The Chinese market, which is the biggest in the world has the potential to absorb all Ugandan coffee at a premium price, and inroads have been made to curve out a niche in this market through online marketing. 

Dr Lyamulemye Niyibigira, the managing director, Uganda Coffee Development Authority (UCDA) said the Chinese market, which boasts of 1.4 billion consumers, has the potential to revolutionise Uganda’s coffee sub-sector. 

“We are focusing on this potential to tap into the global supply chain and ensure increased popularity of the Ugandan coffee,” he said, adding that after this year’s Dubai Expo in which Uganda participated in a big way, the popularity of Uganda’s coffee on the global market has continued to grow. 

“We have now taken up the use of hi-tech platforms to reach high premium virgin markets with our coffee. In this way, we have launched an online marketing campaign to promote the consumption of Ugandan coffee, particularly in Asia,” he said on the sidelines of the recent signing of the memorandum of understanding between UCDA and Private Sector Foundation Uganda (PSFU). 

Dr Lyamulemye Niyibigira, the managing director, UCDA) and Stephen Asiimwe, CEO PSFU show off copies of the signed MOU

Lyamulemye said in an effort to popularise coffee consumption among the youth, they have established coffee clubs in 18 of Uganda’s universities. 

“The future of Uganda’s coffee lies in a vibrant domestic consumption base. Coffee testing and consumption culture has to be adopted at all private and public events,” he said, adding that UCDA will soon embark on a countrywide distribution of coffee dispensers in all public places. 

He said in the last two years, coffee production in the country has shot up, as well as forex earnings from the crop, a sign that more farmers have taken to coffee growing. 

"Coffee exports for 12 months (FY2021/22) totalled 6.26 million 60kg bags worth $862.28m, compared to 6.08 million bags worth $559.16m the previous year (FY 2020/21). This represents an increase of 3% and 54% in both quantity and value respectively," said Lyamulemye.

He added that: “Earnings by our farmers have also similarly grown, making this crop one of the most appealing in the country. Local consumption has to grow as well if the market is to become robust and sustainable.”