Overview:

Uganda unveils its first national coffee brand at a Brussels trade fair, aiming to strengthen ties with the EU, its largest coffee market.

Uganda has launched its first national coffee brand, in a bid to strengthen its position in the European Union, its largest export market.

The brand, called “Uganda Coffee: It’s in Our Nature,” was unveiled at World of Coffee Brussels, a major industry trade event taking place from 25 to 27 June at Brussels Expo.

Uganda is this year’s Portrait Country at the event, giving it a high-profile platform in a city that is also home to the EU institutions.

The East African nation is the birthplace of Robusta coffee and has grown into a significant source of Fine Robusta and high-quality Arabica beans.

In the year to April 2026, Uganda exported 8.78 million 60kg bags of coffee worth $2.38 billion (£1.9bn), a rise of 22% in volume and 23% in value compared with the previous year. In April alone, exports totalled 591,687 bags worth $155.54 million.

Europe remains Uganda’s biggest market, accounting for 52% of its coffee exports by continent in April, with Italy and Germany the leading destinations.

Desire Muhooza, Uganda’s Minister of State for Agriculture, said the new brand reflected efforts to strengthen quality standards and meet EU rules on deforestation, which restrict imports of goods linked to forest loss.

“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,” he said.

He added that the government viewed coffee as “a strategic national asset” and was aiming to build “a global brand of trust, sustainability, and economic strength.”

The new branding centres on the tagline “It’s in Our Nature,” which organisers say is intended to reflect both Uganda’s natural environment and a wider story connecting coffee to the country’s culture and identity.

According to organisers, the campaign draws on Ugandan traditions in which coffee beans were historically exchanged as a symbol of trust and reconciliation between families.

The visual identity includes a logo with coffee beans built into the lettering, along with an emblem featuring the Crested Crane, Uganda’s national bird.

The colour scheme of black, yellow, red and beige is intended to echo the national flag, while a secondary palette of green, teal, caramel and espresso tones reflects the coffee-growing landscape.

The launch event included a Ugandan drum procession, traditional music and dance, and daily coffee-tasting sessions for trade visitors. It was supported through MARKUP II, an EU-funded market access programme run by the International Trade Centre.

Mirjam Blaak Sow, Uganda’s Ambassador to Belgium, said the event in Brussels gave the country a chance to present its coffee story directly to European buyers.

“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,” she said. “Through this campaign, we aim to strengthen trade relations, attract investment, and elevate Uganda’s brand as a producer of world-class coffee.”

The branding initiative comes as Uganda’s coffee sector has expanded rapidly over the past year, driven by higher global prices and growing demand for traceable, specialty-grade coffee.