Tuesday, January 17, 2006

Supa Good Product: A Carnival of Commerce

'Lost in Translation' Brand Names

Witnessing international trade in action is an amusing experience in Africa. Because Rwanda produces few consumer goods on its own, its economy is dependent on imports from all over the world. Grocery shopping, then, becomes a globalized process. Labels are crowded with translations in as many as five languages. Canned corn imported from a Saudi Arabian distributor sits on the shelf next to canned corn that was grown in the United States but distributed through a Jordanian company. Four steps can take you to four continents: tinned ham from India, powdered milk from Kenya, Chinese soy sauce with a French label, and biscuits from Germany.

Names and slogans are often lost in translation, morphing into the pedestrian (if a company wants to be safe), the bizarre (if the company wants to show some personality), or the blatantly incorrect (if the company did not do any research).
Most commonly, product names are remarkable for being so unremarkable. Fresh Product Tissues and Taste Pasta are prime examples of when companies want to express their dedication to building consumer confidence but end up with labels that sound like primary school projects. Tissues do not necessarily need to be fresh. In fact, the trees have been dead for quite some time before the boxes reach the store. Taste is not the most exciting name for a pasta brand. To make matters worse, its catchy slogan is "Just Taste It!" This strikes me as an oddly aggressive command for peaceful food shoppers.

Supa toilet paper mystifies me. I am not sure yet if the name deliberately plays on super, insinuating that the quality of the paper is high, or if it is an honest misspelling.

Some product names use associations erroneously. Spot is a brand of bleach-based bathroom cleaner. Clearly, the company means that their product removes spots; but the name suggests their presence more than their absence.


Ultimately, these examples have ESL problems at their roots. Developing businesses often have a limited English vocabulary. Like many desperate students, they fall back on what they already know: the familiar lingo of English marketing, the universal language of money. But to those who already bridle at the forced saturation of advertising in the West, it comes off as childish imitation.

And for those of us who are delighted by the surreal: it's pure entertainment, courtesy of the free market.

Sunday, January 15, 2006

Of Juice and Hooch

A Survey of Rwandan Beverages

Passion fruits make a bad first impression. They are nasty little wrinkled brown balls that barely contain anything except seeds. Instead of becoming more beautiful and voluptuous as they ripen, like bananas or pineapples, they shrivel. Upon further acquaintance, however, I have learned to overlook its bedraggled appearance and high maintenance personality because it is such a nice breakfast companion.

Jus de maracuja, the local name for passion fruit juice, is sold in most grocery stores in big bottles of concentrate. Because the label did not say 'concentrated,' I did not know it needed to be mixed with water and consequently thought it a bit overpowering the first time I drank it. Blended in proper proportions, though, it is nothing short of charming.

The best way to drink maracuja juice is to spike it with Ugandan Waragi, the local hooch. Waragi makes a bad first impression as well. The very word waragi sounds like it causes blindness. Empty bottles litter the streets on Monday mornings, propped up on windowsills or clutched by men sleeping in the alleys between shops. I always thought it was either too strong or too local hooch-y for my taste. In reality, it is a fragrant, gin-like liquor that is especially agreeable when blended with juice and reasonably cheap at around 10 US dollars per liter.


Banana beer is another unique regional offering. Bananas are sun-warmed, buried in leaves, reheated, and liquefied into a yeasty brew. The presentation of banana beer is a little quirky. Almost no one in Kigali calls it 'banana beer.' I got confused looks when I asked for it at a local grocery. After some searching, I discovered that banana beer is called 'banana wine' in the city. The drink is definitely closer to beer than wine; but who am I to raise a fuss over semantics? There are two categories of banana beer that you can choose from. The first is banana beer in professional plastic bottles with uniform labels. The second is mystery banana beer, which comes in all different shapes of secondhand bottles (mostly Old Jack's Whiskey bottles) with semi-attached homemade labels bearing a pencil sketch of banana leaves. If you go for the latter, make sure the cap is properly sealed before you buy it. Someone grabbed a swig out of my bottle before it reached the shelf.

Depending on shipments from Kenya and Tanzania, an assortment of fruit ales is sometimes available in groceries. Happiness tasted a little too much like dirt, but strawberry wine (which may or may not be wine) is pink, sweet, and exciting if you are nostalgic for the days when wine coolers were fashionable to drink in public.

Mutzig and Primus, the two local brands of Rwandan beer, are present in every restaurant, bar, and corner shop. Both are decent light brews, but most drinkers cultivate an unspoken brand loyalty. Primus is the more pleasant of the two to sip. Mutzig is cheaper, slightly stronger, and is therefore the brand most men can be seen grasping in bars.

