The Presidential Advisory Committee on Exports and Industrial Development (PACEID) team led by Mr. Odrek Rwabwogo and accompanied by Uganda’s Trade Envoy to Serbia, Mr. Bratislav Stoiljkovic, and Mr. Matthew Bagonza of the PACEID Secretariat along with Serbian officials in the coffee and trade sector, on Monday this week, met the Chairman of the External Committee on Foreign Relations for the city of St. Petersburg, north-central Russia, Mr. Evgeny Grigoriev, and Ms. Nana Gvichiya, the head of the state’s tourism committee.

The parties discussed opening a trade hub to sell Uganda’s agricultural products and invest in the value chain for coffee, tea, lithium, iron ore, and other products. Uganda is making an effort to raise USD 6bn in exports in the next five years. Mr. Grigoriev told his visitors, “An African proverb which says, one who fears the sun cannot lead” applies to the relations between Uganda and Russia and encouraged the delegation to open a coffee hub and exchange trade relations with Uganda transparently. He proposed a business center for both Uganda and Russia in both their capitals of Kampala and St. Petersburg, to promote trade.

The meeting was attended by the head of medical and life sciences and lecturer at the state chemical and pharmaceutical university of St. Peterburg, Prof. Vladmir Perelygin who asked the delegation to share knowledge with “universities in Uganda for research in human and animal medicines”. Rwabwogo and the delegation later met the Deputy Governor of the state, Mr. Boris Piotrovsky who represented Governor Alexander Beglov while he was away attending the BRICS summit in Kazan. Rwabwogo told the deputy Governor, “Uganda is entering a new and decisive phase on industrial growth, manufacturing and value addition for all her agricultural and mineral products. We now require a fresh perspective on both our new and old markets in order to strike meaningful and respectful business partnerships across the world”.

The city of St. Petersburg is Europe’s sixth largest with some six million (6m) people and a GDP of more than Euros120bn.Tourism contributes about 2.7% of the GDP given the city is Russia’s cultural, art, cuisine and entertainment center. The city received 21 million tourists last year and the city leadership asked for a partnership with Uganda Airlines to promote tourism with Africa. St. Petersburg has a highly diversified industrial base in oil and gas, boat building, data and technology, with more than 850 large scale manufacturing industries along with 22,000 SMEs that dominate exports in the region. The state of St. Petersburg was in the past led by President Vladmir Putin, before he became President of the Russian Federation. The country of Russia imported more than 220,000 Metric tons of coffee in 2019 and has an average drinking capacity of 1.5 cups per capita with a very growing young population of coffee enthusiasts.

The PACEID delegation later visited the national war museum in St. Petersburg, which hosts more than 10,000 square meters of exhibits of the second world war and the role of Russia, formerly Soviet Union (USSR) in defeating NAZI Germany. Rwabwogo who gave glowing tribute to the Soviet war hero, Gen. George Zhukov, defender of the city of St. Petersburg (in 1941 called Leningrad till 1991) for more than 900 days of disease and starvation, along with the leaders of Soviet Union who carried the heavy load of the war and defeated the evil forces of NAZI Germany. He said, “We must all remember war is a terrible thing and all who understand our world, should learn to negotiate and do what it takes to never engage in wars”. He added that Russia continues to present the world with one of the best examples of resilience during that great patriotic war”. He praised the USSR’s innovation in tank warfare at a time when Soviet Union was thought weak and less industrialized by both friend and foe. “It gives us in Africa an example of humility and focus on both the unity of our continent and our economy as a way of ensuring a stabler future” Rwabwogo told the museum directors who conducted the delegation the afternoon of Monday.

On Tuesday, October 29, 2024, PACEID leadership then flew to Moscow, Europe’s largest city at 12 million people and Mr. Rwabwogo gave a lecture on Africa detailing the last 100 years of Africa’s relationship with Russia and the developed world on matters of trade, diplomacy and governance. Rwabwogo was welcomed to the Financial University of Moscow, formerly the institute of Economics and Finance. The university is considered one of the top five universities in Russia and was founded in 1919. He was welcomed to the lecture by Ms. Anna Suchilina, Deputy Dean of Academic Affairs of the faculty of Social Sciences, Mr. Denis Deninov, lecturer at the peace and conflict resolution department and Ms. Daria Osinina, Deputy Dean of International Cooperation. The university’s alma matter includes President Lula Da Silva of Brazil, the Cuban Argentine born Ernesto Che Guevara and the current minister of Finance of the Russian Federation.

“Africa lost more than 300 years of growth when Europe and much of the west was rapidly scaling through the industrial revolution. We have now largely stabilized under some good leaders, a number of them young and; we are catching up”. He added that it is important for young people in Russia to study far “beyond your borders, build relations with Africa so that you can serve your world better”. Rwabwogo encouraged the students to teach Russian language, classics, poetry, science and culture to the world saying, much of what Russia does, doesn’t seem to be very much known to the English-speaking world. “It is your challenge to explain Russia to the world as a young and educated generation”. He took the university students and lecturers through a detailed opportunities list in cooperation on enterprise building, science and innovation, patents in medicine and foods that Africa presents to the next generation of world entrepreneurs” calling on Russian universities and academia to develop relations with African universities to help “both our worlds to know each other and build harmony”. The students who included science, mass communications and political and social sciences and arts, were curious to know how Russia should work with Africa given the lack of limited interaction in business between Africa and Russia.

