Uganda Coffee Perk Ups China as $3 million worth of deals agreed at Shangahi Expo

Uganda’s coffee exporters have closed deals worth upto $3million at the China International Import Expo (CIIE) held in Shanghai.

The coffee exporters at the event, which started on Wednesday 5^th November and ended last night, included Meg Rai Coffee, Kwezi coffee, Inspire Africa and Elgon Coffee.

They were all supported by the Ugandan Government that procured space at the event for them to showcase their products. Traffic at the Ugandan booths attracted both retail and commercial buyers. Activities undertaken by the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF) at the national pavilion and agriculture-related exhibition areas, included

• Ugandan coffee (green and roasted) and other agricultural products including dried fruits, nuts etc were displayed and promoted alongside tourism experiences, in line with the agriculture–tourism–prosperity theme.

• Delegates held one-on-one business meetings with Chinese buyers, traders, roasters and logistics companies interested in sourcing Ugandan coffee and agri-products.

• Promotional materials and multimedia content were shared in English and Chinese to introduce Uganda’s coffee sector, investment climate and tourism offerings.

They also represented Uganda at a number of events including ‘Exploration of the development of the coffee industry chain under digital empowerment’ and a seminar on ‘ Import Policies and Development of Agricultural and Food Products from LDCs’. These activities helped link the government’s “Nurturing Agriculture” pillar directly with “Enriching Tourism”, using coffee and agro-products as a bridge for wider economic and cultural exchange.

As well as the $3 million in deals signed, the Government also signed at the Expo a landmark agreement with Cotti Coffee, the fastest growing retail brand in the world’s fastest growing coffee market, to scale out coffee from the East African nation to coffee drinkers across China.

The signing between Uganda’s Ministry of Agriculture, Animal Industry and Fisheries and Cotti Coffee marked the start of a powerful new chapter for Uganda’s coffee industry, solidifying its position as one whose coffee beans are some of the most sought-after globally.

With Cotti Coffee’s massive retail reach and Uganda’s unmatched coffee diversity, this collaboration will anchor Uganda as the definitive African coffee brand in Asia, while giving Chinese consumers a fresh, ethical, and distinctly Ugandan coffee experience.

Uganda’s coffee exports to China have already surged by 190 per cent this year, reflecting how Chinese consumers – from café chains to boutique roasters – are already going crazy for Uganda coffee, with Chinese social media awash with photos of latte art and cold brew made with Ugandan beans.

The new agreement marks the latest milestone in an extraordinary year of growth for Uganda coffee which is now the number one exporter of coffee in Africa.

“This partnership is about redefining how the world experiences Uganda coffee,” said a senior MAAIF representative during the signing ceremony. “It ensures our farmers are not only producing coffee, but connecting directly with a global retail network that values their work and their story.”

Cotti Coffee’s executives hailed Uganda as a “partner of choice for quality and sustainability”, citing the country’s unique agro-ecological conditions, consistent bean quality, and growing reputation for ethical sourcing.

The Memorandum of Understanding signed with Cotti Supply Chain (Anhu) Ltd establishes a long-term framework for collaboration across the entire coffee value chain. It will link Ugandan farmers and processors directly with China’s fastest-growing retail coffee brand, which already operates **more than 7,500 coffee shops in 28 countries, to secure consistent demand, technical cooperation and value-addition opportunities.

The partnership’s scope covers:

• Market access and joint brand promotion to position Uganda coffee at the centre of Chinese retail culture;

• Farmer training and capacity-building to boost productivity and quality;

• Research and technology transfer to modernise cultivation;

• Agro-processing and value-addition facilities in Uganda to create jobs and wealth; and

• Investment in post-harvest handling and processing to preserve flavour integrity.

The Chinese coffee market is experiencing an unprecedented boom, with urban youth driving consumption growth and coffee shops opening at record pace. Cotti Coffee’s own expansion has become a symbol of this trend. For Uganda, the new MoU represents an entry into a market expected to exceed USD 45 billion by 2030.

During CIIE 2025, Uganda’s coffee pavilion has been one of the most visited in the agriculture section, drawing buyers, roasters, and café owners from across Asia. Delegates from Uganda, including officials from MAAIF and private exporters, hosted cupping sessions, live-stream tastings and business-to-business meetings with major distributors.

The delegation also participated in seminars on agricultural innovation, Silk Road e-commerce, and sustainable trade, positioning Uganda coffee as a product that aligns with China’s twin focus on green development and digital commerce.

“Uganda’s journey from farm to cup tells a story of quality, resilience and reinvention,” said a spokesperson for the delegation. “This is no longer about exporting raw beans. It’s about building a brand that stands for Africa’s excellence.”

In total Uganda was represented at CIIE by 28 exporters, who came from coffee and a range of other sectors.

Uganda’s ascent as Africa’s top coffee exporter has been fuelled by technological advances, and private-sector innovation. The government has prioritised provision of good qulaity seedlings, farmer training, irrigation, value addition, rehabilitiaion of old trees and Coffee research, while the country’s international marketing campaigns have amplified visibility across Europe, the Middle East and now Asia.

At the same time, a younger generation of coffee entrepreneurs and exporters is embracing storytelling, branding and digital traceability, creating a new identity for ‘Uganda Coffee’ as a high-value, sustainable product with global appeal.

For China’s coffee lovers, that means more access to distinctive beans grown in Uganda’s fertile highlands – from Bugisu’s Arabica grown on the slopes of Mt. Elgon to Robusta plantations in the Lake Victoria basin – all certified and quality-assured for flavour, consistency and sustainability.

Under the MOU, Uganda and Cotti Coffee will jointly implement programs in agribusiness innovation, climate-smart farming, extension services, and global marketing, with oversight from Uganda’s Embassy in Beijing and the Consulate General in Guangzhou. Both institutions will play facilitative and supervisory roles to ensure the partnership delivers long-term benefits to farmers, processors, and consumers.

The two parties also agreed to joint branding of promotional activities, ensuring Uganda’s name and flag feature prominently wherever Cotti Coffee promotes Ugandan beans, from Shanghai to Shenzhen to Singapore.

This partnership will increase export revenues, create jobs, and strengthen Uganda’s reputation as the origin of Africa’s finest coffee. Most importantly, it will connect rural communities in Uganda to millions of coffee enthusiasts in Asia, building a bridge grounded in quality, culture and shared prosperity.