Shanghai, November 11, 2025 | Uganda’s coffee sector has made a decisive leap on the world stage after exporters secured contracts worth an estimated US$3 million at the China International Import Expo (CIIE) in Shanghai. The event also saw the signing of a strategic cooperation agreement between the Government of Uganda and Cotti Coffee, one of the fastest-growing global coffee brands, to promote Ugandan coffee across China and beyond.

Cotti Coffee, which operates more than 7,500 outlets in 28 countries, will collaborate with Uganda’s Ministry of Agriculture, Animal Industry and Fisheries (MAAIF) through a Memorandum of Understanding that establishes a framework for cooperation along the entire value chain, from production and processing to branding and retail distribution.

Uganda’s Presence at the Shanghai Expo

The Ugandan delegation, supported by the government, featured leading exporters Meg Rai Coffee, Kwezi Coffee, Inspire Africa, and Elgon Coffee. Together they showcased Uganda’s finest Arabica and Robusta varieties to a global audience of buyers, traders, and roasters.

The national pavilion attracted significant interest from visitors and industry professionals, with tasting sessions, live demonstrations, and business meetings generating strong commercial leads. Uganda’s display, themed “Agriculture–Tourism–Prosperity,” highlighted how the country’s natural heritage and agricultural excellence are becoming drivers of economic diplomacy.

Uganda’s participation was coordinated by MAAIF as part of its broader strategy to expand trade opportunities for farmers, promote value addition, and strengthen agribusiness under the Transformation Agenda for the Tenfold Growth Strategy.

Expanding the Coffee Frontier

The new partnership with Cotti Coffee is regarded as one of Uganda’s most significant market entries in recent years. It links Ugandan farmers and processors directly with China’s rapidly expanding retail coffee market, which analysts project will exceed US$45 billion by 2030.

Under the agreement, Uganda and Cotti Coffee will cooperate in areas that include:

• Market access and joint promotion of Uganda’s coffee brand in China.
• Farmer training and capacity development to enhance quality and productivity.
• Research, innovation, and technology exchange to modernize cultivation practices.
• Investment in post-harvest handling and processing facilities in Uganda.
• Development of sustainable, traceable supply chains connecting farmers to Chinese consumers.

At the signing ceremony, a senior MAAIF representative said the collaboration would “redefine how the world experiences Ugandan coffee,” emphasizing that it connects producers directly with international markets that value quality, ethics, and origin.

Executives from Cotti Coffee described Uganda as a “partner of choice for quality and sustainability,” noting its unique agro-ecological conditions and growing reputation for consistency and traceability.

A Turning Point in Uganda–China Coffee Trade

Uganda’s coffee exports to China have already increased by 190 percent in 2025, a trend that reflects both growing consumer demand and the country’s proactive trade engagement in Asia. Chinese social media platforms have been flooded with images of baristas preparing lattes and cold brews using Ugandan beans, a sign of rising brand visibility among younger consumers.

The MOU also includes joint branding initiatives ensuring Uganda’s identity features prominently in all promotional activities across Cotti Coffee’s international outlets. This will raise Uganda’s profile not just as a supplier but as a recognized origin of premium coffee, adding symbolic and commercial value to its exports.

From Commodity to Global Brand

Uganda’s presence at CIIE 2025 alongside 28 other exporters from various sectors reflects the country’s shift from commodity trading to brand-led export development. With its diverse bean profiles, modernizing production systems, and a strong push for value addition, Uganda is positioning itself as Africa’s foremost coffee origin and a key player in the evolving global market.

The government’s ongoing investments in seedling distribution, farmer training, irrigation, and research have supported this transformation, while private-sector innovation and youth-led entrepreneurship are redefining how Ugandan coffee is marketed and consumed.

Brewing a Shared Future

The partnership between Uganda and Cotti Coffee marks the beginning of a deeper relationship between Africa and Asia in the global coffee trade. It will generate employment, enhance export revenues, and strengthen Uganda’s reputation for producing high-quality, ethically sourced coffee.

For millions of Chinese consumers, it will also introduce a new flavor narrative: coffee grown on the fertile slopes of Mount Elgon and the Rwenzori ranges, crafted with care, certified for quality, and brewed with the warmth of Uganda’s culture.