The PACEID delegation later visited several locations near the Kremlin in the heart of Moscow, near the 1903 landmark hotel of Nationale, to find where Uganda can locate a trade hub for coffee and other products.

In a landmark move, the government of Uganda and the government of the Republic of Serbia have today, Thursday, October 25, 2024, held the first session of the Joint Commission for Trade Cooperation in the City of Nis, Serbia. During the session at City Hall in the City of Nis, both states agreed to revive the trade agreement that was signed between the government of the Socialist Federal Republic of Yugoslavia and Uganda seeking to enhance and develop economic cooperation and bilateral relations.

H. E. Mr. Tomislav Momirović, Minister for Internal and Foreign Trade of the Republic of Serbia, and Gen. Wilson Mbasu Mbadi, State Minister for Trade at the Ministry of Trade Industry and Cooperatives signed on behalf of their countries respectively. The two have expressed their satisfaction with the historic steps taken and agreed to intensify future cooperation.

Gen. Mbadi is leading the Ugandan delegation in Serbia composed of officials from the Ministry of Trade, Industry and Cooperatives, Ministry of Foreign Affairs, Ministry of Agriculture, Animal Industry and Fisheries, Ministry of Works and Transport, Uganda Civil Aviation Authority, Uganda Airlines, State House Diaspora Affairs Unit, and the Presidential Advisory Committee on Exports and Industrial Development (PACEID) under the leadership of Odrek Rwabwogo.

Present to witness this historic agreement was Uganda’s Ambassador to Rome, Elizabeth Paula Napeyok who announced the appointment of Mr. Bratislav Stoiljkovic as Uganda’s Trade Envoy to Serbia.

Important to note is that the advancement of these relations was after H.E. Yoweri Kaguta Museveni visited his Serbian Counterpart President Aleksander Vucic in July 2023.

Gen. Mbadi has underlined the importance of the President’s visit and emphasized that this, along with bilateral meetings, highly contributes to the promotion and development of the overall relations between the two countries.

“On behalf of my delegation, we bring you heartfelt greetings from H.E. the President, and the People of the Republic of Uganda. I would like to register our appreciation for the warm, welcome you have accorded to us and the wonderful facilities you have placed at our disposal since we arrived in this beautiful Country. Uganda and Serbia enjoy historical ties based on mutual respect dating back at the time of H.E Josip Broz Tito. This Joint Session is a follow-up of the State Visit by H.E President Yoweri Museveni in 2023 when he met with His Counterpart H.E Aleksandar Vučić President of the Republic of Serbia in July 2023. I therefore, commend our Trade Representative in the Republic of Serbia, Mr Bratislav, and the Chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID) Mr Odrek Rwabwogo, for working tirelessly to ensure that the efforts of our two Presidents are taken forward. We can cooperate in other sectors besides trade such as Science Technology and Innovation, Tourism, Education, Culture and others agreed upon between the two nations.”

Hon. Tomislav expressed optimism about building on the already-established political relations to enhance trade. He further noted that President Museveni’s visit to Serbia last year was a game-changer in the relations between the two nations. “Our relations with Uganda are deep-rooted. As the successor of Yugoslavia, we would like to continue cooperation with not only Uganda but all of Africa. We always like to work jointly with our allies with respect for mutual benefit instead of taking their resources as raw materials. We can do much more to boost our economies with this agreement and my government is committed to ensuring that what has happened here today is just the beginning of better things to come in the future. We look forward to the next engagement in Uganda.”

PACEID chairman Rwabwogo has thanked Hon. Tomislav and his government for the kind of work done between Serbia and Africa to revitalize what was lost over time. He expressed his admiration for the city of Nis and its rich history considering it is the birthplace of Constantine the Great. “Being in the City of Nis to sign this agreement, a city where you defended your country and made it the capital during World War One, gives me pleasure. The museums, the beautiful people, and the rich culture of Nis are a testament to how much you have resisted. I want to also thank President Vucic for welcoming President Museveni. These two think alike. They think differently and independently and they are a blessing to the people of Serbia and the people of Uganda.”

Rwabwogo explained the ‘Six Step Model’ that Uganda is adopting not just for coffee but other products to be exported to Serbia and other Balkan states. The model involves; 1. Processing at home to leave some value at home, 2. Distribution at retail level, 3. Assembling of machines at home using Serbian technology, 4. Opening cultural exchange and trade (both in Uganda & Serbia), 5. Renewing bilateral agreements to make them work for both Ugandans and Serbians and 6. Using these bilateral agreements to reduce or completely remove tax to support each other’s prosperity.

