United States

                              USA MARKET

The United States, a country in North America, is a federal republic of 50 states. Besides the 48 conterminous states that occupy the middle latitudes of the continent, the United States includes the state of Alaska, at the northwestern extreme of North America, and the island state of Hawaii, in the mid-Pacific Ocean. The conterminous states are bordered on the north by Canada, on the east by the Atlantic Ocean, on the south by the Gulf of Mexico and Mexico, and on the west by the Pacific Ocean. The United States is the fourth largest country in the world in area (after Russia, Canada, and China).

Summary

Capital: Washington, D.C.

President: H.E. Donald Trump

Government: Federation, Presidential system, Federal republic, Constitutional republic

Population: 334.9 million (2023)

Dialing code: +1

Trade representation

Dr. Olivier Kamanzi is Uganda’s appointed trade representative to the US.

He is an International Financial Management & Capital Markets Expert with proven 25 years working experience at executive level in Financial Services, Capital Markets, and investment banking in particular.
Proven records of institutional development and policy drafting and implementation of capital markets and payment systems.

Responsibility

The Trade Representative supports the country in handling the four key pillars in the US. 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.

Trade Hubs

PACEID is working to set up the first-ever Ugandan Trade Hubs in the USA in 2025, with locations in Washington, Atlanta, Detroit, and Kansas. These hubs will showcase and distribute a variety of Ugandan products, including coffee, vanilla, cocoa, dried fruits, macadamia products, and arts and crafts, among others.

In Detroit, Michigan, an American company, DET Imports, has set up a dedicated warehouse to exclusively source and distribute Ugandan products. Having visited Uganda multiple times, DET Imports is actively collaborating with local exporters to bring this vision to life.

Orders

2024. In October 2024. DEP Imports signed a contract with a Ugandan coffee exporting company, JAHL Production (U) Ltd, for the first 3×20 container of iced Espresso ready-to-drink coffee worth USD 272, 686 (UGX1B) and is expected to lead to the sales of UGX 3-5 billion to the US market in the first year of the contract. The US company committed to exporting 12 containers annually.
2025. DET Imports also signed with Amafh Farms for one container with 489,660 packs of macadamia nuts worth USD 244,800 in 2024.

• DET Imports is in the final phases of partnering with the Presidential Initiative on Banana Industrial Development (PIBID) to introduce Ugandan banana flour to the US market thanks to its gluten-free nature.

Trade Missions

In December 2022, the first US-Uganda International Trade Summit and Exhibition was held in Chicago at the Renaissance Hotel Downtown, where H.E. President Yoweri Museveni led the Ugandan delegation and made a case for Americans to invest in Uganda. Several commitments and partnerships to off-take Ugandan products were signed.

The Balkans

The Republic of Serbia

Location: Serbia, officially known as the Republic of Serbia, is a landlocked country at the crossroads of Southeast and Central Europe, located in the Balkans and the Pannonian Plain

Capital: Belgrade

Official language: Serbian

President: H.E. Aleksandar Vučić

Population: 6.664 million

Uganda’s Trade Representative to the Balkans Region

Bratislav Stoiljkovic- Chairman Board and CEO ADRIA Management Services, Podgorica, Montenegro, is involved in management consulting and media marketing services provision across the Open Balkan, Western Balkans, and the EU countries, including Serbia, Montenegro, North Macedonia, and Bosnia & Herzegovina

Responsibility: The Trade Representative supports 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.

Trade Hubs: Serbia holds the first Uganda trade in the capital Belgrade (Water Front) opened in July 2023. The hub serves as a showroom, information resource center, and coffee shop for sampling and testing Uganda products. A second coffee shop was opened in Belgrade downtown- Svetozara Markovica 52. Plans to open a third coffee shop at the Nis Airport are underway.

Milestones

1. Two Serbian companies have fully registered in Uganda as Exporting companies (Yugo Invest Limited and Yugovic SMC Limited. Yugovic SMC Limited is in the final stages of setting up a coffee processing plant and a coffee espresso machine assembly plant at the Uganda Free Zones export facility in Entebbe. Yugo Invest is operating two trade hubs at Entebbe International Airport (Arrival & Departure areas).
2. Yugovic SMC limited shipped a 20ft container to Serbia in April 2024, Valued at USD 56,000, the shipment contained 20 metric tons of coffee; 1000kgs of roasted Robusta (80%) and Arabica (20%), and 10,200kgs green bean, banana flour, tea leaves, Uganda Waragi, Kakira Coffee Vodka, and promotional art crafts.

• On August 22, 2024, another consignment of six thousand tonnes of value-added coffee left Uganda for the Balkans. Besides coffee, this consignment had 200kgs of export-grade black tea and shea butter.

