Ugandan coffee charms global audience at Australia expo

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Uganda’s coffee industry has taken centre stage at the International Coffee Expo in the Australian city of Melbourne, drawing praise from diplomats, policymakers, and the diaspora as the country’s beans continue to win admirers on the global market.

Held at the Melbourne Exhibition Centre on Thursday (March 26), the expo has attracted a diverse audience of Australian buyers, Ugandan exporters, roasters, and coffee enthusiasts, all keen to sample and explore some of the world’s finest brews.

Uganda’s High Commissioner to Australia, Amb. Dorothy Samali Hyuha, and Serere County MP Emmanuel Omoding-Okabe attended the exhibition. They commended the government's efforts in strengthening Uganda’s coffee value chain.

Speaking to New Vision on the sidelines of the expo, Hyuha said Uganda’s steady rise in global coffee rankings is the result of deliberate policy direction and sustained investment in the sector.

“Government has remained committed to ensuring that Uganda continues to produce some of the best coffee in the world,” she said.

“From supporting farmers with improved seedlings to strengthening quality assurance and promoting value addition, there is a clear focus on making Ugandan coffee more competitive on the global stage.”

Hyuha emphasised that the country’s diplomatic missions are increasingly prioritising economic diplomacy, with coffee exports playing a central role.

“It is important for Ugandans living in Australia and across the diaspora to actively promote our coffee."

“They are our ambassadors in these markets. When they choose Ugandan coffee, recommend it, or even invest in its trade, they expand its reach and visibility in ways that the government alone cannot achieve.

Ugandan Ambassador to Australia Dorothy Samali Hyuha, Serere County MP Emmanuel Omoding-Okabe and MAAIF Assistant Commissioner Gordon Katwirenabo.

The ambassador noted that Australia’s vibrant coffee culture presents a strategic opportunity for Uganda to position its premium beans among discerning consumers who value quality and traceability.

'Collaboration is key'

MP Omoding-Okabe echoed similar sentiments, describing Ugandan coffee as one of the most cherished products on the Australian market.

“Ugandan coffee has a unique aroma and taste that stands out even in a highly competitive market like Australia. It is increasingly becoming a preferred choice for many consumers here," he said.

The legislator urged Ugandan exporters to adopt more aggressive marketing strategies and forge stronger partnerships with international buyers and distributors.

“We need to be more deliberate in branding, packaging, and marketing our coffee. Collaboration between exporters, government agencies, and the private sector will be key in unlocking the full potential of this market.”

Omoding-Okabe also underscored the importance of maintaining quality standards across the value chain, noting that consistency would determine Uganda’s long-term competitiveness.

He later expressed appreciation to the government for creating an enabling environment that supports coffee production and trade, from smallholder farmers to exporters navigating international markets.

Also present at the expo was Gordon Katwirenabo, assistant commissioner for coffee quality assurance and value addition at Uganda's agriculture ministry.

He said the ministry is intensifying efforts to ensure that Ugandan coffee meets stringent international standards.

“Our commitment is to guarantee quality from the farm to the cup. We are working closely with farmers, processors, and exporters to ensure that the coffee reaching markets like Australia meets the highest standards of quality and value.”

Katwirenabo said value addition remains a key priority, with Uganda seeking to increase exports of roasted and processed coffee rather than raw beans.

'Something special'

Ugandan participants at the expo, particularly those based in Australia, also expressed pride in the country’s growing reputation in the global coffee trade.

Led by diaspora representative Sam Abilet, the group praised the consistency and distinct profile of Ugandan coffee, describing it as a standout product on Australian shelves.

“If you walk into a café here and find Ugandan coffee, just know you’ve landed on something special. It’s one of those beans that doesn’t need too much convincing— it sells itself.”

Uganda is Africa’s second-largest coffee exporter, producing both Arabica and Robusta varieties, each known for its distinctive flavour profile. Over the years, the country’s coffee has gained recognition for its rich aroma, balanced acidity, and full-bodied taste.

With increasing investment in quality assurance, value addition, and market expansion, Ugandan coffee continues to strengthen its foothold on the international stage, positioning itself as a formidable competitor in the global coffee industry.