Rwabwogo added that Uganda is working towards advancing to data and analytics ecosystems, strengthening negotiation capacities between the European Union and other countries, building more capacity and authority to serve Serbian companies better, and setting up industrial parks to ensure sustainable supply of Ugandan products to Serbia, which he referred to as ‘SERBIA 2.0’.

Newly appointed trade envoy, Bratislav, hailed President Museveni for creating an environment that has enabled businesses and investors to operate seamlessly, especially peace and stability in the region. “This is a special occasion to be with my brothers and sisters from Uganda in the City of Nis, my birthplace. We want Ugandan products not only in Serbia but the entire Balkan region and beyond.”

The Ministry of Works and Transport and its Serbian equivalent also signed the Bilateral Air Services Agreement (BASA) to facilitate code sharing and direct flights between Uganda Airlines and Air Serbia, enhancing connectivity and trade between the two countries and other African destinations. Tumusiime Aggrey, Senior Air Transport Officer in charge of Regulation represented the transport ministry while Ms. Mirjana Cizmarov, Director General, Civil Aviation Directorate, represented Serbia during the signing.

Tumusiime acknowledged the Presidents of both countries for initiating a commercial diplomatic relationship in July 2023 noting that the BASA would improve connectivity, trade, and social-cultural relations between Uganda and Serbia. “Ugandan airspace is safe and secure for commercial aviation after following the International Civil Aviation Organization (ICAO) and security audits where we passed above the global level. On behalf of my Minister, I congratulate both Serbian and Uganda representatives for delivering the aspiration of the Heads of State.”

Government representatives from both parties presented the current economic situations in their respective countries and considered the trends in bilateral trade and economic relations, including the data on investment incentives and protection of investment.

Dr. Paul Mwambu, Commissioner Crop Inspection and Certification at the Ministry of Agriculture, Animal Industry and Fisheries, and Cleopas Ndorere, Commissioner for External Trade and the Ministry of Trade, Industry and Cooperatives made the case for Uganda.  

It was agreed that the second Session of the Joint Trade Commission between the Republic of Serbia and the Republic of Uganda will be held in Kampala, in February 2025, the exact date will be agreed upon through diplomatic channels.

At the Pan African Congress Business Forum (PACBF) organized by the Presidential Advisory Committee on Exports and Industrial Development (PACEID) in partnership with the Africa Global Chamber of Commerce (AGCC) at Munyonyo, 7th & 8th October, JAHL Production (U) Ltd signed a contract with DET Imports from Detroit, USA for first 3 x 20’ container of the new ICED Espresso ready-to-drink liquid Coffee product. This followed three months of negotiation on a distribution agreement, test marketing, innovation in packaging, and USA import approval. The initial contract is worth 1 billion Ugx and is expected to lead to sales of 3-5 billion in the first year to the US market.

JAHL was established in Uganda in 2024. It is a partnership with Farm Mountain Global, Randers, Aarhus, Denmark who developed a patented technology of producing a liquid Espresso coffee product using only fresh roasted coffee from Uganda. In less than 8 months, JAHL has established its first production line in Kampala and will be producing ICED Espresso for the global market.

DET Imports is a Michigan-based based dedicated to importing and distributing Ugandan products in the US market. With a major distribution center in Detroit, Michigan, they will work with Ugandan companies to get them market-ready and distribute the products into US markets. ICED Espresso coffee will be the first product followed by Macadamia Nuts from Amafh Farm Ltd. and Tooke banana flour produced by the Presidential Initiative on Banana Industrial Development (PIBID) in Bushenyi district.

ICED Espresso coffee is a unique product, ready-to-drink liquid coffee. Packed in a 40ml sachet, it has the following unique features:-

• Shot of Espresso. Definition of Espresso: “A type of strong black coffee made by forcing steam through ground coffee beans”.
• Versatile: Suitable for Hot & Cold coffee drinks
• Taste: 100% Authentic Espresso/Artisanal Brewed Espresso/No Additives/Not a Concentrate
• Product variations From Original Espresso Taste/Flavoured Coffee options/Health Boost Options/Energy Boost Options /Alcohol Mix Option
• New Innovation: Uses traditional espresso brewing techniques with new packaging innovation.
• Convenience: Coffee on the Go/Anytime Anywhere/Quick
• Single Serve Portion: No wastage/cost control/low unit price
• Recyclable & Sustainable: Fully recyclable plastic packaging/use of espresso grounds as soil nutrition or bioproduct for products such as coffee body scrubs, candles, etc.
• Shelf life: over 18 months/ambient travel & storage.

Unlike roasted coffee which deteriorates as soon as produced, the ICED Espresso product has an 18-month shelf life without refrigeration. This means Uganda can exported to the global market and be supplied into the retail supply chain.

JAHL, by producing a retail product in Uganda with Ugandan coffee is delivering real added value to our coffee. JAHL can achieve 5 times the export price of Green Bean Coffee.

Uganda has a major competitive advantage in the world coffee market. Producing both Arabica and Robusta coffee JAHL can blend and roast Uganda coffee for any taste profile in the world market. JAHL has received inquiries from Europe, the Middle East, Canada, India, and Asia and expects to expand to meet these demands.

