For Victor Tayebwa, a journalist with NBS TV, stepping foot in Europe for the first time was more than just a personal milestone.
It was a professional mission to inform Ugandans from wherever they are. His destination was Geneva, Switzerland, where he covered the prestigious World of Coffee 2025 event, a global gathering of coffee experts, traders, and enthusiasts.
Held at Palexpo SA from June 26th to 28th, the event drew nearly 20,000 attendees from over 140 countries.
Victor was right in the thick of it, filing live reports on NBS TV's flagship programs, including Morning Breeze, Live at 1, Live at 9, and Amasengejje news bulletins.
His coverage highlighted the innovations shaping the future of coffee, the Ugandan presence in the international coffee trade, and the stories of resilience, creativity, and commerce brewing in every cup.
“Reporting live from Switzerland was surreal. It was my first time in Europe, and being trusted to represent NBS TV and Uganda on such a global stage meant everything,” he said.
“Geneva was unusually hot, hitting 32 degrees Celsius, but the atmosphere inside the conference was even warmer, full of ideas and innovation.”
Victor’s travel didn’t end in Switzerland. He also made stops in Italy and France, gaining a broader perspective on European culture and society.
After wrapping up his reporting, he took a quiet moment to reflect and recharge with a swim in the famous Lake Geneva.
The World of Coffee 2025 showcased groundbreaking technology, industry collaboration, and a celebration of global coffee culture.
With strong representation from Europe, the US, Brazil, and Colombia, the event reaffirmed its reputation as Europe’s top specialty coffee trade show.
Uganda’s participation, both through attendees and coverage like Victor’s, reflected the country’s growing importance on the global coffee map.
For NBS, having a reporter cover was another reminder that the NBS newsroom doesn’t stop at borders.