Uganda unveils the country’s first National Coffee Brand in Belgium

Is Kampala ready to conquer the international beverage market?

Uganda has officially launched and promoted the country’s first national coffee brand at a function in Brussels City of Belgium.

The new brand with the tag, “Uganda Coffee: It’s in Our Nature,” was introduced at the World of Coffee Brussels 2026.

According to officials in Kampala, the move is positioning the country to be not only as Africa’s leading coffee exporter but also as a premium coffee origin with a distinct global identity.

The brand highlights Uganda’s natural advantages, including its fertile soils, favorable climate, biodiversity, and rich coffee heritage, while promoting quality, sustainability, and trust.

Throughout the 12 months ending in April 2026, Uganda had shipped over 8.78 million bags of coffee each weighing 60 kilograms.

The consignments are worth more than US$2.38 billion, underscoring the agricultural sector’s growing global significance.

Now, the new brand reflects Uganda’s coffee culture and traditions, where coffee is reported to have long been a symbol of trust, friendship, and community cohesion.

Featuring a visual identity inspired by the Crested Crane, coffee beans, and Uganda’s national colors, the brand aims to strengthen Uganda’s presence in international markets through trade promotion, marketing campaigns, and buyer engagement.

Launched during Uganda’s role as Portrait Country at the World of Coffee Brussels, in Belgium, the initiative seeks to enhance trade relations, attract investment, and elevate Uganda’s reputation as a producer of world-class Robusta and Arabica coffee.

But previously there have also been reports that Uganda traders have been buying coffee from the neighboring Kagera region, across the border in Tanzania to supplement Kampala’s own production.

In 2024, Tanzania did the same through launching its own brand, the ‘Tully’s Black Barista Kilimanjaro Coffee,’ in Japan.

The initiative was launched at one of Japan’s leading ports on entry where every traveler passing through Shinjuku is forced to gaze at, as the popular brew from Northern Tanzania which was reportedly taking Japan by storm.

Tanzanian beverage beans are aggressively being advertised at the Shinjuku Railway Station in Tokyo, thanks to promotional efforts being spearheaded by the Tanzania’s Embassy in Japan.