Uganda's coffee industry has received a major international boost after the country was selected as the official "Portrait Country" for the 2026 World of Coffee Expo in Brussels, one of the world's most influential specialty coffee trade exhibitions.

The prestigious recognition places Uganda at the heart of Europe's largest coffee marketplace and offers a golden opportunity to market the country's premium coffee to buyers, investors, roasters and industry leaders from across the globe.

The campaign will be spearheaded by the Uganda Embassy in the Benelux countries and the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), with a strong focus on expanding trade, attracting investment and strengthening Uganda's position in the global coffee value chain.

Officials described the Brussels event as a unique platform to tell Uganda's coffee story directly to Europe, the world's largest coffee-consuming market.

"The World of Coffee in Brussels offers a unique platform for Uganda to present its coffee story directly to the European market. Through this campaign, we aim to strengthen trade relations, attract investment, and elevate Uganda's brand as a producer of world-class coffee," officials noted.

The recognition comes at a time when Uganda's coffee sector is enjoying unprecedented success. According to MAAIF, the country exported a record 8.4 million bags of coffee worth US$2.4 billion, further cementing Uganda's status as Africa's leading coffee exporter.

With improving quality standards, increased production and growing global demand for Ugandan coffee, officials say the Brussels showcase will help unlock new markets and position the country as a major player in the specialty coffee industry.

As global coffee lovers prepare to converge in Belgium next year, Uganda will not just be attending the expo—it will be the star attraction, showcasing the rich flavours, heritage and economic potential of one of the country's most valuable exports.