The Presidential Advisory Committee on Exports and Industrial Development (PACEID) proudly announces the successful conclusion of the inaugural Pan African Congress Business Forum, held from October 7-10, 2024, at the Commonwealth Resort in Munyonyo. Organized in partnership with the Africa Global Chamber of Commerce led by Uganda’s Trade Representative in the US, Dr. Olivier Kamanzi and key players from Uganda and the United States, the forum aimed to enhance Uganda’s export potential to the U.S. market.

The forum run under the theme, “A Diaspora Homecoming: Navigating the Next 100 Years”.

H.E. President Yoweri Kaguta Museveni was represented by Vice President H.E. Jessica Alupo at the official opening of the forum. In his speech, read by the Vice President, Yoweri Kaguta Museveni appealed to the US business community to invest in Uganda and expressed gratitude for existing partnerships with the US, particularly in the areas of security, health, and education. He cited successful ventures such as DET Imports from Michigan, which has ordered 600,000 sachets of processed ready-to-drink coffee and invited further investment in computer assembly and technology.

“I invite you to use the Africa Common Market (AfCFTA) that we launched a few years ago to drive trade within our continent to bring technology, skills, and capital to achieve the strategic objective of your continent. I thank PACEID, the organizers of this event and I welcome you all to Uganda. I am inviting you to use this week to think together with me and our people, on how to bring the necessary change in Africa and the US to improve person-to-person exchange and build closer cooperation in the economy. By doing this, we shape the kind of society of Africans we are all proud to live behind for the next generation.” said the President.

In his remarks, PACEID Chairman Odrek Rwabwogo highlighted the committee’s efforts to grow Uganda’s economy through exports and hit the extra USD 6 billion target in export revenues by 2028 and USD 100 billion by 2062. He further emphasized Uganda’s readiness for business. “Uganda must become a nation of manufacturers and exporters of complex goods. By 2062, our exports must reflect a diversified and competitive economy.”

Robert Blackwell Jr., a U.S. tech Entrepreneur & expert on technology innovation emphasized the importance of dignity and opportunity for black communities globally. “The prosperity and dignity of the black man lies in the connection between Africa and its people in the Americas. There is a big global market opportunity ready for us. Now is the time, Africa is the place.”

Hon. David Bahati delivered closing remarks at the close of Day Two. He praised the event for its practical nature, remarking on the importance of tangible results. “In many business forums, we sign MOUs, and after two or three months, you can’t find an MOU but today, we have signed not just an MOU but an LOP.” He highlighted partnerships as crucial for Uganda’s ambitious plans to boost the economy from USD 55 billion to USD 500 billion by 2062 through export promotion and import substitution.  

Some of PACEID’s local partners were; the Presidential Initiative on Banana Industrial Development (PIBID), Private Sector Foundation Uganda (PSFU), East African Business Council (EABC), Uganda Communication Commission (UCC), Uganda National Chamber of Commerce (UNCC), UG EXIM Limited, Trademark East Africa, Government Citizen Interaction Centre (GCIC), Creatives, and various MDAs.

Key Outcomes of the Forum:

Annual Buyers Forum: PACEID is committed to promoting Ugandan products globally, with plans to conduct at least three market summits each year across Africa, America, and Europe. The Pan African Congress Business Forum will now be an annual event every July, focusing on connecting pre-qualified buyers and suppliers of Ugandan products from different regional trading blocks.

Notably, this year the DET Imports from Michigan signed agreements with JAHL for three 20-foot Containers of new ICED ready-to-drink coffee and with Amafh Farms, one container of  Macadamia nuts. Additionally, the American delegation had a meeting with H.E the President and visited several Ugandan exporting companies, including the Presidential Initiative on Banana Industrial Development for the Tooke flour, Amafth Farms in Mityana for Macamadia, and  CTC Convention Center in Mpigi for tourism.  They also visited Kiira Motors, and Source of the Nile in Jinja to gain insights into the local value chain.

Investment Attraction: The forum successfully showcased Uganda’s potential in the electronics, computing, infrastructure, and tourism sectors. PACEID aims to forge strategic partnerships that will drive economic development and position Uganda as a tech and innovation hub in Africa.

Cultural and Personal Engagement: The forum also fostered personal connections between the American delegation and Ugandan leaders, including a meeting with Mr. Robert Blackwell Jr., a prominent entrepreneur from Chicago. H.E. the president allowed Mr. Blackwell to establish an analytics center in Uganda. This will create efficient systems, further bridging business relations and enhancing understanding of Uganda’s unique cultural and business environment.

The Pan African Congress Business Forum marks a significant step toward strengthening economic ties and collaborative opportunities between Uganda and the United States.

During a meeting held today at State Lodge, Nakasero, on the sidelines of the ongoing Pan African Congress Business Forum (PACBF), the President said: “I am very happy to meet you. You are most welcome here in Uganda. This is the right place and time to invest. We have everything here.”

