Uganda sends first batch of roasted coffee to Serbia

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Uganda has shipped the first container of 15,000 kilograms of ready-to-drink roasted coffee to the Republic of Serbia.

Valued at $187,500 (about sh693,750,000), the consignment containing blend 1 (100% robusta) 13000kg, blend 2 (80% Robusta + 20% Arabica) 1000kg and blend 3 (70% Arabica + 30% Robusta) 1000kg, was flagged off last week at the Uganda Coffee Marketing Board in Bugolobi, Kampala.

The move marked a strategic shift from exporting raw beans to delivering high-value finished products, positioning local coffee on premium shelves in European markets.

Andreas Nicolaides, the director at Great Lakes Coffee Uganda, the company responsible for sourcing, roasting and packaging the coffee, revealed that the 15-tonne container had nearly doubled the market value compared to traditional raw exports.

“If you look at the global market price, a container of Ugandan Robusta sells between $5.30 (sh19,610) and $6.50 (sh24,050) per kilogram. But this roasted and ready-to-drink coffee is going at $12.50 (about sh46,250) per kilo,” Nicolaides said.

On the choice of transportation, he said it is an economic advantage of shipping by sea. “Airfreight would cost about $2 (about sh7,400) per kilo, but sending it in a container reduces the cost to 20–25 cents (about sh740–sh925). Some worry about freshness, but once a committed buyer is in place, that risk is mitigated.”

From bean to export-ready

The journey from bean to export-ready coffee, however, is intensive. Nicolaides detailed the process: “It starts on a hillside farm where the coffee cherries are picked. After drying for two weeks, they are taken to a mill to remove the outer skin, which we call the kiboko. Then the beans are sent to Kampala, graded to export standards, tested for quality and roasted according to the buyer’s specifications.”

The roasting alone takes nearly three weeks for 15,000 kilograms. Afterwards, the beans are allowed to settle, ground, and packaged under strict conditions to maintain freshness. The packaging uses specially designed valves that allow the coffee to breathe without letting in external contaminants.

“All the flavours are locked in, and the shelf life on this batch extends until June 2026. What we need next is new technology to extend shelf life even further,” Nicolaides added. “

Reshaping export strategy

Presidential Advisory Committee on Exports and Industrial Development (PACEID) chairperson, Odrek Rwabwogo, emphasised Uganda’s commitment to reshaping its export strategy.

“We go to every market to study what they like to drink and eat. That is the only way businesses can scale,” Rwabwogo said. “We are not just exporters now but designers of experiences, flavours, and convenience for global consumers.”

He announced that a similar shipment is en route to Detroit in the United States. “For the US, it’s espresso in liquid form, packed in 10ml sachets for hotels and restaurants. Every market has its nuances. We go city by city, market by market, and tailor our products accordingly.”

Presidential Advisory Committee on Exports and Industrial Development (PACEID) chairperson, Odrek Rwabwogo, giving his remarks. (Courtesy)

Rwabwogo also highlighted that the coffee in this container was sourced from just three farmers in Masaka. “When you work with a few farmers closely, you control quality better. These farmers were paid above the market rate because they ensured sorting, cleanliness, and consistency before delivering to the roaster.”

As Uganda eyes expansion into other European markets, Rwabwogo reaffirmed the importance of partnerships. “South-to-south collaboration, like that between Uganda and Serbia, shows what developing nations can achieve when they leverage each other’s strengths.”

Landmark

Monica Musenero, the Minister for Science, Technology, and Innovation, who officiated the flag-off, described the event as a landmark moment in Uganda’s industrial history.

“This is more than a container of coffee,” Musenero declared. “It’s a symbol that Uganda is stepping into the global industrial landscape not as a spectator but as an innovator and value creator.”

She noted that while the rest of the world is undergoing a Fourth Industrial Revolution, for Uganda and Africa, this is the first true industrial revolution, one that blends new technologies with traditional strength in agriculture.

“It proves we can break traditional export structures. If you can think it, you can do it as long as your hands and feet obey your mind,” she said.



Speaking on behalf of Trade Minister Wilson Mbasu Mbadi, Trade Ministry Permanent Secretary Lynette Bagonza traced the milestone back to diplomatic groundwork.

“In October 2024, Uganda signed trade agreements with Serbia, including reduced tariffs and establishing direct air links between Entebbe and Belgrade,” she said. “These efforts are starting to bear fruit.”

Uganda’s total exports to the Republic of Serbia in 2023 stood at $10.3m (sh38.1b), with coffee accounting for $9.99m (Sh37b). Other exports included cocoa and oil seeds. Meanwhile, Serbia exported $1.25m (sh4.6b) worth of goods to Uganda, including vehicles, beer, and electronic components.

“The transformation from exporting raw beans (which fetch about $2.50/sh9,250 per kilogram) to processed coffee (which can fetch up to $40/sh148,000 per kilogram) presents immense economic potential. Beyond higher earnings, the shift creates rural employment, reduces poverty, and enhances Uganda’s industrial reputation,” Bagonza said.

In July 2023, President Yoweri Museveni launched the Uganda Connect Trade Hub in Belgrade (Serbia's capital city) to serve as a gateway for Ugandan products into Southern Europe. The hub supports exports of coffee, textiles, leather goods, and food products.