Uganda's Coffee Charms at World Travel Expo

As the curtains closed on the World Travel, Trade and Taste 2025 Expo, it wasn’t a commercial jingle or political speech that left the final imprint, but it was aroma from Ugandan coffee.

It was the unmistakable, earthy, citrusy warmth of Ugandan coffee, freshly brewed and proudly poured by none other than Allan Kajik, Uganda’s High Commissioner to Canada.

In a gesture that was both humble and strategic, Kajik didn’t just hand out coffee,he served it.

With sleeves rolled, smile wide, and vision sharp, he branded the final guests with wrist bracelets bearing the iconic Visit Uganda emblem.

“This isn’t just a cup of coffee,” he told one mesmerized guest, “it’s a sip of our soil, our story, our soul.”

As Canadian attendees leaned in to inhale the rich scent of Uganda’s golden brew, they weren’t just tasting a product, they were encountering a country.

Each cup was paired with roasted beans and a deeper truth that Uganda is no longer content to be a raw supplier but is becoming a storyteller, exporter, and partner on its own terms.

By turning the closing ceremony into an interactive showcase of authentic Ugandan culture and taste, the High Commissioner did more than represent his country, he reintroduced it.

To seal the moment, Ambassador Kajik gave guests with ‘Visit Uganda’ wrist bracelets, a symbolic token and a direct call to experience the land where coffee grows with soul and purpose.

“Every bean has a story. Ours is written in volcanic soil, picked with ancestral pride, and brewed with the spirit of a rising nation,” he said.

“We don’t just export coffee—we export identity, resilience, and partnership.”

Uganda is Africa’s second-largest coffee exporter and the eighth-largest globally, contributing over 5 million 60-kg bags annually to the international market.

 In 2023, Uganda exported coffee valued at $940 million USD, primarily to markets in Europe, North America and the Middle East.

Its specialty Arabica, particularly from Mount Elgon and Sipi Falls, has garnered international acclaim for its distinctive wine-like acidity and floral undertones.

As global consumption trends shift towards origin-conscious products, Uganda is strategically positioning itself to lead. The “Golden Brew” is no longer merely a commodity; it is becoming the signature of a nation asserting its place on the global stage.