Uganda’s coffee industry has scored a major boost after securing deals worth up to $3 million and signing a landmark agreement with Cotti Coffee, one of the world’s fastest-growing coffee retail chains, at the China International Import Expo (CIIE) held in Shanghai.
The five-day Expo, which ran from November 5 to 10, featured Uganda’s top coffee exporters — Meg Rai Coffee, Kwezi Coffee, Inspire Africa, and Elgon Coffee — who showcased their products under the support of the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF).
The government facilitated Uganda’s presence at the Expo by procuring space at the national pavilion, enabling exhibitors to promote both agricultural and tourism products under the theme, “Agriculture–Tourism–Prosperity.”
Uganda’s coffee stands attracted strong traffic from retail and commercial buyers, with visitors sampling green and roasted coffee, dried fruits, and nuts.
Delegates from Uganda held one-on-one meetings with Chinese buyers, traders, roasters, and logistics companies interested in sourcing Ugandan coffee and agricultural products.
Promotional materials and multimedia content were distributed in both English and Chinese to introduce Uganda’s coffee sector, investment climate, and tourism offerings.
In addition to the business deals, the government signed a Memorandum of Understanding (MoU) with Cotti Coffee, which operates more than 7,500 coffee shops across 28 countries, to establish a long-term collaboration across the entire coffee value chain.
The signing ceremony, held at the Uganda Pavilion, marked what officials called a new chapter in Uganda’s coffee journey.
“This partnership is about redefining how the world experiences Uganda coffee,” said a senior MAAIF representative during the signing.
“It ensures our farmers are not only producing coffee, but connecting directly with a global retail network that values their work and their story.”
The MoU with Cotti Supply Chain (Anhu) Ltd will link Ugandan farmers and processors directly with Cotti Coffee to guarantee consistent demand, technical cooperation, and value-addition opportunities.
The collaboration covers:
- Joint marketing and brand promotion to position Uganda Coffee at the center of Chinese retail culture;
- Farmer training and capacity-building to boost productivity and quality;
- Research and technology transfer to modernize cultivation;
- Investment in agro-processing and value addition in Uganda; and
- Post-harvest handling and processing improvements to preserve flavor integrity.
Cotti Coffee executives hailed Uganda as a “partner of choice for quality and sustainability,” citing the country’s unique agro-ecological conditions, consistent bean quality, and ethical sourcing record.
Uganda’s coffee exports to China have surged by 190% this year, reflecting rising demand from café chains and boutique roasters.
Chinese social media platforms have been flooded with posts featuring latte art and cold brews made with Ugandan beans.
“Uganda’s journey from farm to cup tells a story of quality, resilience and reinvention,” said a spokesperson for the Ugandan delegation.
“This is no longer about exporting raw beans. It’s about building a brand that stands for Africa’s excellence.”
At the Expo, Uganda’s coffee pavilion was one of the most visited in the agriculture section, drawing buyers, roasters, and café owners from across Asia.
Ugandan delegates also represented the country at key sessions such as ‘Exploration of the Development of the Coffee Industry Chain under Digital Empowerment’ and ‘Import Policies and Development of Agricultural and Food Products from LDCs’.
These engagements helped reinforce Uganda’s economic diplomacy strategy, linking agriculture and tourism promotion while positioning the country as a reliable supplier in the global coffee chain.
The MoU with Cotti Coffee is expected to give Uganda an edge in China’s booming coffee market, which is projected to exceed USD 45 billion by 2030.
With Cotti’s expansive retail reach and Uganda’s high-quality Arabica and Robusta varieties, the partnership will establish Uganda as the definitive African coffee brand in Asia, offering Chinese consumers a fresh, ethical, and distinctly Ugandan coffee experience.
Uganda’s ascent as Africa’s top coffee exporter has been driven by government reforms, improved seedling distribution, farmer training, irrigation investments, value addition, and coffee research.
The country’s marketing campaigns have expanded into Europe, the Middle East, and now Asia. Meanwhile, a younger generation of entrepreneurs is leveraging branding, storytelling, and digital traceability to redefine Uganda Coffee as a globally respected premium brand.
For Chinese coffee lovers, this partnership opens access to distinctive beans grown in Uganda’s fertile highlands — from Bugisu’s Arabica on Mt Elgon to Robusta plantations in the Lake Victoria basin — all certified for flavor, consistency, and sustainability.
Under the new arrangement, Uganda and Cotti Coffee will jointly implement programmes in agribusiness innovation, climate-smart farming, extension services, and global marketing.
Oversight will be provided by Uganda’s Embassy in Beijing and the Consulate General in Guangzhou, ensuring the partnership delivers long-term benefits to farmers, processors, and consumers.
Both parties also agreed to jointly brand promotional activities, ensuring Uganda’s flag and name feature prominently wherever Cotti Coffee markets Ugandan beans — from Shanghai to Shenzhen, and even Singapore.
The collaboration is expected to increase export revenues, create new jobs, and strengthen Uganda’s global reputation as the origin of Africa’s finest coffee.
More importantly, it connects rural farming communities in Uganda to millions of coffee enthusiasts across Asia, building a bridge grounded in quality, culture, and shared prosperity.
“This is a game-changer for Uganda,” said a senior Ugandan delegate. “We’re not just exporting coffee anymore — we’re exporting identity, excellence, and opportunity.”
