Belgium: Uganda Targets European Market With Major Coffee Promotion at World of Coffee in Brussels
Uganda is launching a major coffee promotion campaign at the World of Coffee 2026 event in Brussels to solidify its position as Africa's leading coffee exporter. The initiative aims to connect Ugandan producers with key European market decision-makers.
Why it matters
Coffee is a vital export for Uganda, and increasing its market share in Europe is a key component of the country's economic growth strategy.
The Ugandan Embassy in Brussels, in partnership with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), has announced a major coffee promotion campaign at the World of Coffee 2026, scheduled for 25–27 June 2026 at Brussels Expo in Belgium. Organised by the Specialty Coffee Association (SCA), the World of Coffee is Europe’s largest specialty coffee trade event, drawing roasters, producers, traders, baristas, and coffee enthusiasts from around the world. This year’s edition in the heart of the European capital presents a strategic opportunity for Uganda to engage directly with key decision-makers in one of the world’s most influential coffee markets. Uganda’s participation in World of Coffee Brussels is part of a broader diplomatic and trade strategy to position Ugandan coffee as a premium product on the global stage. The Embassy of Uganda in Brussels will coordinate the campaign alongside MAAIF, leveraging the country’s growing reputation as Africa’s leading coffee exporter.
The article is a straightforward report on trade promotion and economic data.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in