Uganda eyes higher coffee earnings through value addition at Melbourne expo

MELBOURNE - Uganda has set its sights on capturing greater value from its coffee industry by shifting away from exporting raw beans to producing branded, processed products for global markets.

This ambition took centre stage at the Melbourne International Coffee Expo (MICE) 2026 in Australia, which concluded on March 28, 2026, where a Ugandan delegation pitched the country as an emerging premium coffee origin and value addition hub, according to communication from the Ministry of Foreign Affairs.

At the high-level event, Uganda positioned itself not merely as a commodity supplier but as a “value creator”, seeking to break into the more lucrative segments of roasting, branding and retail.

Uganda’s High Commissioner to Australia, Dorothy Samali Hyuha, said the country is moving beyond aid dependency and is now actively courting strategic investment across its largely untapped coffee value chain.

Despite being Africa’s second-largest coffee exporter and ranking among the top ten globally, Hyuha noted that Uganda remains largely invisible to high-end consumers.

“Uganda must be seen, heard, and understood differently,” she said, adding that most of the country’s coffee is exported as green beans, leaving the most profitable stages of the value chain to foreign markets.

She said Uganda is determined to reposition itself as a recognised origin where more value is retained through local roasting, branding and the growth of Ugandan-owned coffee businesses.

Hyuha added that the government is seeking partnerships in origin-based roasting, private-label production, agro-processing, premium packaging and direct market distribution, particularly within the Australia–Asia trade corridor.

The Ugandan delegation included officials from the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), private exporters and Members of Parliament.

Gordon Katwirenabo, assistant commissioner for coffee quality assurance at MAAIF, said the government is strengthening quality control systems while supporting farmers to meet stringent international standards.

“We’re very excited about what we can offer the Australian market. We believe this will serve as a springboard for deeper market penetration,” he said.

Katwirenabo emphasised that Uganda is home to the original Robusta coffee, giving it a unique genetic profile and flavour.

“That gives our coffee a distinct taste and genome, making it truly special,” he said, adding that varieties from regions such as the north-western savannah further highlight the country’s diversity.

Driving value for farmers

Hyuha said the push for value addition is also aimed at improving livelihoods for the estimated 1.7 million households that depend on coffee. By retaining more value locally, Uganda hopes to transform coffee from a basic export commodity into a key driver of rural incomes and broader economic growth.

She also highlighted the evolving role of Uganda’s diplomatic missions abroad, noting a shift towards commercial and economic diplomacy.

“Diplomatic missions today are no longer just about visas and routine services. We are focused on penetrating new markets and promoting Uganda’s key exports,” she said.

She added that Uganda’s mission in Australia took an active role at the expo, showcasing local coffee and engaging potential investors directly.

“Uganda has the right weather, fertile soils, and a long history of coffee production. We are looking for investors who can add value by establishing businesses here,” she said.

Emmanuel Omoding Okabe, Member of Parliament for Serere County, who also attended the event, said the expo also offered Uganda an opportunity to learn from other coffee-producing countries on quality management and global competitiveness.

About the expo

The Melbourne International Coffee Expo is the largest dedicated coffee trade show in the Southern Hemisphere, bringing together roasters, equipment manufacturers, producers and café owners.

The 2026 edition, held from March 26 to 28 at the Melbourne Convention and Exhibition Centre, attracted more than 31,000 participants and served as a major platform shaping global coffee trends and trade.