Uganda has officially launched its first national coffee brand,”Uganda Coffee: It’s in Our Nature,” at the World of Coffee Brussels, marking a historic shift in how the country’s coffee is presented to the world. Beyond being recognised as one of the world’s leading coffee exporters, Uganda is now positioning itself as a premium coffee origin with a distinctive identity, compelling story, and strong commercial value.
The new brand reflects Uganda’s ambition to strengthen its global reputation by showcasing the quality, authenticity, and rich heritage behind its coffee. It aims to position the country as Africa’s leading coffee exporter not only by volume but also as a trusted source of exceptional coffee for international buyers, roasters, and consumers.
Designed as a long-term trade promotion platform, Uganda Coffee: It’s in Our Nature will support buyer engagement, international exhibitions, digital marketing, product packaging, and future promotional campaigns in key export markets.
As the birthplace of Robusta coffee and an emerging producer of premium Fine Robusta and high-quality Arabica, Uganda continues to record impressive growth in coffee exports. During the 12 months ending April 2026, the country exported 8.78 million 60-kilogram bags worth US$2.38 billion , representing a 22 percent increase in volume and a 23 percent rise in value compared to the previous year. In April 2026 alone, exports reached 591,687 bags valued at US$155.54 million.
Speaking at the launch, Minister of State for Agriculture, Desire Muhooza , said Uganda’s coffee industry is entering a new era driven by improved quality standards, compliance with the European Union Deforestation Regulation (EUDR), and expanded access to European markets.
He noted that, in line with President Yoweri Museveni’s vision of coffee as a strategic national asset, Uganda is committed to transforming its coffee into a globally recognised symbol of trust, sustainability, and economic prosperity.
At the heart of the new brand is the promise, “It’s in Our Nature.” The message celebrates Uganda’s fertile soils, favourable climate, abundant water resources, rich biodiversity, and ideal growing conditions that naturally produce outstanding coffee. At the same time, it reflects the country’s values of warmth, resilience, hospitality, and reliability, presenting coffee as a true expression of Uganda’s national identity.
The brand tells a story that goes beyond agriculture. It highlights coffee as a treasured national asset deeply rooted in Uganda’s landscapes, communities, and traditions. Historically, coffee beans have symbolised trust, reconciliation, and lasting friendship, playing an important role in cultural ceremonies that strengthened relationships between families and communities. This heritage reinforces the idea that coffee is not simply grown in Uganda—it is part of the nation’s history and identity.
The visual identity has been carefully crafted to distinguish Uganda in the competitive global coffee market. It features a bold Uganda Coffee wordmark incorporating coffee beans, alongside the national tagline,”It’s in Our Nature.” The Crested Crane , Uganda’s national bird, serves as the brand emblem, symbolising peace, grace, pride, and the country’s natural beauty.
Inspired by Uganda’s national colours and the rich sensory experience of coffee, the brand combines black, yellow, red, and beige with complementary shades of forest green, teal, caramel, and espresso, creating a visual identity that reflects both the nation and its celebrated coffee heritage.
Uganda’s designation as the Portrait Country at World of Coffee Brussels has provided a valuable opportunity to promote its coffee in Europe, the world’s largest coffee-consuming market. Europe accounted for 52 percent of Uganda’s coffee exports in April 2026, with Italy and Germany remaining among the country’s top export destinations.
The launch was celebrated with a vibrant showcase of Ugandan culture, including a traditional drum procession, cultural music and dance performances, a brand launch video, hospitality experiences, promotional giveaways, and daily coffee cupping sessions. The initiative was supported through MARKUP II, the European Union-funded Market Access Improvement Programme implemented by the International Trade Centre.
Uganda’s Ambassador to Belgium, Mirjam Blaak Sow, described the event as a strategic opportunity to strengthen Uganda’s presence in the European market.
She noted that World of Coffee Brussels offers an ideal platform to share Uganda’s unique coffee story, deepen trade partnerships, attract investment, and position the country as a leading producer of world-class coffee.
With the launch of Uganda Coffee: It’s in Our Nature, Uganda has taken a bold step toward building a globally recognised coffee brand that celebrates quality, sustainability, culture, and the nation’s rich natural heritage.
