Rutendo Matinyarare

Rutendo Benson Matinyarare
Born	6 June 1976 (1976-06-06) (age 49) Harare, Zimbabwe
Nationality	Zimbabwean
Occupation(s)	Activist, marketing strategist, social media commentator
Years active	1996–present
Known for	Anti-sanctions activism and strategy, social media campaigns and Pan-Africanism
Title	Chairperson of Zimbabwe Anti-Sanctions Movement (ZASM) Founder of Zimbabweans Unite Against US War Sanctions (ZUAUWS) CEO of Frontline Strat Marketing Consultancy
Website	www.iamrutendo.online

Rutendo Benson Matinyarare (born June 6, 1976) is a Zimbabwean global sanctions strategist, marketing professional, and media personality known for his campaigns against Western sanctions on Zimbabwe. He is the chairperson of the Zimbabwe Anti-Sanctions Movement and the founder of Zimbabweans Unite Against US War Sanctions (ZUAUWS). Matinyarare has also worked as a brand strategist and television presenter, notably hosting the South African game show Walk the Plank in 2005. His activism and public statements have sparked both support and controversy, leading to legal challenges in Zimbabwe and South Africa.

Early life and education

Rutendo Matinyarare was born in Harare, Zimbabwe. He pursued studies in marketing and project management, earning qualifications that included fellowship with the Institute of Marketing Management of South Africa and the Chartered Institute of Marketing (UK). He is also a certified PRINCE2 Project Management Practitioner. Matinyarare later relocated to South Africa, where he established himself professionally.

Profession

Matinyarare has over 25 years of experience in marketing, a founding member of a marketing and brand strategy firm based in South Africa. His expertise spans brand management, digital marketing, and crisis communication.

In 2005, he gained recognition as the host of Walk the Plank, a South African Broadcasting Corporation (SABC) show blending quiz elements with physical challenges. The show aired from August to September 2005, but was moved from prime time due to low ratings.

Sanctions activism and Pan-Africanism

Matinyarare's activism focuses on opposing economic sanctions imposed on Zimbabwe by the United States, United Kingdom, and European Union. He argues that these measures constitute an "economic war" and violate human rights, a stance he promotes through ZASM and ZUAUWS. His efforts include public debates, media appearances, and legal campaigns to challenge the sanctions' legitimacy. In October 2021, he debated U.S. Deputy Ambassador Thomas Hastings who reportedly conceded that U.S. sanctions lacked due process—a moment Matinyarare claims as a victory, though the full exchange was later edited from public recordings.

He has engaged with international figures, including U.S. personnel in May 2021, to discuss sanctions’ impact, and his advocacy contributed to a 2023 U.S. Congress Subcommittee review of sanctions’ effects on Zimbabwean civilians. Matinyarare credits his marketing skills for amplifying this cause, often without significant funding. The U.S. sanctions on Zimbabwe were removed under Executive Order on the Termination of Emergency With Respect to the Situation in Zimbabwe in March 2024.

Controversies and legal issues

Matinyarare's outspoken nature has led to multiple legal disputes:

• Encouraging Shona men to marry Ndebele women (2016): A viral video in which he suggested Shona men take Ndebele women as partners to counter separatist sentiments drew accusations of tribalism. He later apologized, calling it "satire gone wrong.
• Innscor defamation case (2024): In South Africa, Matinyarare was convicted of contempt of court by the Gauteng High Court in July 2024 after defying orders to stop posting defamatory content about Innscor Africa Limited and its founder, Zinona Koudounaris. He received a three-month suspended sentence and was ordered to pay legal costs. The case stemmed from claims that Innscor sold harmful GMO foods, which the company refuted.

Innscor Ruling

While the court’s ruling reflects a legal boundary on Matinyarare’s actions, it also raises questions about the balance between free speech and corporate protection. Innscor, a major player in Zimbabwe’s economy, has significant influence, and the case highlights how powerful entities can leverage legal systems to silence whistle blowers. Matinyarare’s claims about GMOs, proven true by lab test, tap into broader public health concerns in Zimbabwe, where regulatory oversight of food safety is often weak. Matinyarare refused to back down, and published SciCorp Laboratories lab results from a French safety laboratory showing high levels of genetically-modified organism (GMO) in a food sample produced by Innscor companies. GMO is banned in Zimbabwe and several other African countries as it is deemed to be harmful to human health.