The wine situation is dire. In the US, one can find a good bottle of wine from South Africa, South American, or Australia for under ten dollars. In Rwanda, the starting price for a bottle is usually ten dollars. This princely sum buys you offensive table wine rejects from Italy and France. The most pervasive of these is Regina, an Italian vino da tavola with a tartness that burns your tongue. Letting it breathe does not help: with a little air, the bottle goes straight to cooking grade. Slightly nicer wines from France and South Africa can be found for 15 dollars, but they are not fifteen-dollar quality. In restaurants, drinking red wine is a desperate act. The pricey offerings usually taste like either port or vinegar.

European church wines are exported to Rwanda for recreational purchase. Predictably, these wines are chunky and will not dazzle the connoisseur. Cyprus Altar Wine is the most common offering: it has a menacing black label with a gold cross radiating God's light.

Finally, locally grown, roasted, and distributed Maraba coffee is a genuine triumph. In fact, the quality of a Kigali hotel should be judged by whether or not it offers Maraba for breakfast. Most of them serve Nescafe or other pathetic, watery brews; serving Maraba coffee indicates that the hotel has a higher level of class. Cafe de Maraba is available in stores and has the advantage of being sold in an attractively Bohemian fresh-pak.

Wednesday, January 04, 2006

Baboons on the Roof and a Lonely Elephant

Akagera National Park

Rwanda is a tiny country, but it offers great variety in its landscape. Western Rwanda, like the neighboring Congo, is famous for its volcanoes, deep forests, and mountain gorilla populations. Akagera National Park is entirely different.
Located in the east on the Tanzanian border, the park is the only place in the country where a visitor can experience the classic African safari: savannah bush land, giraffes, zebra, crocodiles, and hippos. Going on safari in Akagera, however, is not as much of a vacation as it is in other countries (see BLOG). Seeing the park itself is absolutely worth the trip, but arranging transportation and accommodation was more stressful than it should have been.

To be fair, Internet research is a dangerous thing. Naively, I believed that a random blogger's picture of Akagera Game Lodge was in fact depicting the Akagera Game Lodge, and I expected rustic comfort. After our bouncy, dusty journey to the park, however, I was not greeted by the sight of cozy thatched chalets in the bush. Nor was I welcomed by the sound of cooing doves or laughing hippos. Instead, brick walls and metal staircases loomed in front of me as I jumped out of the car. In place of a watering hole, an artificially blue swimming pool peeked out from the back garden.

The lodge is, in fact, a pleasant enough place. It has tasty food, decent wine, comfortable rooms, and a trilingual staff. But it practically bustles with activity until dark - I am beginning to understand that Rwandan hotels always seem crowded until dinnertime, when everyone who came to sip Coke beside the swimming pool goes home - and it is far too people-centric to be truly relaxing. One does not leave with the impression that man and beast coexist peacefully, which is a shame because the park itself is so scenic and tranquil.

When Animals Ruled the Earth

The best hour I spent at the lodge was from 5:30 to 6:30 am before everyone else was awake. Urged by an earnest travel companion, I rose early, layered on several sweaters, shuffled out to the poolside deck, plunked obediently into a chair, and waited for the orange sun to pull itself above the clouds.

Gradually, I became aware that the neatly shingled hotel roof was covered with large bumps. My ears registered scratching, and the shapes began to move. One shrieked. A troop of twenty baboons had parked themselves on the roof. All of them, like monks, faced the sunrise; and as the sun's light crawled across the roof, some of them began to play. As my companion poetically noted, the entire lodge suddenly became their jungle gym. They swung from balconies, climbed columns, perched on tables, and slid down railings. On the upper patio, a waiter suddenly appeared from the restaurant carrying a large room service tray. Several baboons watched him go by as they ripped flowers out of the planters, chewed off the roots, and then tossed them into the courtyard below. Three more tailed him down the hall.

As the light increased, the baboons were gradually shown the door by the hotel staff, who circled the grounds waving their arms and yelling. By eight, the whole troop had galloped huffily back into the bush.

We weren't the only ones enjoying a stunning buffet that morning. On my way to breakfast I learned that baboons are omnivores. As I approached the restaurant, I saw a man quietly sweeping up the bloody sparrows' wings that were scattered among the debris of potting soil, chewed up plants, and feathers. My delight at the thought of the lodge's assortment of freshly made omelets was somewhat diminished as I picked my way around the mutilated birds.

Mutual Fascination

Our first game drive was a short tour near the lodge, and it was wildly successful. I expected neither volume nor variety of animals, as Akagera has been called an evaporating park. Not only have war and poaching severely deplete the number of animals living in the park, but 65 percent of the land has been confiscated and redistributed to returned refugees. In our first two hours, though, we were pleasantly surprised by both the beauty of the land and its variety of wildlife.

Despite the human turmoil that they have witnessed, the Akagera animals are not shy. After thirty minutes of weaving up and down the red rocky slopes, our vehicle emerged into a thorny clearing dotted with acacia trees. We growled along for a minute and then shuddered to a stop. The guide told us to climb onto the top of the car. Soon we spotted a pair of giraffes, a mother and baby, approaching across the clearing. The thorn bushes were four feet tall, so all we could see were two spindly necks bobbing towards us. Suddenly the huge animals burst into the path right in front of our car. Both of them paused, earnestly studying us. The baby was especially curious about the funny creatures in front of him and stared for a long time. Then his mother rustled back into the brush, ambling off into the distance, and he followed.


