Uganda Coffee Wins Big in China with $3 Million Export Boost and Global Retail Deal

Shanghai- Uganda’s coffee industry has scored a major victory on the global stage, securing coffee export deals worth up to $3 million during the China International Import Expo (CIIE) held in Shanghai. The event, which ran from November 5 to 10, brought together thousands of exhibitors and investors from across the world — but Uganda’s coffee pavilion stood out as one of the most visited in the agriculture section.

Among the Ugandan coffee exporters who participated were Meg Rai Coffee, Kwezi Coffee, Inspire Africa, and Elgon Coffee, all supported by the Government of Uganda through the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), which sponsored exhibition space and coordinated national participation.

At the Ugandan booth, visitors were treated to a vibrant showcase of green and roasted coffee, dried fruits, nuts, and other agricultural products, alongside immersive displays promoting Uganda’s tourism potential — aligning with the event’s central theme of “Agriculture–Tourism–Prosperity.”

Deals and Strategic Partnerships

In addition to the $3 million worth of export deals closed by private coffee companies, the Ugandan Government signed a landmark Memorandum of Understanding (MoU) with Cotti Coffee, one of China’s fastest-growing coffee retail brands, which operates over 7,500 outlets across 28 countries.

The agreement, signed between MAAIF and Cotti Supply Chain (Anhui) Ltd, aims to scale the distribution of Ugandan coffee across China’s rapidly expanding retail network — positioning Uganda as the definitive African coffee brand in Asia.

The MoU outlines a long-term collaboration covering:

Market access and joint brand promotion to make Ugandan coffee central to China’s café culture;

Farmer training and capacity building to enhance quality and productivity;

Technology transfer and research cooperation to modernize cultivation;

Investment in agro-processing and value addition within Uganda; and

Improved post-harvest handling systems to preserve flavor integrity and ensure premium quality.

A senior MAAIF representative described the partnership as “a turning point for Uganda’s coffee story,” emphasizing that it connects farmers directly to a vast global retail network that values their work, identity, and sustainability efforts.

Executives from Cotti Coffee hailed Uganda as “a partner of choice for quality and sustainability,” noting the country’s unique agro-ecological diversity, consistent bean quality, and ethical sourcing credentials.

China’s Coffee Boom Meets Uganda’s Quality

China’s coffee market is currently one of the fastest-growing in the world, projected to surpass USD 45 billion by 2030. The country’s youthful urban population is driving a cultural shift toward coffee consumption, with new coffee shops opening at record pace.

Cotti Coffee’s rapid expansion embodies this trend, and the brand’s partnership with Uganda is expected to secure consistent demand for Ugandan beans — particularly as Chinese consumers increasingly favor premium, traceable, and ethically sourced products.

Already, Uganda’s coffee exports to China have surged by 190 percent in 2025, reflecting a surge in interest from café chains and boutique roasters. Chinese social media platforms have been abuzz with images of lattes and cold brews crafted from Ugandan coffee beans — a testament to growing consumer fascination.

Showcasing Uganda’s Strength at CIIE 2025

Uganda’s pavilion at CIIE 2025 attracted buyers, traders, roasters, and café owners from across Asia. Delegates hosted cupping sessions, live-stream tastings, and business-to-business meetings with major distributors.

The Ugandan delegation, comprising officials from MAAIF and private exporters, also participated in high-level forums including:

“Exploration of the Development of the Coffee Industry Chain under Digital Empowerment”, and “Import Policies and Development of Agricultural and Food Products from Least Developed Countries (LDCs).”

These engagements aligned Uganda’s “Nurturing Agriculture” development pillar with “Enriching Tourism”, using coffee and agro-products as bridges for broader economic and cultural exchange.

Building the Uganda Coffee Brand

Uganda’s transformation into Africa’s top coffee exporter has been driven by a combination of government interventions and private sector innovation. Efforts include:

The provision of high-quality seedlings and farmer training;

Irrigation support, rehabilitation of old trees, and coffee research;

And a robust international marketing campaign that has boosted visibility across Europe, the Middle East, and now Asia.

A new generation of young Ugandan coffee entrepreneurs has also emerged, embracing digital traceability, storytelling, and branding to elevate “Uganda Coffee” into a premium global identity known for sustainability and authenticity.

A Story from Farm to Cup

For coffee lovers in China, this means greater access to Uganda’s distinctive beans — 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 flavor, consistency, and sustainability.

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

With 28 Ugandan exporters participating at CIIE 2025, Uganda’s presence reflected not only the strength of its coffee sector but also its growing ambition to position itself as a regional powerhouse for agri-based exports.

As the ink dries on the Cotti Coffee partnership and millions of dollars in deals flow home, one thing is clear — Uganda’s coffee has found a new, enthusiastic audience in China, and the aroma of this success is only beginning to spread.