Experts in the coffee sector have attributed the low coffee consumption in Uganda to the limited marketing of the products locally, calling for the need to intensify the promotion of the product in the country.
The remarks were made as the Uganda Coffee Development Authority (UCDA) signed a memorandum of cooperation with the Private Sector Foundation Uganda (PSFU).
Speaking at the event, the vice chairperson at PSFU, Victoria Ssekitoleko, said although the coffee value chain has directly impacted many families, many have never tried coffee due to the myth surrounding the product.
She said the memorandum of cooperation signed between the two entities will help to boost coffee , consumption, production, productivity, marketing, policy environment, research and coffee business in the private sector in Uganda.
“I hope we shall have money for promotion and marketing. Can we continue working with our embassies? Can we have coffee served at our receptions abroad? Let us have that aroma so that when somebody enters this office, the least they will remember is that coffee aroma,” she said.
Dr. Emmanuel Iyamulemye, managing director UCDA, told the Nile Post that the memorandum will help to drive the coffee sector forward and to establish a mutual cooperation in the coffee sub sector regarding production, productivity, marketing, policy environment, research and coffee business.
“The unrealised potential is in the losses Uganda gets due to poor quality coffee. We need continued investment to control and improve quality for us to de-link our fine Robusta and Arabicas from the commodity markets,” he said.
The specific areas of cooperation will also include creation and exchange of information, cooperation on promoting coffee production, processing, domestic consumption and marketing in the private sector in Uganda and its membership.
Other areas are: promotion and improvement in the marketing of coffee, including developing digital marketing platforms, with a view of optimizing efficiency and job creation among the youth; promoting domestic consumption of coffee in the private sector; promotion of coffee tourism and promotion of internationally accepted standards and quality of coffee to enhance its competitiveness.