Uganda launches a national coffee brand at major EU trade show

Uganda has unveiled its first national coffee brand in an effort to enhance its position in its most significant export market, the European Union. 

The brand is named ‘Uganda Coffee: It’s in Our Nature’ and was launched during World of Coffee Brussels, an industry trade event held in the Belgian capital in late June 2026. 

Uganda was this year’s Portrait Country, which gave it a high-profile platform at the gathering, which is organised by the Specialty Coffee Association (SCA) and claims to be the largest specialty coffee trade show in Europe. 

According to the Ugandan government, Europe accounts for 52% of the country’s coffee exports by continent, with Italy and Germany being the leading national markets within the EU. 

Coffee is a strategic national asset  

Desire Muhooza, Uganda’s Minister of State for Agriculture, said coffee is a strategic national asset and the intention is to build a global brand of trust, sustainability and economic strength. 

“Uganda’s coffee sector is charting a bold path forward – anchored in stronger quality systems, full compliance with the EU Deforestation Regulation, and expanded entry into Europe’s markets,” the Minister said. 

The new branding strategy centres on the tagline ‘It’s in Our Nature’, which is intended to reflect both Uganda’s natural environment and a wider story connecting coffee to the country’s culture and identity. 

The campaign draws on Ugandan traditions in which coffee beans were historically exchanged as a symbol of trust and reconciliation between families. The visual identity includes a logo with coffee beans built into the lettering, along with an emblem featuring the Crested Crane, Uganda’s national bird. 

A colour scheme of black, yellow, red and beige echoes the national flag, while a secondary palette of green, teal, caramel and espresso tones mirrors the coffee-growing landscape. 

Presenting Uganda’s coffee story 

Speaking at the launch in Brussels, Uganda’s Ambassador to Belgium, Mirjam Blaak Sow, said the event gave the country the opportunity to present its coffee story directly to European buyers. 

“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,” she stated.  

“Through this campaign, we aim to strengthen trade relations, attract investment and elevate Uganda’s brand as a producer of world-class coffee.”