1. These were the country’s first export consignments to the Republic of Serbia since 1962 when the first trade agreement was signed between the Government of the Socialist Federal Republic of Yugoslavia and Uganda. This agreement was reactivated in October 2024 with the formation of the First Session of the Joint Trade Commission between the two countries in Nis, to enhance and develop economic cooperation and bilateral trade relations.

Why Serbia

Serbia is an emerging market economy in the upper-middle income range and a strategic gateway to eleven countries in the Balkan Region: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Montenegro, North Macedonia, Romania, Kosovo, and Slovenia, in which Uganda is also interested in establishing a strong economic partnership.

South Africa

South African Market Fact Sheet

Country Overview

South Africa is located at the southernmost tip of the African continent.

Key Facts:

Capitals: Cape Town, Pretoria, Bloemfontein

President: H.E. Cyril Ramaphosa

Dialing Code: +27

Official Languages: Afrikaans, English, Xhosa, Zulu, Southern Sotho, and more

Population (2024): 64 million

Gross Domestic Product (2023): 377.8 billion USD (World Bank)

Area: 1.22 million km²

In 2005 the two countries signed an agreement establishing a Joint Permanent Commission of Cooperation Joint Permanent Economic Commission (JEPC) which led to the creation of the framework of the Joint Commission of Cooperation (JCC) on 23rd July 2010. The first Session of the JCC was held in Pretoria in November 2012 and the overall issues that the two countries identified for cooperation under the first JCC framework included, agriculture, health, water and environment, culture, economy, education, political, security, sports, science, technology, and trade. The second session of the JCC was held in Kampala in July 2022 through which more areas of cooperation were considered and these included Tourism, defense, foreign relations, health, ICT, Trade and Investment, Education, Agriculture, Health, Oil and Gas, Mining and Transport among others.

Orders and Trade Hub Setup

Federal Foods Pty (FFPL), a Ugandan exporter holds trading permits for 15 product items from Uganda to South Africa.

FFPL has been authorized to import 8.7 million tons of Ugandan agricultural products annually. The product portfolio includes: Pineapples, Dried chilies/pepper, Bananas, Baby okra, Carrots, Onions, Garlic, Sweet potatoes, Yams, and Cassava.

Market Research & Export Potential

PACEID, in partnership with UNDP, engaged Imani Development Company to research market entry strategies for Uganda in South Africa. The study presents the following findings:

Market Entry Strategies & Product Export Potential

Business Relations

South Africa – Uganda Business Summit, Pretoria

PACEID, in collaboration with various Ugandan and South African partners, organized the Uganda-South Africa Trade, Tourism, and Investment Summit 2023 in Pretoria, South Africa, marking the first-ever gathering of its kind between the two nations. The event attracted over 300 delegates, including business leaders, government officials, policymakers, and media representatives, creating a platform for fruitful exchanges between the private sector, government entities, and regulatory agencies. The Summit focused on key sectors such as tourism, trade and investment, finance, manufacturing, mining, energy resources, ICT, and infrastructure development, among others.

Uganda – South Africa Trade & Investment Summit (2023)

The Uganda – South Africa Trade & Investment Summit took place on 5th – 6th September 2023 at Munyonyo Commonwealth Resort, Kampala. It was organized by PACEID in partnership with MTN Uganda with H.E. Yoweri Museveni as the Chief Guest.

Trade missions between the two countries have continued to grow from strength to strength however, it is worth noting that there is a big imbalance tilting in favor of South Africa.

Trade missions between the two countries have continued to grow from strength to strength however, it is worth noting that there is a big imbalance tilting in favor of South Africa.

Why South Africa

South Africa is one of the fastest-growing sources of Foreign Direct Investment for Uganda. South African investments include areas like telecommunications, Breweries, Finance, poultry, energy, and many others.

Democratic Republic of Congo

DRC:

Location: DRC is located in central Africa. Officially known as the Democratic Republic of the Congo, the country has a 25-mile (40-km) coastline on the Atlantic Ocean but is otherwise landlocked. It is the second-largest country on the continent.

Capital: Kinshasa

Official language: French

President: H.E. Félix Tshisekedi

Population: 109.3 million (2024)

Trade representation

Justin Katoto, the appointed Trade Representative for Uganda in DRC is a founder and managing partner of K&K Services and Advocates in DRC and K&K Business Consulting Ltd in Uganda. K&K Services and Advocates is a Legal and Investment Advisory and Facilitation platform for entrepreneurial endeavors in the Democratic Republic of the Congo (DRC) and the Great Lakes region of Africa as a whole.

Responsibility

The primary objective is to support the ongoing efforts between Uganda and DRC in order to increase the trade between the 2 countries in line with H.E. the president’s directive to double Uganda’s exports by 2027. The specific objective is to grow trade between the 2 partner states to USD 1.5bn by 2027.