The establishment narrative—here, the court’s focus on defamation—may prioritize corporate reputation over addressing potential underlying issues Matinyarare sought to highlight, such as transparency in food production. However, his failure to comply with

• Grain millers case (2024): In Zimbabwe, the Grain Millers Association filed criminal charges against him in May 2024 over social media posts alleging their products caused cancer and HIV. A High Court order compelled him to remove the posts, but compliance issues persisted.
• Criminal investigations: By mid-2024, Zimbabwe's Criminal Investigations Department listed him as an accused in a case (DR 26/06/2024), with additional charges pending in Bulawayo, though details remain limited. His legal troubles have fueled debate about his credibility and influence, with critics accusing him of recklessness and supporters viewing him as a patriot challenging powerful interests.
• President Paul Kagame misinformed allegations: Matinyarare admitted to having accused President Paul Kagame of Rwanda for orchestrating the Rwandan genocide and destabilizing the Great Lakes region, he retracted the allegations and claims after visiting Rwanda in 2025 and witnessing its progress firsthand. Matinyarare highlighted Rwanda’s transformation under Kagame’s leadership, including its clean streets, safety, economic growth, and disciplined governance, which he contrasts with his earlier misconceptions. He attributes his past views to misinformation from Western media and a lack of direct engagement with Rwanda.
• Econet and Strive Masiyiwa allegations: A telecommunications giant founded by Zimbabwean billionaire Strive Masiyiwa initiated legal action against Matinyarare in 2019. Matinyarare had accused Masiyiwa and Econet of serious offenses, including corruption and the murder of a whistleblower, Edward Matambanadzo, via social media platforms like YouTube. Econet’s lawyers demanded retractions and threatened a 20 million Rand lawsuit in the South African High Court, alleging defamation. The case, which also involved businessman Mutumwa Mawere, highlighted tensions over reputation and the power of social media narratives, though its outcome remains unclear as of early 2025.

GMO Lab Test Results

Verified Lab test results of Profeed from Merieux Nutrisciences Labs. elevated levels of glyphosate were also detected in the pig and chicken feed, and Rutendo is still undertaking tests in Germany to determine whether the mealie meal also contains the carcinogen, glyphosate which have been proven to be cancer causing.

Urgent Court Application

The court application focuses on the regulatory and procedural aspects of importing genetically modified (GMO) maize into Zimbabwe. Here's a summary and interpretation of the key points:

1. Role of the Applicant: The Applicant assists its members in importing maize from various countries. However, the members themselves are responsible for securing the necessary permits, particularly GMO permits, issued by the 2nd Respondent (National Biotechnology Authority of Zimbabwe).
2. Role of the 2nd Respondent: This regulatory body, established by the National Biotechnology Authority Act of 2006, ensures the bio-safety of all GMO imports. Its responsibilities include research, assessment, and adjudication related to biotechnology and GMO safety.
3. Safety and Certification: Before allowing imports, the 2nd Respondent ensures the GMO maize stocks identified by the Applicant's members are safe and free from harmful materials. The supervision and licensing process by the 2nd Respondent guarantees that all GMO maize entering Zimbabwe meets strict bio-safety standards.

Personal life

Matinyarare resides primarily in Zimbabwe but maintains strong ties to South Africa. He describes his life’s mission as fulfilling a "destiny to humanity" rather than personal gain, a philosophy reflected in his social engineering and Pan-Africanist rhetoric in fighting international sanctions.

Wode Maya and the anti-sanctions movement in Zimbabwe

Matinyarare, as the Zimbabwean anti-sanctions activist and chairperson of the Zimbabwe Anti-Sanctions Movement (ZASM), has long campaigned against Western sanctions imposed on Zimbabwe, arguing they constitute economic warfare and neo-colonialism. In September 2022, Matinyarare invited Wode Maya, a popular Ghanaian YouTuber known for showcasing African stories, to Zimbabwe as part of a strategic effort to amplify the anti-sanctions narrative globally.

