By Maria Mariam Namala
Uganda has officially introduced its first national coffee brand in a move aimed at strengthening its reputation as a producer of premium-quality coffee and increasing its visibility in international markets.
The new brand, “Uganda Coffee: It’s in Our Nature,” was unveiled at the World of Coffee Brussels exhibition, held from June 25 to 27, where Uganda was featured as the event’s Portrait Country. The recognition offered the East African nation a prominent platform to showcase its coffee industry to global buyers, particularly from the European Union, one of its largest export destinations.
As the original home of Robusta coffee, Uganda has built a strong reputation for producing both Fine Robusta and high-quality Arabica varieties. According to official figures, the country exported 8.78 million 60-kilogram bags of coffee worth $2.38 billion in the 12 months ending April 2026. That represented a 22 percent increase in export volume and a 23 percent rise in value compared to the previous year. In April alone, exports reached 591,687 bags, generating $155.54 million.
Speaking during the launch, Minister of State for Agriculture Desire Muhooza said the government is investing in stronger quality assurance systems while ensuring compliance with the European Union Deforestation Regulation (EUDR), which requires imported products to be free from links to deforestation. He described coffee as a key pillar of Uganda’s economic development strategy under President Yoweri Museveni.
The branding campaign highlights the slogan “It’s in Our Nature,” reflecting Uganda’s fertile soils, favourable climate and rich biodiversity while celebrating the country’s long-standing coffee-growing heritage. The campaign also draws on cultural traditions in which coffee beans were historically exchanged as symbols of trust, friendship and reconciliation.
The brand’s visual identity incorporates coffee beans into its lettering and features the Crested Crane, Uganda’s national bird. Its colour palette blends the black, yellow and red of the national flag with natural shades inspired by coffee farms and landscapes.
Europe continues to be Uganda’s biggest coffee market, accounting for 52 percent of exports in April, with Italy and Germany among the leading buyers.
The Brussels launch included cultural performances, traditional drumming, music and dance, alongside coffee tasting sessions that allowed international visitors to sample Uganda’s specialty coffees. The initiative received support through MARKUP II, a European Union-funded programme implemented by the International Trade Centre (ITC) to improve market access.
Uganda’s Ambassador to Belgium, Mirjam Blaak Sow, said the event provided an important opportunity to promote Uganda’s coffee directly to European consumers and industry stakeholders, noting that Europe remains the world’s largest coffee-consuming region.
The launch comes as Uganda’s coffee industry continues to record strong growth, driven by favourable global prices, expanding production and increasing demand for high-quality, traceable coffee in international markets.