The group, including delegates from the American diaspora and others, are currently participating in the Pan-African Congress Business Forum, which began on October 6th and will conclude on October 12th, 2024, at Speke Resort, Munyonyo, Kampala.

The conference aims at strategizing trade and investment in Uganda as a gateway to the East African Community and Africa, positioning the country as a new technology and innovation hub for Africa, understanding the US standards and Uganda’s progress in improving compliance, leveraging the influence of the African diaspora in the US, among others.

The delegation was led by Mr. Odrek Rwabwogo, Chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID).

The investors expressed interest in various sectors such as manufacturing, tourism, food and vegetables, crafts, coffee, banana flour and vanilla.

They also discussed setting up a computer assembly plant in Uganda and positioning the country as a hub for technological manufacturing in the region.

President Museveni informed the delegation that Uganda, like much of Africa, is rich in resources and ripe for investment.

The President reflected on Africa’s historical struggles, tracing the continent’s exploitation by foreign powers over the past 600 years.

He recounted how Africa had been colonized by 1900, following centuries of plunder and the atrocities of the transatlantic slave trade.

President Museveni also linked Africa’s subjugation to selfish leadership, saying, “Our ego-centric chiefs and kings, out of selfishness, could not unite us to fight these people.”

The President further delved into the history of European exploration, explaining how the Ottoman Empire’s capture of Constantinople in 1453 blocked European access to the Silk Road, prompting explorers like Christopher Columbus and Vasco da Gama to seek sea routes around Africa.

While these explorations were initially positive for Europe, President Museveni emphasised that they soon became tainted by the evil of slavery.

“The first slaves were captured by the Portuguese in 1441. What should have been a celebration of scientific progress turned into 500 years of exploitation and wars,” he said.

The President also noted that technological advances such as shipbuilding, gunpowder, and the printing press were used not for humanity’s collective good but to oppress others.

On the other hand, President Museveni reiterated his vision for African prosperity, which he sees rooted in production and market access.

“If Africans want prosperity, it comes from producing goods or services and selling them,” he asserted.

President Museveni highlighted the need for African countries to access larger markets, pointing out that Uganda’s internal market of 46 million people is insufficient for sustained growth.

“The fragmentation of the African market is a big disaster,” he warned, adding that African nations must unite economically to avoid the fate of Latin American countries, which, despite their natural wealth, still rely heavily on the United States for prosperity.

“Despite their wealth in natural resources, they still run to the USA for medical care, education, and other benefits,” President Museveni said, stressing the importance of economic independence and collaboration for Africa’s future.

On his part, Mr. Richard Blackwell, a Chicago-based entrepreneur, also spoke passionately about the future of African economic growth and the need to work towards it. Representing investors, Mr. Blackwell emphasised the importance of dignity and opportunity for black communities globally.

“Your Excellency, I have watched many of your videos on YouTube and I was really impressed by your passion for Africa. What I realised is that you care deeply for Africa. When people live in dignity, the whole world can be better,” Mr. Blackwell said.

He stressed that black people should not remain at the bottom of global economic structures, expressing hope for a future where dignity and progress are accessible to all.

Reflecting on his personal journey, Mr. Blackwell shared insights from his childhood, growing up in a segregated neighbourhood in Philadelphia.

Despite the economic hardships faced by his family, he credited his parents for instilling values of character and perseverance.

“Our history, especially the history of black people in the U.S., is often overlooked,” he remarked.

Mr. Blackwell highlighted historical figures like James Forten, a successful African American businessman in the 18th century, who played a crucial role in the abolitionist movement.

He also drew inspiration from Booker T. Washington’s 1895 speech at the Atlanta Exposition, emphasising the importance of black economic inclusion in America’s development.

“Washington believed that if blacks are excluded from the economy, they will be disproportionately involved in crime. But if included, they can add immense value to the nation,” he noted.

Blackwell further discussed the parallels between the economic models of other nations and the potential for African development. He cited India’s economic transformation, which lifted millions out of poverty by focusing on services rather than manufacturing.

“In 1991, India reformed its economy, and in just 20 years, it moved millions of people out of poverty. This was largely due to doing business with the United States,” he explained.

He underscored the importance of creating a data-driven industry in Africa that could fuel growth across other sectors, particularly through analytics.

“In a commodities industry, if you don’t have sophisticated analytics, you won’t survive. Analytics will allow us to capture more value in global supply chains,” Mr. Blackwell noted.

Concluding his remarks, Mr. Blackwell called for the creation of world-class capabilities in Africa, starting with Ghana, to harness the power of data and services.

“We can build something powerful here, not just for Africa, but for the global stage. This is a journey we must take together, leveraging our collective strengths,” he noted.

The meeting was also attended by the Minister of Finance, Planning and Economic Development, Hon. Matia Kasaija.

The Presidential Advisory Committee on Exports and Industrial Development (PACEID) has today, at the Kampala Serena Hotel, announced the first Pan African Congress Business Forum and Expo (PACBFE) is set to take place from October 8-12, 2024 at Speke Resort Munyonyo in Kampala. The event is organized by PACEID in partnership with the Africa Global chamber of Commerce (AGCC), the private sector in Uganda and the United States, the event aims to enhance Uganda’s exports to the United States.

