Belgium: Uganda Targets European Market With Major Coffee Promotion at World of Coffee in Brussels

Coffee beans in bags The Ugandan Embassy in Brussels, in partnership with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), has announced a major coffee promotion campaign at the World of Coffee 2026, scheduled for 25–27 June 2026 at Brussels Expo in Belgium. Organised by the Specialty Coffee Association (SCA), the World of Coffee is Europe’s largest specialty coffee trade event, drawing roasters, producers, traders, baristas, and coffee enthusiasts from around the world. This year’s edition in the heart of the European capital presents a strategic opportunity for Uganda to engage directly with key decision-makers in one of the world’s most influential coffee markets. Uganda’s participation in World of Coffee Brussels is part of a broader diplomatic and trade strategy to position Ugandan coffee as a premium product on the global stage. The Embassy of Uganda in Brussels will coordinate the campaign alongside MAAIF, leveraging the country’s growing reputation as Africa’s leading coffee exporter. Uganda’s coffee sector has posted remarkable gains in recent years. In the twelve months ending October 2025, the country exported a record 8.4 million 60-kilogramme bags of coffee valued at US$2.4 billion, representing a 47% increase in volume and a 77% increase in value compared to the previous year. These figures firmly establish Uganda as Africa’s top coffee exporter, surpassing Ethiopia. At World of Coffee Brussels, the Uganda Coffee stand will showcase a curated selection of the country’s finest coffees from diverse agro-ecological zones, including the slopes of Mount Elgon, the Rwenzori Mountains, West Nile, and the central Robusta belt. The Brussels campaign builds on a series of successful international appearances by Uganda’s coffee sector. Earlier in 2026, Uganda made a strong impression at the World of Coffee Expo in San Diego, USA, where producers, exporters, and baristas highlighted the depth and diversity of Ugandan coffee. The country also took centre stage at the African Fine Coffees Association (AFCA) Conference and Expo 2026, where Uganda won both the overall winner and first runner-up positions in the Africa Barista Competition and was announced as host of AFCA 2027. “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,” said the Embassy of Uganda in Brussels. The Ministry of Agriculture, Animal Industry and Fisheries reaffirmed its commitment to expanding market access for Ugandan coffee, noting: “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.”