Ugandan entrepreneurs urged to target global markets to achieve 10-Fold Growth

AMPALA – Ugandan entrepreneurs have been urged to expand beyond domestic and regional markets if they hope to achieve the country’s ambitious “10-fold growth” over the next 15 to 20 years.

The call came on Monday, September 29, during a training session organized by Enterprise Uganda in Kampala, which brought together business owners, exporters, and sector leaders from across the country.

Charles Ocici, Director General of Enterprise Uganda, said Uganda cannot reach its growth targets by focusing only on local or East African markets.

“As a country, we have come up with a 10-fold growth strategy. This will not work if we are looking only at the domestic market,” Ocici told participants. “We have the ability to sell what we have been selling on a modest scale on a much bigger scale, within Africa and beyond.”

He cited countries such as Singapore and Senegal, which transformed small-scale advantages into global impact, and encouraged Ugandan businesses to identify and leverage their unique strengths.

Prisca Beesigomwe, Acting Executive Director of the HortiFresh Association, a body representing Uganda’s fresh fruits and vegetables sector, said smaller producers can also benefit from export markets by integrating into established value chains.

“Many people think the export market is only for established brands,” Beesigomwe said. “But smaller players can latch themselves into the value chains of the export market. Even a coffee producer in Masaka can participate if they connect to the chain. Size doesn’t matter; your role in the chain does.”

Beesigomwe highlighted regional markets such as Kenya, the Democratic Republic of Congo, and South Sudan as accessible entry points, before moving on to more demanding markets in the Middle East and Europe.

Apollo Ssegawa, Managing Director of CURAD (Consortium for Enhancing University Responsiveness to Agribusiness Development), stressed that successful exporting starts with understanding market demand.

“A Ugandan exporter can maximize current demand by knowing what the market wants. Start with the market: what standards are expected, what products are needed, then work backwards to deliver exactly that,” Ssegawa said.

He warned that many exporters make the mistake of producing what they grow best locally, rather than what international buyers require, resulting in low returns. Compliance with standards such as GlobalGAP and obtaining Uganda National Bureau of Standards (UNBS) certification, he said, is critical.

“For export markets, first develop a product suitable for the local market. Then package it professionally, brand it, get UNBS certification, and only then explore regional and international markets,” Ssegawa said. He added a caution against over-promising to buyers, particularly for seasonal products: “You cannot promise 100 tonnes when your capacity is only 10. Manage production and sign contracts that match your supply.”

The training underscored the importance of professionalizing production, adopting international standards, and carefully planning supply chains to meet demand while expanding into new markets.

Ocici concluded with a call to action: “If we leverage our advantages and sell beyond our borders, we can transform Uganda’s economy, just as smaller countries have done. The opportunity is here; it is up to us to take it.”

The session was part of Enterprise Uganda’s broader program to equip local entrepreneurs with the knowledge, networks, and tools to compete successfully in regional and global markets, supporting the country’s long-term economic growth goals.