best coffee beans in the world are grown in Africa, and while the number of coffee consumers there is growing, most Africans still don’t drink it. That’s something Rwanda’s government would like to change.

The country’s coffee industry, which nearly collapsed after the genocide in 1994, has gradually become one of its largest and most profitable agricultural exports. Rwanda exports 99 percent of its coffee.

Now, the government wants to increase the domestic market – mostly by tapping into the expendable cash of Rwanda’s growing middle class.