Uganda targets European coffee market at World of Coffee Brussels 2026
MAAIF said Uganda's coffee industry is entering a new phase of growth driven by rising production, improved quality standards and increasing international recognition.
Uganda will intensify efforts to expand its footprint in the lucrative European coffee market when it participates in the World of Coffee 2026 trade exhibition scheduled for June 25–27 at the Brussels Expo in Belgium.
The campaign, spearheaded by the Ugandan Embassy in Brussels in partnership with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), aims to showcase Uganda’s premium coffee offerings and strengthen trade links with buyers, roasters and investors from across the globe.
Organised by the Specialty Coffee Association (SCA), the World of Coffee is Europe’s largest specialty coffee trade event, attracting producers, exporters, traders, baristas and industry leaders from major coffee-producing and consuming countries.
Ugandan officials say the event presents a strategic opportunity to position the country’s coffee as a premium product while leveraging its growing status as Africa’s leading coffee exporter.
The coffee sector has emerged as one of Uganda’s strongest export earners in recent years. In the 12 months ending October 2025, Uganda exported a record 8.4 million 60-kilogramme bags of coffee valued at US$2.4 billion, representing a 47 per cent increase in export volumes and a 77 per cent rise in earnings compared to the previous year.
The strong performance enabled Uganda to surpass Ethiopia and become Africa’s largest coffee exporter.
According to the organisers of Uganda’s participation, the country’s exhibition stand will feature specialty Arabica and Robusta coffees sourced from key coffee-growing regions including Mount Elgon, the Rwenzori Mountains, West Nile and the central Robusta belt.
Visitors to the stand will have an opportunity to sample a variety of premium coffees through live cupping sessions and tastings conducted by award-winning Ugandan baristas.
The showcase will also highlight innovative processing techniques, sustainability initiatives and investment opportunities across Uganda’s coffee value chain.
Ugandan coffee exporters, cooperatives and producers are expected to engage directly with international buyers and traders seeking high-quality and sustainably produced coffee.
The exhibition will also feature cultural experiences aimed at telling the story behind Uganda’s coffee industry, from production on smallholder farms to export markets around the world.
Officials say the Brussels campaign builds on Uganda’s growing visibility at major international coffee events. Earlier this year, the country participated in the World of Coffee Expo in San Diego, United States, where Ugandan producers and baristas showcased the diversity and quality of the country’s coffee.
Uganda also registered significant success at the African Fine Coffees Association (AFCA) Conference and Expo 2026, winning both the overall winner and first runner-up positions in the Africa Barista Competition. The country was also selected to host the AFCA Conference and Expo in 2027.
The Embassy of Uganda in Brussels said the European event offers an important platform for promoting the country’s coffee to one of the world’s largest coffee-consuming markets.
“The World of Coffee in Brussels offers a unique platform for Uganda to present its coffee story directly to the European market – the world’s largest coffee-consuming region. Through this campaign, we aim to strengthen trade relations, attract investment and elevate Uganda’s brand as a producer of world-class coffee,” the embassy said in a statement.
MAAIF said Uganda’s coffee industry is entering a new phase of growth driven by rising production, improved quality standards and increasing international recognition.
“Uganda’s coffee sector has never been stronger. With record exports, improving quality standards and growing global recognition, the World of Coffee Brussels is the perfect stage to demonstrate why Uganda is the future of African coffee,” the ministry said.
The participation forms part of Uganda’s broader strategy to increase value addition, diversify export markets and boost foreign exchange earnings from agriculture, which remains a key pillar of the country’s economy.
The World of Coffee Brussels 2026 will take place at Brussels Expo, bringing together thousands of coffee professionals and industry stakeholders from around the world.
Uganda hopes the event will translate into new export deals, investment partnerships and stronger market access for its coffee sector in Europe and beyond.
