Brussels, Belgium: Uganda unveiled its new national coffee brand, “Uganda Coffee: It’s in Our Nature,” at the prestigious World of Coffee exhibition in Brussels on Thursday, with government officials describing the initiative as a major milestone in expanding export markets and cementing the country’s position as Africa’s leading coffee exporter.
The brand was launched by the State Minister for Agriculture, Hon. Desire Muhooza, during the global coffee showcase, where Uganda is the 2026 Portrait Country, placing the country’s coffee industry at the centre of one of the world’s largest specialty coffee events.
Speaking at the launch, Hon Muhooza described the occasion as a proud moment for Uganda and an opportunity to showcase the country’s rich coffee heritage to the global market.
“Today in Brussels, at the heart of the European Union, I had the honour of launching our new national coffee brand: ‘Uganda Coffee: It’s in Our Nature.’ A proud moment as Uganda is celebrated as this year’s Portrait Country at the World of Coffee,” she said.
The minister said the new brand reflects Uganda’s identity as a nation blessed with fertile soils, dedicated farmers and a strong commitment to sustainable agriculture.
“Uganda is now Africa’s number one coffee exporter, a position earned through the resilience of our farmers and our unwavering commitment to sustainability, traceability and environmental stewardship.”
Hon Muhooza added that the brand represents more than coffee itself. “Our new brand reflects who we are, a nation rooted in rich soils, dedicated farmers and a deep respect for our land. With every bean, we offer coffee that is authentic, responsible and world-class.”
Muhooza also reaffirmed Europe’s importance as Uganda’s biggest coffee market. “Europe remains our strongest coffee partner, accounting for over 60 percent of our exports and has strengthened farmer livelihoods, competitiveness and market access.”
She further commended development partners and coffee stakeholders for promoting sustainable production and ethical trade. “I commended partners who continue to champion sustainability, transparency and innovation in the global coffee sector.”
Looking ahead, the minister said Uganda is ready to deepen global partnerships and increase its footprint in international coffee markets. “As we look to the future, Uganda stands ready to deepen partnerships, expand markets and contribute even more to the global coffee community.”
“Every cup of Uganda Coffee should tell a story of quality, dignity and shared prosperity,” she added.
The Ministry’s Permanent Secretary, Maj. Gen. (Rtd) David Kasura-Kyomukama described the branding initiative as a strategic intervention that will accelerate Uganda’s ambitious coffee export agenda.
“This launch marks a major milestone in positioning Uganda, the leading exporter of coffee in Africa, to penetrate new markets with the 10 highly competitive coffee profiles and potentially influence our achievement of the export target of 20 million 60-kilogram bags,” Kasura-Kyomukama said.
“The steady growth of the coffee value chain in Uganda and the interest that we are attracting as a major player in the international coffee market earned our country the recognition as the 2026 Portrait Country for the Specialty Coffee Association (SCA,” the PS added
Uganda’s coffee sector has experienced remarkable growth over the past decade, with the country overtaking Ethiopia as Africa’s leading coffee exporter. Coffee remains Uganda’s leading foreign exchange earner, supporting millions of households through production, processing, transportation and export.
Government has set a target of increasing annual coffee production to 20 million 60-kilogram bags, while simultaneously promoting value addition, specialty coffee production and brand positioning in premium global markets.
The World of Coffee exhibition attracts thousands of coffee producers, exporters, buyers, roasters, investors, and industry leaders from around the world. Uganda’s recognition as the 2026 Portrait Country offers an unparalleled platform to showcase its premium Arabica and Robusta coffees, strengthen business partnerships, and attract new investment into the country’s coffee value chain.
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