Uganda coffee diplomacy shines at world expo in Canada

Uganda’s closing showcase at the World Travel, Trade, and Taste 2025 Expo in Toronto, Canada on Thursday, May 29, 2025, was not only memorable; it was a masterclass in cultural diplomacy, particularly highlighted by the aromatic allure of its coffee.

In a display of cultural diplomacy at its finest, Uganda’s high commissioner to Canada Allan Kajik served freshly brewed Ugandan coffee and premium roasted beans to thousands of captivated attendees.

The rich, floral aroma of Uganda’s “Golden Brew” filled the air, transforming the final day of the expo into a vibrant invitation to experience the Pearl of Africa.

To commemorate the occasion, Kajik presented guests with “Visit Uganda” wristbands, serving as symbolic tokens and a direct call to explore the land where coffee is grown with soul and purpose. (Courtesy Photos)

Symbolic tokens

To commemorate the occasion, Kajik presented guests with “Visit Uganda” wristbands, serving as symbolic tokens and a direct call to explore the land where coffee is grown with soul and purpose.

“Every bean has a story. Ours is written in volcanic soil, picked with ancestral pride, and brewed with the spirit of a rising nation,” Kajik said.

“We don’t just export coffee—we export identity, resilience, and partnership.”
Uganda is Africa’s second-largest coffee exporter and the eighth largest globally, contributing over five million 60kg bags annually to the international market.

However, Kajik emphasized that it is not just about quantity; it’s also about quality. 
He said as global consumption shifts toward origin-conscious products, Uganda is positioned not just to participate but to lead.

Immersive tasting

Kajik’s decision to close the expo with an immersive tasting experience was strategic. By linking taste to territory and aroma to authenticity, Uganda is engaging in a new form of coffee diplomacy—utilising the crop not only as a trade asset but also as a symbol of national transformation and re-entry into the global market.

This approach aligns with Uganda’s broader vision:

- Value addition at the source.

- Diaspora-led export initiatives.

- Trade routes that empower farmers and enhance branding.

Attendees left feeling inspired and curious. “The aroma was unforgettable, but the story behind it—that’s what made it powerful,” remarked a Canadian coffee importer from Vancouver.

“I didn’t know Uganda had such rich blends. I’ll be exploring partnerships immediately,” said a trade delegate from Montreal.

The high commission is redefining the power of cultural and economic diplomacy. With a focus on trade facilitation, diaspora engagement, and sustainable partnerships, the mission continues to elevate Uganda’s strengths across Canadian and North American corridors.

Cornerstone of economy

Uganda is one of the few countries worldwide that naturally grows both Arabica and Robusta coffee, the latter of which originates in Uganda’s highland forests.

In 2023, Uganda exported coffee valued at $940 million, primarily to markets in Europe, north America and the Middle East, according to official statistics, contributing more than 20% to the country foreign exchange earnings and supporting approximately 1.8 million households.