Business
Uganda launches first national coffee brand at Brussels Expo
With Uganda represented on Booth 7504 and launching its first national coffee brand there, it positions the East African nation not only as Africa’s leading coffee exporter, but also as a premium coffee origin with a distinct global identity.
Uganda has a booth at the World of Coffee Brussels 2026 in Brussels, Belgium, running from June 25-27, 2026. (Credit: Uganda's foreign affairs ministry)
By: Admin ., Journalist @New Vision
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Uganda has officially unveiled its first national coffee brand, “Uganda Coffee: It’s in Our Nature,” at the World of Coffee Brussels 2026 in Belgium.
The three-day expo in the Belgian capital that got underway Thursday (June 25) has brought together the global coffee community.
With Uganda represented on Booth 7504 and launching its first national coffee brand there, it positions the East African nation not only as Africa’s leading coffee exporter, but also as a premium coffee origin with a distinct global identity.
"The brand highlights Uganda’s natural advantages, including its fertile soils, favourable climate, biodiversity, and rich coffee heritage, while promoting quality, sustainability, and trust," said the foreign affairs ministry.
In the 12 months to April 2026, Uganda exported 8.78 million 60kg bags of coffee worth $2.38 billion (sh8.81 trillion), underscoring the sector’s growing global significance.
"The new brand reflects Uganda’s coffee culture and traditions, where coffee has long symbolised trust, friendship, and community," the ministry added.
The brand features a visual identity inspired by the Crested Crane, coffee beans, and Uganda’s national colours.
The aim is to bolster Uganda’s presence in international markets through trade promotion, marketing campaigns, and buyer engagement.
Launched during Uganda’s role as Portrait Country at World of Coffee Brussels, the initiative seeks to enhance trade relations, attract investment, and elevate Uganda’s reputation as a producer of world-class Robusta and Arabica coffee.
In the 12 months to April 2026, Uganda exported 8.78 million 60kg bags of coffee worth $2.38 billion (sh8.81 trillion), underscoring the sector’s growing global significance.
"The new brand reflects Uganda’s coffee culture and traditions, where coffee has long symbolised trust, friendship, and community," the ministry added.
The brand features a visual identity inspired by the Crested Crane, coffee beans, and Uganda’s national colours.
The aim is to bolster Uganda’s presence in international markets through trade promotion, marketing campaigns, and buyer engagement.
Launched during Uganda’s role as Portrait Country at World of Coffee Brussels, the initiative seeks to enhance trade relations, attract investment, and elevate Uganda’s reputation as a producer of world-class Robusta and Arabica coffee.