AGCC is led by Uganda’s Trade Representative in the United States.

Organized under the theme, “A Diaspora Homecoming: Navigating the Next 100 Years”, the event borrows from the historical Pan-African congresses to make a business case for Africa’s diaspora as the most pivotal economic growth agents over the next century. It further aims to leverage cross-Atlantic regulatory frameworks to strengthen engagements with multinational corporations and deepen partnerships with the African-American diaspora. On July 1, 2007, President Yoweri Kaguta Museveni said, “There is tremendous potential in Africa. Africa is a continent of the future. Just like India and China have become superpowers, in the next 25 years a lot of changes will have taken place.”

The event will be attended by business and government leaders from the East African region, plus the leading multinational agencies, financial institutions, experts in manufacturing, tourism, exports and trade from the rest of Africa. This will provide a platform for networking, collaboration, and knowledge sharing. The event will focus on identifying products and services in demand across US markets and exploring opportunities for sales and distribution.

PACEID Chairman Odrek Rwabwogo has reiterated the significance of accessing the US market for Uganda, citing it as the largest consumer market globally with a staggering $18 trillion economy. He emphasized the need to strengthen Uganda’s trade relations with the US, which in turn would help elevate Africa’s trade ties with the United States.

“This event will not only showcase the potential of Uganda’s exports to the United States but also facilitate discussions on how to further strengthen trade relations between the two countries. This is a platform where political, civil, and aid society leaders will converge to explore collaborative opportunities. Further, it will serve as a pivotal moment for Uganda’s global positioning, aimed at showcasing the country’s potential and capabilities to the world,” notes PACEID Chairman Odrek Rwabwogo.

Besides being a crucial step in strengthening Uganda’s ties across various sectors and supporting its efforts to re-enter the African Growth and Opportunity Act (AGOA) program, the event presents a unique opportunity for Ugandan businesses to discover connection points with the African diaspora in America and African Americans to develop commercial and strategic export partnerships.

The forum and expo will feature panel discussions, workshops, and networking sessions, providing participants with valuable insights and opportunities to connect with key stakeholders in the industry. Attendees can expect to gain a deeper understanding of market trends, consumer preferences, and regulatory requirements in the US market.

On the sidelines of the business forum, American participants will also visit what Uganda has to offer in terms of tourism, trade, and investment; UNESCO sites like Kasubi Tombs and the Namugongo Martyrs Shrine, Mweya Safari Lodge, Murchison Falls National Park, Kira Motors factory, Queen Elizabeth National Park, Lake Mburo National Park, Bujjagali falls and the Source of River Nile among others.

Present during the announcement were stakeholders from both the government and the private sector who expressed excitement in participating in this monumental business forum. Key among others were officials from the Ministry of Trade, Ministry of Agriculture, Animal Industry and Fisheries, Uganda Tourism Board, Uganda National Cultural Centre, Uganda Exim Limited, United Nations Development Program, East African Business Council, Adventure Consults Limited, Government Citizen Interaction Centre and the Presidential Initiative on Banana Industrial Development among others.

For more information about the Pan African Congress Business Forum and Expo, including registration details and sponsorship opportunities, please visit www.paceid.org/pacbf.

PACEID was established to tackle the strategic and operational challenges that hinder Uganda’s capacity to maximize its industrial and export potential. By facilitating coordination among Ugandan exporters, producers, government institutions, and international stakeholders, PACEID strives to accelerate the nation’s export growth and industrial advancement.

During the Ambassadors Conference organized by the Ministry of Foreign Affairs (MOFA) at the Civil Service College Uganda in Jinja on Wednesday, August 28, 2024, the Chairman of the Presidential Advisory Committee on Exports and Industrial Development (PACEID) Odrek Rwabwogo encouraged the ambassadors to do more to support Uganda’s export drive by getting more orders for Ugandan products from the countries they are deployed in.

PACEID was invited to make a presentation during a panel discussion on Uganda’s export promotion strategies and the disruptive nature of the committee’s work in expanding market influence at the event themed “Strengthening Governance and Performance of the Foreign Service for National Development”. Ambassadors and delegates convened to delve into the crucial matters regarding Uganda’s international trade and diplomatic initiatives.

“Bring us more orders from the countries to serve. The work we do is for the growth of the country and it is supported by the President.” Rwabwogo noted after breaking down the USD1.5 billion brought into the country’s economy in the last eighteen months from the seven markets where Uganda has appointed trade representatives. Uganda has Trade Representatives in the Democratic Republic of Congo, South Africa, the UK, USA, the Balkans, China, and Nigeria.

Rwabwogo’s presentation highlighted the importance of enhancing Uganda’s export sector to drive economic growth and foster sustainable development. He emphasized the need for robust strategies that harness Uganda’s rich resources and capabilities to expand its global market presence. He also shed light on PACEID’s strategic pillars of operation, focusing on markets, standards, infrastructure, and export financing.

