KAMPALA — Uganda has been selected as the official “Portrait Country” for the 2026 World of Coffee Expo in Brussels, a prestigious recognition that will place the country’s coffee industry at the centre of Europe’s largest speciality coffee trade exhibition.
The announcement was made by Uganda’s Ministry of Foreign Affairs, which described the selection as a major opportunity to showcase Uganda’s coffee sector to international buyers, investors and industry leaders from across the globe.
The campaign will be spearheaded by the Ugandan Embassy in the Benelux region and the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), with a focus on promoting Uganda’s premium coffee, attracting new investment and strengthening trade partnerships within the European market.
According to Uganda’s diplomatic mission in Brussels, the event presents a strategic platform to position Uganda as a leading producer of high-quality coffee and deepen commercial ties with Europe, which remains the world’s largest coffee-consuming region.
“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. Through this campaign, we aim to strengthen trade relations, attract investment, and elevate Uganda’s brand as a producer of world-class coffee,” the Ugandan Embassy in the Benelux region said in a statement.
The World of Coffee Expo is regarded as one of the most influential global gatherings for coffee producers, traders, roasters, exporters and speciality coffee professionals. Uganda’s designation as Portrait Country will give it enhanced visibility throughout the event, allowing the country to showcase its coffee heritage, production capacity and growing reputation in international markets.
Officials say the recognition comes at a time when Uganda’s coffee sector is experiencing unprecedented growth.
MAAIF noted that the country recently achieved record coffee export earnings, shipping 8.4 million bags valued at approximately US$2.4 billion. The performance has strengthened Uganda’s position as Africa’s leading coffee exporter and one of the world’s fastest-growing coffee-producing nations.
“Uganda’s coffee sector has never been stronger. With record exports, improving quality standards, and growing global recognition, the World of Coffee Brussels is the perfect stage to demonstrate why Uganda is the future of African coffee,” the ministry said.
Coffee remains Uganda’s leading agricultural export and a key source of foreign exchange, supporting millions of farmers and households across the country. In recent years, government and private-sector investments have focused on improving production, quality control, value addition and market access.
Industry stakeholders believe the Brussels showcase could open new opportunities for Ugandan exporters by connecting them directly with buyers, speciality roasters and investors seeking sustainably produced and traceable coffee.
The recognition is also expected to boost Uganda’s broader economic diplomacy agenda by using coffee as a tool for trade promotion, investment attraction and international branding.
As preparations for the 2026 exhibition begin, officials say Uganda intends to use its Portrait Country status to tell the story of its coffee journey—from smallholder farmers in producing regions to international markets—while highlighting the country’s growing role in shaping the future of the global coffee industry.
The event is expected to attract thousands of participants from Europe, North America, Asia and Africa, providing Uganda with one of its most significant international coffee promotion platforms to date.