Uganda brews fresh European coffee opportunities in Warsaw
“Uganda has the coffee, the diversity and the quality. Our task is to ensure that European consumers, buyers and investors know the story behind Ugandan coffee and have direct opportunities to do business with our producers and exporters,” said Agama.
Uganda showcased its coffee at the three-day Coffee Europe Expo in Warsaw, Poland, held from September 15 to 17. (Courtesy photo)
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Uganda is seeking to turn European interest in its coffee into new markets, investment and stronger links between farmers and consumers.
The country showcased its coffee at the three-day Coffee Europe Expo in Warsaw, Poland, held from September 15 to 17, bringing together Ugandan producers, exporters, European buyers, roasters, importers and investors.
The Embassy of Uganda in Berlin, represented by Agama Woling Anthony and Jessica Namuddu, partnered with Sera Wild Coffee, Sustainable BEE Commodities, Heritage Farm Kirema and Shaori Company to promote Uganda’s coffee and the opportunities along its value chain.
Agama said the initiative was aimed at taking Uganda beyond the export of beans and positioning the country as a partner in sourcing, processing, roasting, branding and investment.
“Uganda has the coffee, the diversity and the quality. Our task is to ensure that European consumers, buyers and investors know the story behind Ugandan coffee and have direct opportunities to do business with our producers and exporters,” he said.
However, more value can be created through processing, packaging, branding, roasting, logistics and technology before coffee reaches the final consumer.
The Warsaw exhibition provided an opportunity to promote Uganda’s Arabica and Robusta coffees while highlighting the different origins, growing conditions and flavour profiles that distinguish them.
Ugandan coffee was also profiled by German coffee analyst Alexander Branbrandt, whose interest in the country extends beyond the exhibition.
Earlier this year, Branbrandt travelled to Uganda with a delegation of more than 10 German coffee roasters and investors. The group visited coffee-growing areas and participated in seminars and training aimed at improving quality and marketability.
Such direct exposure allows European coffee professionals to understand production at source and appreciate the farmers and processes behind the final cup.
European investment opportunities extend beyond buying green beans to processing, roasting, packaging, equipment, technology and logistics.
For farmers, stronger links with premium markets could create incentives to improve harvesting, post-harvest handling, quality and traceability.
The challenge is to turn the contacts made in Warsaw into contracts, partnerships and investment.
For Uganda, the opportunity is therefore bigger than selling more coffee.
It is about ensuring that more of the value created by the beans - from the farm to the European cup - is retained within the country.
From Warsaw, Uganda’s message is clear: the country has coffee to sell, but also origins to discover, businesses to build and value chains in which European partners can invest.