The panel discussion sparked engaging dialogue among the diplomats, stimulating constructive exchange of ideas on how Uganda can leverage its foreign service to propel exports and propel national development forward.

Rwabwogo concluded his presentation with a six-step model for entry of Uganda’s products into international markets designed to boost the country’s exports. This model encompasses strategic interventions across various stages of the export value chain including value addition, regional markets, pockets of excellence, retail expansion, storage and logistics, and leveraging technology. All three are aimed at boosting Uganda’s export sector and achieve the USD 6 billion extra revenue by 2028 and USD 100 billion by 2062.

A team from DET Imports, an American company based in Detroit, comprised of Tambouridis Angela Elaine (Product Sourcing Analyst), Karboske Joel Nathan (Director), Alebiosu Lanre (Partner), and Oluwole Johnson Oluwaseto (Director) was in Uganda late last month (from July 28, 2024, to August 2, 2024). Facilitated by the Presidential Advisory Committee on Exports and Industrial Development (PACEID), they visited over ten producers and exporters dealing in dried fruits, vanilla, Moringa, fish, macadamia nuts, coffee, and Banana flour among others to ascertain their capacity to supply the US market.

Some of the companies visited include; Amstus Farm, Discovery Group, Zahra Foods Industry, PIBID- BIRDC-makers of tooke flour, Miecca (U) Limited, Pure Grow, Masheda Mixed Farm, Amafh Farms, Raintree Farms, Fine Spinners, and JAHL Production (U) Ltd among others.

The visit led the American team to discover the quality and uniqueness of innovative Banana (tooke) products made by the Banana Industrial Research Development Centre (BIRDC) and iced expressos produced by JAHL Production (U)Ltd. This sparked off immediate interest to have these two and other Ugandan products in the American market. There is confirmed readiness by the parties involved to pursue partnerships.

At the end of their feasibility study, the DET Imports team had an opportunity to share some of their insights about Ugandan products and their commitment to expanding markets and creating new opportunities for their partners in Uganda. Below is their brief conversation with PACEID’s Communications Officer Rowland Bon Nkahebwa.

What were some of the key factors that influenced your decision to consider Ugandan products for your imports?

We had an opportunity, an introduction to Uganda and what it has to offer and it was enticing to come and see, and once we came here, we saw the abundance of products and the opportunity.

PACEID Chairman Odrek Rwabwogo’s trip to Detroit influenced our decision. At first, we didn’t even understand all the opportunities in Uganda. We first came here in February 2024. After that, we assembled our team to come back and we knew we wanted to work with Ugandans and import their products. We think there a real story here, and we can help from the farmer all the way to our retailers and make an impact here.

What are the key factors that differentiate Ugandan products from other potential sources and make them attractive for import to the US market?

When we visited the farms, it was educating how the products are made. Like in the USA, you might find 1000 acres from one farmer but in Uganda, it is everywhere on a small acre where they do everything from seed, there are not a lot of pesticides, and everything is real, green, and organic. The environment here, being on the equator and having a 365-day farming season. Those are some of the key factors, it is a better product than other places we have been.

Also, we want to do business with the country and be involved with a country that takes care of its people. We want to be involved with those types of businesses and suppliers as well.

Can you provide an overview of the type of Ugandan products that DET Imports is currently seeking to import for its warehouse in Detroit?

We are going to be starting with coffee, not just your green and roasted coffees but some different types of products from coffee that we don’t want to get into right now. Also macadamia nuts, dried fruits, vanilla, banana flour, textiles, and moringa oils. Those are the ones we are focusing on right now. We are going to support the creatives as much as possible too. The basket-weaving women we visited at Nkore Designs by Masheda, Discreet, and others.

What specific unique features did you observe in the products from the exporting companies and farms you visited in Uganda?

The quality of the products, from the farm, they are natural, and the taste of their organic and sustainable farming practices. Training the community, training different farmers, you see the love that goes into it into the quality of the products.

Having some of the larger suppliers that we toured coming up with training programs and actually teaching farmers what to do, and the biggest part is buying their products. Knowing that the product is already sold takes away the worry to provide for their families and eases the process of going into the next season.

What are some of the challenges/obstacles you might have encountered during your visit to the different farms and suppliers in terms of sourcing products?

Some of the suppliers are smaller and they are not currently exporting up to speed on different requirements, from potentially large orders, there might be a bit little bit more time to get them up to speed. But there are good plans in place for those suppliers, a lot of them have a future vision of where they can go. You know Uganda is still new, they are not China or Mexico and we don’t want them to be. So, they are not up to those volumes yet but we see the potential and see that they can handle the capacity. But it also comes down to operational capital for whoever is doing the production and we think that could be a problem because they go and buy a new machine because their interest rates are 23-33 percent in the bank and this takes away all their profits. It is harder for them to borrow money, so I think PACEID is working well with them, helping them to obtain their goal through invoice financing from UG EXIM if they have an order so they can supply it properly and on time.  

What strategies do you have in place to handle potential challenges related to logistics, regulations, or quality control when importing products from Uganda?

