Coffee exporter Serawild Coffee, together with Uganda’s Embassy in Germany, has rolled out an aggressive campaign to promote the country’s organic coffee across Schengen countries.
This feeds into Uganda’s larger ambition of increasing coffee exports into new markets.
Last week, Uganda’s coffee was exhibited at the three-day International Travel and Tourism Fair in Warsaw, Poland, one of Central Europe’s luxurious marquee tourism events.
‘This event brought together top global players in the tourism sector, and the Embassy in Berlin enabled me to present our coffee to participants,’ Serawild’s Germany-based proprietor, Milly Nanfuma, said.
‘We are getting very strong feedback from international investors about the excellent quality of our coffee,’ she said, noting that ‘In the coming months, we expect these efforts to translate into major orders. As Germans increasingly embrace our coffee, we now want to win over other Schengen countries to our much sought-after Ugandan beans.’
Uganda was one of only four African countries, alongside Morocco, Egypt, and Tunisia, represented at the high-level fair.
Six Ugandan tourism operators, including Crystal Safaris, Destination Jungle, Exclusive Association of Sustainable Tour Operators, Gorilla Tours, Gorilla and Wildlife Safaris, and Kubwa Five Safaris, also showcased at the event. Uganda’s Deputy Ambassador to Germany, Dany Sozzi, and Second Secretary and consular officer Jessica Namuddu attended the fair.
The push in Poland is part of a broader, sustained effort by Uganda to boost the profile of its coffee on the global stage, following recent promotional drives in Germany and the United Kingdom through coffee cupping events.
These exhibitions come on the back of a record-breaking year for the sector, in which Uganda’s coffee export earnings surged to $2.24b, according to the Ministry of Agriculture. In the 12 months to August 2025, the country shipped 7.93 million 60-kilogramme bags, with both Robusta and Arabica varieties making waves in global markets.
Uganda has also been showcasing its coffee at major international events, including the SCAJ World Specialty Coffee Conference and Exhibition in Tokyo, the Frankfurt Coffee Festival, and the Swiss International Holiday Expo in Lugano, underscoring the country’s ambition to cement its place among the world’s leading coffee producers.