The Uganda Embassy in Beijing and the Consulate General in Guangzhou, in collaboration with the Uganda Coffee Development Authority (UCDA), have launched the Uganda Coffee Awareness Tour, a strategic initiative aimed at promoting Ugandan coffee to the Chinese market and fostering long-term trade and investment partnerships.
The tour, which will be conducted in two segments a media launch and sensitization session, followed by a field tour to Uganda’s coffee-growing regions is scheduled to take place over seven days in Uganda.
It will bring together major coffee roasters, trading companies, e-commerce platforms, industrial park investors, and influential media personalities from China.
Speaking to Nexus Media on May 13, 2025, Uganda’s Ambassador to China, H.E Oliver Wonekha, said the tour is designed not only to showcase the country’s premium coffee but also to attract investment and create direct market linkages that eliminate middlemen and improve profit margins for local farmers.
“Coffee is one of Uganda’s top cash crops, and we need to maximize its potential. This collaboration will help expand our economy by bringing in investors and connecting our farmers to direct export markets,” Amb Wonekha said.
She added that the initiative provides a vital platform for stakeholders from both countries to engage in meaningful dialogue, explore business opportunities, and experience firsthand the quality and diversity of Ugandan coffee.
“What we aim for is sustained engagement between Ugandan exporters and Chinese buyers. Eliminating intermediaries’ means more income for farmers and a stronger foundation for our coffee industry,” Amb Wonekha emphasized.
According to the organizers, the tour targets major stakeholders in China’s fast-growing coffee industry, including roasters, importers, retailers, digital influencers, and logistics partners. The primary goal is to raise awareness of Uganda’s coffee heritage, production capacity, and competitive advantages in global markets.
Uganda is currently recognized as one of the world’s top coffee producers and Africa’s leading exporter of Robusta coffee. The country also produces high-quality Arabica beans, especially from regions like Mount Elgon, Rwenzori, Bugisu, and Sebei, which are known for their unique flavors and altitudes ideal for specialty coffee.
Uganda’s coffee export figures reflect the sector’s growth and global competitiveness. Between September 2023 and August 2024, Uganda exported 6.39 million 60-kg bags of coffee, generating USD 1.35 billion in revenue. This marked a 5.25% increase in volume and an impressive 46.96% increase in value compared to the same period the previous year, when the country exported 6.08 million bags valued at USD 918.41 million.
These achievements align with Uganda’s National Coffee Roadmap, launched by President Yoweri Kaguta Museveni in 2017, which sets an ambitious target of 20 million 60-kg bags by 2030, with projected annual earnings of USD 1.5 billion.
As Uganda continues to implement its National Coffee Roadmap, strategic collaborations like this tour are vital to unlocking new markets, enhancing value addition, and positioning Uganda as a global coffee powerhouse.