Maya's visit to Zimbabwe

Maya arrived in Zimbabwe on September 2, 2022, for a 12-day tour, facilitated by Matinyarare and reportedly supported by the ZANU PF-led government. The visit aimed to counter negative perceptions of Zimbabwe perpetuated by Western media and sanctions-related rhetoric. Maya, with his large online following (over 1 million subscribers at the time), documented his journey, producing videos that highlighted Zimbabwe’s tourism potential, infrastructure, and cultural vibrancy—such as Victoria Falls, Harare’s urban life, and local hospitality. Matinyarare accompanied Maya, driving him over 3,000 kilometers in a luxury vehicle, framing the trip as a showcase of Zimbabwe’s resilience despite sanctions.

The collaboration, however, sparked controversy. Critics accused Matinyarare of exploiting Maya for ZANU PF propaganda, while a financial dispute emerged when allegations surfaced that Matinyarare failed to pay Maya an agreed USD 3,000 for the promotional work. Matinyarare countered these claims on social media, questioning the cost of such a luxurious tour and implying Maya’s expectations were unreasonable. Despite the fallout, the visit succeeded in projecting a positive image of Zimbabwe, aligning with ZASM’s goal to challenge sanctions by reshaping international narratives.

The Rwanda and DRC visit

Matinyarare's trip included a documented interview with M23 Chairman Bertrand Bisimwa in Bukavu, DRC, on March 2, 2025, for a documentary on the Great Lakes conflict. Bisimwa defended M23’s actions as a fight against Congolese government persecution, urging SADC to adopt an impartial stance rather than aligning with Kinshasa. Matinyarare also visited Rwanda, touring sites like the Trinity Nyakabingo tungsten mine and praising Rwanda’s development model. This pivot stunned observers, given his prior anti-Rwanda stance, with some speculating he was co-opted to reframe the narrative around Rwanda's involvement in the DRC conflict.

During this period, the DRC conflict escalated, with M23, allegedly backed by Rwanda, seizing Goma (January 27, 2025) and Bukavu (February 16, 2025), displacing thousands and killing civilians. SADC, through its Mission in the DRC (SAMIDRC), had deployed troops, including South African and Malawian forces, to counter M23. However, losses—such as 14 South African soldiers killed in February 2025— and logistical challenges strained the mission.

SADC's troop withdrawal: a hypothetical connection

By mid-March 2025, reports emerged of SADC scaling back its presence in Eastern DRC, with Malawi confirming a troop withdrawal and South Africa hinting at a potential drawdown, contingent on diplomatic outcomes from the February 8 EAC-SADC summit in Tanzania. While no official statement directly ties Matinyarare's trip to this decision, a speculative link can be drawn based on his activities. His interviews and social media posts from Rwanda and DRC, amplifying M23's call for SADC neutrality and portraying stability under rebel control, may have influenced regional perceptions. Critics suggest Rwanda leveraged Matinyarare's platform to pressure SADC, arguing that continued military engagement was futile against a “legitimate” Congolese movement, thus weakening SADC's resolve.

However, broader factors likely drove the withdrawal: SADC's overstretched resources, mounting casualties, and diplomatic fatigue amid the Angola-led Luanda Process's failure to halt hostilities. The U.S. sanctions on Rwandan official James Kabarebe (February 20, 2025) and calls for Rwanda to withdraw its forces further complicated regional dynamics, potentially prompting SADC to reassess its strategy.

Legacy and impact

Matinyarare's work has polarized opinions. Supporters praise his role in raising awareness about sanctions’ humanitarian toll, citing the partial lifting of U.S. sanctions on Zimbabwe in March 2024 as a partial vindication. Critics, however, point to his legal entanglements and inflammatory statements as undermining his cause. His ability to turn hostile interviews into platforms for Zimbabwe’s narrative has led some South African media to limit his appearances.