Zajecar, Serbia – June 11, 2025:
Uganda has officially opened its third “Uganda Connect” Trade Hub in Serbia, marking another milestone in the country’s export promotion drive and strengthening economic ties between Uganda and the Balkans. The hub, located in Zajecar city, was commissioned by Hon. Gen. Wilson Mbadi, Minister of State for Trade, Industry and Cooperatives, in the presence of key Ugandan and Serbian officials.
Ugandan and Serbian officials discussing trade opportunities during a bilateral meeting
The event was held on the sidelines of the Second International Planning Meeting (IPM) for EXPO 2027 in Belgrade and followed a bilateral meeting aimed at deepening trade cooperation between the two nations.
Ugandan delegation led by Gen. Wilson Mbadi poses with Serbian officials at the event in Zajecar city
Speaking at the commissioning ceremony, Gen. Mbadi emphasized the importance of the Uganda Connect hubs in bridging the gap between Uganda’s producers and international consumers.
“This is a crucial part of the journey from coffee cultivation in Uganda to the cup here in Serbia,” he noted. “These hubs not only connect our products but also our people and cultures for mutual benefit.”
PACEID Chairman Odrek Rwabwogo commended Uganda’s trade envoy to the Balkans, Bratislav Stoiljkovic, and his team for their tireless efforts in promoting Uganda’s export potential in the region.
The facility in Zajecar is the third Uganda Connect hub in Serbia
“Some parts of the world are closing markets, but Serbia is open, culturally, historically, and economically,” Rwabwogo remarked. “This hub is a testament to Uganda’s commitment to take its products from the farm, to the roaster, to the transportation, to the final consumer, while also building lasting cultural and trade relationships.”
He further expressed interest in cultural exchange, inviting the city of Zajecar to Kampala to experience Uganda’s rich traditions, cuisine, and entertainment, a move aimed at strengthening bilateral bonds that date back to Uganda’s relationship with the former Yugoslavia in the 1960s.
The Uganda Connect hubs, an initiative under the Presidential Advisory Committee on Exports and Industrial Development (PACEID), are designed to showcase Uganda’s export potential by offering high-quality agricultural products, processed goods, and tourism information to new international markets. The hubs also double as coffee shops and tasting centers for Ugandan products, giving consumers a direct experience of the country’s unique flavors and craftsmanship.
Ugandan delegation visited and inspected a number of facilities in Serbia
PACEID aims to establish 25 Uganda Connect hubs worldwide by 2035 as part of Uganda’s broader export growth and market diversification strategy.
This latest hub in Zajecar follows the successful launch of the first Uganda Connect hub at Waterfront Belgrade in July 2023, commissioned by President Yoweri Museveni, and a second Uganda Coffee Shop in downtown Belgrade at Svetozara Markovica 52.
Uganda’s delegation to Serbia included senior officials from the Ministry of Trade, Industry and Cooperatives – Cleopas Ndorere, Commissioner External Trade, the Uganda Embassy to Belgrade led by Ambassador Elizabeth Paula Napeyok, and PACEID executives, including Chairman Odrek Rwabwogo, Head of Secretariat Matthew Bagonza, and Director of Markets Brenda Opus Katarikawe.
EXPO 2027 and the ongoing trade initiatives provide Uganda with a platform to present its value-added products and growing capacity as a reliable global supplier of premium exports in agriculture, coffee, tourism, and beyond.