Kampala, Uganda: U.S. investor Peter Brooks, the former Senior Vice President of Growth Strategy at Paramount Pictures, has returned to Uganda with a 10-member delegation to finalize a landmark coffee purchase agreement and explore broader commodity partnerships with Ugandan producers.
The visit, coordinated by the Office of the President–Diaspora Affairs, follows an invitation extended on behalf of President Yoweri Kaguta Museveni to strengthen direct economic ties between Uganda and the African diaspora.
Senior Presidential Adviser on Diaspora Affairs Amb. Abbey Walusimbi, who has led diaspora mobilisation efforts, said Brooks’ return signals the success of sustained engagement.
“This visit is a direct result of the President’s vision and the strategic groundwork being done by our office,” Walusimbi told DailyExpress, confirming the American investor’s landing in Uganda. “We are not merely welcoming visitors; we are strategically engaging our brothers and sisters from the diaspora as partners in Uganda’s economic transformation.”
Uganda’s Coffee Captures Diaspora Market
Brooks’ involvement follows an August 2025 visit where he joined African American executives from BET, Warner Bros., NBC and other sectors to explore business opportunities aligned with Uganda’s export priorities.
During that trip, Brooks identified Uganda’s premium coffee as a prime opportunity, noting that supply inconsistencies in South America had hampered celebrity-linked coffee brands.
He sampled Ugandan coffee with high-profile figures such as rappers Jadakiss and 50 Cent, who gave overwhelmingly positive reviews. “Their feedback on the quality of Uganda’s coffee paved the way for supply chain talks,” Brooks said.
The delegation is now set to sign an agreement for an initial consignment of coffee containers from a Ugandan processing facility. They will also assess shea butter, cocoa, chia seeds, and vanilla, commodities in high demand among diaspora-owned brands.
“These brands have capital and markets; Uganda has strong commodities. Together, we fill the gap,” Brooks noted.
The timing of the deal coincides with Uganda’s major surge in coffee exports. According to the Uganda Coffee Development Authority (UCDA), exports rose 59% in September 2025, while May recorded a historic 47,606 tonnes, cementing Uganda’s lead over Ethiopia as Africa’s top coffee exporter.
Coffee now brings in over $2.2 billion annually, contributing significantly to GDP and supporting millions of smallholders.
Global Investors Look to Uganda
The delegation’s return builds on earlier visits led by U.S.-based investor and corporate strategist Kimberly Paige, CEO of KEP Consulting Group and former Coca-Cola and BET executive.
Paige’s mobilisation has drawn influential diaspora figures such as investor Paula Madison, BET’s Ray Goulbourne, and is expected to bring Jibrial Muhammad, popular as 19 Keys, a California-born thought leader, entrepreneur and founder of CROWNZ SOCIETY, as well as Super Mind Coffee brands and partners from rapper Jadakiss’ Kiss Café.
Ugandan officials, including Minister of State for Youth and Children Affairs Balaam Barugahara Ateenyi, have welcomed the initiative, describing the diaspora as a “powerful economic force” with unmatched global networks.
Paige echoed the sentiment, saying: “We are building a connected diaspora economy where Uganda’s resources meet global influence for mutual wins.”
Experts, however, warn that despite projected production of 6.53 million bags in 2025/26, the coffee sector faces climate pressures, volatile global prices, and the need for fair producer returns. They argue that successful partnerships will depend on sustainable farming, equitable pricing, and regulatory alignment to protect smallholder farmers.
A New Phase for Uganda-Diaspora Economic Relations
If finalised, the Brooks-led coffee deal could mark a turning point, shifting Uganda–diaspora relations from symbolic visits to concrete, large-scale trade partnerships.
The Office of the President (Diaspora Affairs) says this engagement is part of a wider mobilisation strategy championed by President Museveni to anchor diaspora contributions in the country’s long-term economic growth.
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