Uganda is seeking to change the global perception of its coffee from being known mainly for export volumes to becoming a recognised origin for quality and distinctive flavours.
The country has launched the “Uganda Coffee” brand at the World of Coffee Expo in Brussels, Belgium, introducing a unified identity aimed at positioning Ugandan coffee as a premium product on the international market.
The launch, led by Minister of State for Agriculture Desire Muhooza, brought together international coffee buyers, exporters and industry players who were invited to explore Uganda’s 10 unique coffee profiles.
The new brand is anchored on the slogan “It’s in Our Nature,” a message built around Uganda’s natural advantages, including its fertile soils, altitude, water resources, climate and biodiversity that contribute to the country’s coffee quality.
Officials say the branding is part of a wider strategy to strengthen Uganda’s competitiveness in global markets by giving its coffee a stronger identity and helping buyers associate the product with its origin.
“Uganda’s coffee exports continue to grow and attract new buyers. In April 2026 alone, exports reached 591,687 60-kilogramme bags worth US$155.54 million,” Muhooza said.
The launch comes as coffee continues to strengthen its position as one of Uganda’s leading foreign exchange earners. In the 12 months ending April 2026, the country exported 8.78 million 60-kilogramme bags valued at US$2.38 billion.
The figures represent a 22 percent increase in export volume and a 23 percent rise in value compared with the previous 12 months.
Uganda is Africa’s leading coffee exporter by volume and is the birthplace of Robusta coffee, while also producing Arabica varieties from regions such as Mount Elgon and the Rwenzori areas.
Through the new identity, Uganda hopes to compete more strongly in specialty coffee markets where consumers increasingly demand traceability, quality and a connection to the communities behind the product.
The “It’s in Our Nature” campaign seeks to tell the story of Uganda’s coffee beyond the bean itself, highlighting the relationship between the crop, the country’s landscapes and the farmers who produce it.
Uganda’s participation at the World of Coffee Brussels provided an opportunity to directly engage European buyers and global coffee players. Europe remains one of Uganda’s biggest coffee markets, with countries such as Italy and Germany among key destinations.
The World of Coffee platform brings together coffee producers, roasters, traders and industry experts from across the globe, providing countries with an opportunity to promote their coffee brands and build market partnerships.
The government says the national coffee brand will support future marketing campaigns, trade exhibitions and efforts to create greater value from Uganda’s coffee exports.
The initiative marks another step in Uganda’s push to add value to its coffee sector, increase farmer earnings and ensure the country benefits more from the global coffee value chain.
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