Education. So, working with their suppliers upfront to make sure that the understanding is there. The travel that we do by coming here, reaching out to our resources to make sure that they can go and work with the suppliers. So we train them to make sure that they are equipped. Logistics-wise, we work together, we use brokers who can help with their transactions, for ourselves and suppliers, and also provide knowledge.

Every aspect of the shipping is important too, to ensure everything is on time and actually gets there without being spoiled or damaged. So, right from the farm, the product has to be refrigerated to make sure the temperatures are there, implement GPS systems and temperature controls that can be monitored from our offices and our cellphones, and just get up to speed on technology which we are in process of doing and we are working with everybody to get this accomplished.

What specific factors or qualities are you looking for in Ugandan products to ensure they meet the standards for importing and stocking in your warehouse in Detroit? 

We kind of live in the US and have worked in the retail business for fifteen years, we just kind of feel we know the needs of the American market. We can bring in better products from Uganda that the Americans will consume. So, we know we can recognize the trends and what is missing from our American market, not just fresh foods because a lot of these we already have there but different products we don’t have access to like the Moringas, real natural products that provide benefits, the Matooke (banana) flour. There are a lot of gluten allergies or digestive issues that we are facing in the US, so that is one product to add to the market and fill a void of gluten-free products.

So we are really looking at a lot of those products and in addition to others and what Americans are missing and what we can take there. One thing we have done is teach the Americans and show them what they need and put in their face. That is why we created a green room in our warehouse where we are going to be shooting content and showing people what banana flour can do, bringing local cooks and chefs and cook with Ugandan products, and doing presentations in different restaurants. Lanre, our business partner is in the fashion industry, he does a segment on TV every month regarding what’s new in Detroit, and what’s new in the US. So we want to take the products to the US and show them what it can do for them. This right here will create a need in the US market for banana flour.

Could you elaborate on the potential economic and social impact of importing Ugandan products to your warehouse in Detroit?

Long-term, if Uganda’s exports go up, there is obviously a higher demand, and with that comes the need to automate their facilities and have machinery that can handle large volumes. This reduces the manual labor and bumps up the skill level of the employees to now have to know how to operate and fix machines. That is one area that could be impacted.

How has your collaboration with the Presidential Advisory Committee on Exports and Industrial Development impacted your visit to Uganda and the selection of Ugandan products for import?

We probably wouldn’t be here in Uganda if it wasn’t for PACEID. They have been very instrumental, not only in coordinating meetings with suppliers and government agencies but helping us understand Uganda and how things work and getting us to the right people. This would have taken us ten times as long to get to where we are right now, so expediting our business development tremendously would be a good way to summarize it in a few words.

PACEID has helped us widen our outreach by streamlining the process to help us get to where we need to be.

Lastly, a lot has been said about Uganda out there, what is your assessment of Uganda compared to before you visited?

Uganda is a beautiful country, people are happy, and we feel well-received here. We enjoy Uganda and are looking forward to more productive trips. Due to time, we did not get the chance to visit some of the amazing tourist destinations, but next time we shall make sure to do so.

The Presidential Advisory Committee on Exports and Industrial Development (PACEID), together with the National Strategic Communication Committee, has successfully facilitated an interview between China Global Television Network (CGTN) and President Yoweri Kaguta Museveni to discuss the growing trade relations between Uganda and China. This interview, that will air on the Leaders Talk segment, is part of a larger plan to have President Museveni engage in four interviews before this year ends with international media in different export markets to promote Ugandan products and attract foreign investment.

CGTN is one of three branches of the state-run China Media Group and the international division of China Central Television (CCTV). As of February 5, 2024, CCTV was the leading television station in China with media platforms hosting over 115 million active users and watched by up to 1.5 billion people worldwide.

CGTN Leaders Talk Anchor Wang Guan conducted the interview assisted by the crew; Zhang Yajing, Liu Yuhao and Zheng Hao.

The decision to start with China is strategic, as the country is preparing to set up a Uganda Trade Hub in China, and has appointed a Trade Representative to assist Ugandan exporters with market surveys and information on market trends. This move has already shown promising results, with orders for 2000MT of Ugandan sim-sim and cassava flour from China worth billions of dollars which President Museveni has applauded.

Trade Representatives are charged with supporting the country to handle the four key pillars in their markets. These are dealing with critical compliance measures such as food safety standards that impede Ugandan exports in the regional and international markets, finding new ways and means to approach both old and new markets that take Uganda’s products, coordinating the use and management of exit/border infrastructure such as warehousing, laboratories, cold rooms and bring them into conformity with the needs of the exporters and to lead the process for creation of an export credit fund that will de-risk entry of Ugandan products in foreign markets.

During the interview conducted at State House, Nakasero, on Thursday, July 8, 20204, President Museveni highlighted the importance of the growing partnership between Uganda and China, emphasizing the potential for increased trade and investment between the two countries. The President’s engagement with international media is part of a larger effort by PACEID to promote Ugandan products, increase the country’s presence in key export markets, and ultimately grow the country’s foreign earnings.