Later on, we passed by a herd of sleeping buffalo. I only mention this encounter because our guide suggested that we try to wake them up by driving into them. To his disappointment, all of us (especially the driver) voted down this scheme; but when I spotted a baby bush bunny camouflaged in the tall grass, he excitedly jumped out of the car to try and catch it. All the buffalo jumped up and snorted in alarm at his sudden movement. We begged him to get back in the car, and he grinned triumphantly as we drove off.


The Misunderstood Elephant

One Akagera elephant has made a splash on the international news scene. Last year, he overturned a French embassy vehicle full of picnickers and rummaged around in their baggage through the broken windows. While they stood and watched in terror, he made off with all their baguettes and sweets. Last month, the BBC online reported that he attacked a US embassy car when it got too close to him. The suspicion is that neither of these vehicles had a park guide with them, though; and the elephant seems more famous than he is notorious.

The elephant is called Mutwale, which is equivalent to 'chief' in Kinyarwanda. He is around forty years old, and has lived most of his life in the park. When Akagera reopened in 1960, after Rwanda declared its independence from Belgium, the directors transported an elephant herd from southern Rwanda to Akagera in order to establish a large population in the park. Mutwale was a baby in the herd when they were transported to their new home, and according to our guide he was the biggest and strongest young male for many years.

In the BBC article, a scientist claimed that the elephant was attacking people because he was lonely and grief-stricken. Our guide agreed and explained Mutwale's sad history. After years of fighting to maintain his dominance, Mutwale lost his tusks in a particularly bad row. Immediately he lost his social status and was exiled from the herd. In his subsequent wanderings through the park, he eventually became acquainted with a man who was kind to him and fed him sugarcane. The man lived in a small fishing camp on Lake Ihema, the southernmost lake in the park. The rest of the elephants lived in the northern region of the park, so Mutwale made his home near the man's house. Supposedly he was less lonely in his exile because he had someone to keep him company. During the war, though, the man disappeared and Mutwale was shot by a soldier. He did not die, but now he is very wary of intruders.

Elephants have incredible memories, as the saying goes, and Mutwale is no exception. In my amateur opinion, he is as conflicted about humanity as any other victim of violence. He remembers both kindness and pain, and a new encounter with people can trigger either comfort or fear and anger.

Mutwale still lives at the fishing camp, which is now a haunted looking place. The only time he ever leaves is when the other elephants pass through the area - then he disappears until they are gone. When we saw him on our first drive, he was contentedly eating sugar out of the hand of a guard at the camp; but the buildings in the camp are wrecked from his fits of anger. The tin roofs are mostly torn off and thrown about, walls knocked down, windows broken, boats from the lake littering the yard. It is as though he is searching for his friend.

The Uglies

Two animals vie for the distinction of Weirdest Looking. In Kinyarwanda, the word for hippopotamus is appropriately chunky: imvubu. All you can see of these awkward, shuffling animals as they float in the water is their whiskery noses, tiny ears, and massive round backs, like a bunch of overfilled balloons ready to pop. As if looking odd is not enough, hippos occasionally let out deep, rolling Vincent Price chuckles to communicate with each other.

The marabou stork is as spindly as the hippo is roly-poly. These huge birds lurch around the lakeshores as precariously as old men in nursing homes. True to their rotten corpse-like looks, these birds are among the largest scavengers in the park. The feathers on their heads are fuzzy in a chemotherapy recovery style, and they look like they are wearing blouse that is unbuttoned one hole too many. In the early mornings they can be found in groups along the lakeshores, cleaning up after the previous night's kills.


The Domestics

The most common animal in Akagera is, anticlimactically, the cow. Local landowners in the province commonly measure their wealth in cows, and having a herd numbering over fifty is not unusual for many of the local herders who have had cows in their families for generations. Because the park contains twelve lakes, herdsmen tend to water their cattle inside its boundaries, a practice which has stirred conflict between local advocates and conservationists. Until the debate is resolved, cows will continue to be a part of the wildlife viewing experience at Akagera.

Rwandan cows are more interesting than you might imagine because they have spectacular weapons attached to their heads. The Ankole is a longhorn variety that, unless you live in rural Texas, is quite a head turner. Despite their fierce appearance, the breed is peaceful and obedient, filing one at a time out of the way of traffic.

The Verdict

As far as African safaris go, Akagera provides a unique opportunity: one can spot an animal, turn off the engine, and observe it peacefully without having five other Land Rovers converge on the scene. If you have access to private transportation and can tolerate a mediocre hotel's monopoly, Akagera is a worthwhile trip to an isolated - and possibly endangered - wilderness.