Uganda launches first national coffee brand 

UGANDA – Uganda has officially unveiled its first national coffee brand, “Uganda Coffee: It’s in Our Nature,” at World of Coffee Brussels 2026 in Belgium, marking a major milestone in the country’s efforts to strengthen its position as a leading global coffee origin. 

The new brand is designed to raise Uganda’s profile among international buyers, roasters and consumers by highlighting the country’s reputation for producing high-quality coffee rooted in nature, heritage and sustainability. 

It will serve as a long-term trade promotion platform across buyer engagement, international events, digital campaigns, packaging and future market activation initiatives. 

Uganda is Africa’s largest coffee exporter by volume and the birthplace of Robusta coffee, while also producing premium Fine Robusta and high-quality Arabica varieties. 

During the 12 months to April 2026, the country exported 8.78 million 60kg bags of coffee valued at US$2.38 billion, representing a 22% increase in volume and a 23% rise in value compared with the previous 12 months.  

In April 2026 alone, exports reached 591,687 60kg bags worth US$155.54 million. 

Speaking at the launch, Minister of State for Agriculture Desire Muhooza said the new brand reflects Uganda’s long-term vision for the coffee sector. 

“Uganda’s coffee sector is charting a bold path forward – anchored in stronger quality systems, full compliance with the EU Deforestation Regulation, and expanded entry into Europe’s markets. In line with President Museveni’s vision of coffee as a strategic national asset, Uganda is determined to transform its beans into a global brand of trust, sustainability, and economic strength.” 

The brand centres on the promise, “It’s in Our Nature,” highlighting Uganda’s fertile soils, favourable climate, altitude, water resources and biodiversity. It also reflects the country’s values of hospitality, hard work and reliability, presenting coffee as an expression of Uganda’s national identity. 

Drawing on local traditions, the brand celebrates the historic role of coffee beans as symbols of trust, reconciliation and enduring friendship within Ugandan communities. Its visual identity combines the Uganda Coffee wordmark, coffee beans, the national Crested Crane and the tagline to create a distinctive image in the global coffee market. 

Uganda’s role as Portrait Country at World of Coffee Brussels provides a strategic platform to engage European buyers. Europe accounted for 52% of Uganda’s coffee exports by continent in April 2026, with Italy and Germany remaining key destinations. 

Uganda’s Ambassador to Belgium, Mirjam Blaak Sow, said the event offers an important opportunity to strengthen trade ties. 

“The World of Coffee in Brussels offers a unique platform for Uganda to present its coffee story directly to the European market, the world’s largest coffee-consuming region. Through this campaign, we aim to strengthen trade relations, attract investment, and elevate Uganda’s brand as a producer of world-class coffee.” 

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