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Brussels, Belgium — Uganda is preparing to strengthen its position in the global specialty coffee industry as it gears up for a major showcase at the upcoming World of Coffee Brussels 2026, one of the world’s most influential coffee trade exhibitions. The promotion campaign, spearheaded by the Embassy of the Republic of Uganda in Brussels in partnership with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), will take place during the three-day event scheduled for 25–27 June 2026 at the Brussels Expo in Belgium.
Organized annually by the Specialty Coffee Association, World of Coffee is Europe’s premier specialty coffee gathering, attracting thousands of producers, exporters, importers, roasters, baristas, investors, and industry leaders from around the globe. For Uganda, the event presents an important platform to deepen trade relationships, attract investment, and strengthen the country’s growing reputation as a source of high-quality coffee. Uganda’s Rising Influence in the Global Coffee Market comes at a time when the country’s coffee industry is experiencing unprecedented growth. Over the past several years, Uganda has emerged as Africa’s leading coffee exporter, driven by increased production, improved quality standards, and strategic investments across the value chain.
According to sector data, Uganda exported a record 8.4 million 60-kilogram bags of coffee in the twelve months ending October 2025, generating approximately US$2.4 billion in export earnings. The milestone represents a significant increase in both export volumes and revenue, underscoring the growing international demand for Ugandan coffee. Industry stakeholders view the Brussels exhibition as an opportunity to translate these gains into long-term commercial partnerships while showcasing Uganda’s ambition to move beyond commodity exports toward premium specialty coffee markets.
Showcasing the Diversity of Ugandan Coffee, Visitors to the Uganda pavilion will be introduced to coffees sourced from some of the country’s most renowned growing regions, including the slopes of Mount Elgon, the foothills of the Rwenzori Mountains, the West Nile region, and Uganda’s extensive Robusta-producing belt in the central region.
The exhibition is expected to feature:
Specialty Arabica and Robusta coffee varieties with distinctive flavour profiles;
Live coffee cupping and tasting experiences;
Demonstrations of innovative processing and quality enhancement techniques;
Business-to-business networking sessions with exporters, cooperatives, and producers;
Cultural exhibitions highlighting Uganda’s coffee heritage and production journey.
The showcase is designed not only to promote coffee sales but also to tell the story of the communities, landscapes, and traditions that have shaped Uganda’s coffee industry over generations.
Building on International Success, Uganda’s Brussels campaign follows a series of successful appearances on the international coffee stage. Earlier this year, Ugandan producers and coffee professionals gained recognition during the World of Coffee event in San Diego, where the country’s specialty coffees attracted significant interest from buyers and industry experts. Uganda also recorded notable achievements during the 2026 African Fine Coffees Association Conference and Expo, securing top honours in continental barista competitions and earning the privilege of hosting the 2027 edition of the event. These achievements have reinforced Uganda’s standing as one of Africa’s most dynamic coffee-producing nations and have strengthened confidence in the country’s ability to compete in premium international markets.
Coffee Diplomacy and Economic Transformation in the Brussels campaign describe the initiative as part of a broader economic diplomacy strategy aimed at positioning Uganda as a reliable supplier of premium agricultural products. By engaging directly with European buyers and industry leaders, Uganda hopes to expand market access, promote value addition, and attract investment into processing, logistics, and coffee-related innovation.
The campaign also reflects growing recognition of coffee’s role in supporting rural livelihoods, foreign exchange earnings, and sustainable economic transformation. Millions of Ugandans depend on coffee production either directly or indirectly, making the sector one of the country’s most important economic pillars. As global demand for traceable, sustainably produced, and high-quality coffee continues to rise, Ugandan officials believe the World of Coffee Brussels 2026 provides a timely opportunity to demonstrate the country’s capacity to meet evolving market expectations.
Beyond trade promotion, Uganda’s presence in Brussels represents an effort to strengthen the country’s international brand through one of its most recognizable exports. For policymakers, producers, and exporters alike, the objective extends beyond showcasing coffee beans. It is about presenting Uganda as a competitive agricultural powerhouse, a destination for investment, and a country capable of delivering quality products that meet global standards. As preparations enter their final stages, expectations remain high that the Brussels showcase will further elevate Uganda’s profile within the global coffee industry and open new pathways for growth across the sector.
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