Uganda – DR Congo Business Summit – May 30 -June 8, 2022

The 10-day event was an eye-opener to both the Uganda and DRC business community as they engaged in the business summit and B2B meetings. It was also the 1st event that enabled almost 90% of government institutions that support Export, Investment development, and promotion from both countries to engage in the same room. The event attracted over six hundred (600) participants from the two countries.

Milestones

PACEID is in partnership with Masheda Foods for the establishment of the Uganda Connect trade hub in Kinshasa to promote Uganda’s products and services including tourism in DRC. The company has engaged with several Ugandan suppliers, including Temupe Exports Company, Habib Ducks, Zahra Foods, Pearl Dairies (Lato milk), and Ranchers Finest, whose products have been well received in the DRC market.

A trial shipment of meat and fish products was delivered by Temupe Exports Company.

Additionally, Masheda started distributing products in 54 supermarkets in DRC, paying a vendor fee of 500 USD.

Why DRC

DRC is one of Uganda’s biggest trading partners in East Africa, with Uganda’s exports to the neighboring country growing over the years, rising to about $433.2m (nearly Shs2 trillion) between December 2023 and November 2024. Uganda and DRC enjoy bilateral relations, as evidenced by established cooperation frameworks, including the Joint Permanent Commission and the construction of roads linking the two countries. These and many other bilateral agreements have enabled the two states to achieve common goals and objectives.

United Kingdom

Location: The United Kingdom of Great Britain is located off the north-western coast of mainland Europe. It comprises four countries: England, Scotland, Wales, and Northern Ireland.

Capital: London

Official Language: English

Prime Minister: Sir Keir Starmer

Currency: Pound Sterling (£)

Population: 67.6 million (estimated 2024)

Land Area: 243,610km²

GDP: USD 3.34 trillion (World Bank, 2023)

Trade Representation

Mark Pursey is the officially appointed Trade representative for the UK having assumed this position in April 2023. A PR Executive and the founder and CEO of BTP Advisers, he has advised governments from Europe, Africa, and Asia on international communications strategy. Mark also has extensive experience of devising international PR campaigns for international businesses and across multiple sectors including trade, tourism and travel, aviation, investment, energy, and extractives.

Responsibility: As Uganda’s Trade Representative to the UK, Mark Pursey promotes and facilitates trade activities between the two countries. He provides market information, attracts new off-takers, and supports business deals and arrangements between buyers and sellers of Ugandan products.

Trade Hub

To further drive export growth and increase Uganda’s visibility in the UK, preparations to establish a Trade Hub in London are ongoing. Coffee, tea, dried fruits, cocoa powder, beer and spirits will be some of the products promoted in the hub.

Milestones

Sep 2022 – Trade Summit, Buyer mapping and segmentation of 2000 UK buyers

Nov 2023 – Fact-finding Mission and Company Assessment of seven Uganda suppliers of fruits, vegetables, and suppliers by Flamingo Group International.

Why UK

The relationship between Uganda and the UK dates back to the colonial area when Uganda became a British Protectorate in 1894. This market is one Uganda’s major trading partners particularly for agricultural products. UK is the sixth-largest economy in the world, with a GDP of approximately USD 3.34 trillion. The country has a large consumption of coffee, tea, fresh produce, and flowers providing a good opportunity for Uganda.

The UK is running a Developing Countries Trading Scheme (DCTS) that provides duty-free and quota-free access for 99.8% of exports from Least Developed Countries. This enhances competitiveness and profitability while easing market navigation. The UK has a high demand for organic and ethically sourced products which are abundant in Uganda. Between 2015 and 2024, Uganda’s exports have averaged USD 15.35 million and there is potential to develop this trade further.

Japan

Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea in the south.

 Key Facts:

• Capital and largest city: Tokyo
• Official languages: Japanese
• Recognized regional languages: Ainu
• Unrecognized regional languages: Ryukyuan languages
• Total Area: 377,975 km2 (145,937 sq mi)
• GDP:  $6.572 trillion
• Currency: Japanese yen (¥)
• Time zone: UTC+09:00 (JST)
• Drives on: Left
• Calling code: +81
• ISO 3166 code: JP

Market Opportunities for Ugandan Products in Japan

 Uganda-Japan Trade: In 2024, Uganda exported $17.89M to Japan. The main products that Uganda exported to Japan were  Coffee, not roasted or decaffeinated, Butter and other fats and oils derived from milk; dairy spreads, Roses, grafted Roses, Unrooted cuttings, and Cocoa beans.

Japan-Uganda Trade: In 2024, Japan exported $381.43M to Uganda. The main products that Japan exported to Uganda were Cars, hot-rolled iron, and Delivery Trucks among other products.

Why should Uganda Export to Japan?

Uganda should strengthen its trade ties with Japan to capitalize on the growing demand for its key exports, such as coffee, dairy products, flowers, and cocoa. Japan’s growing economy, valued at $6.572 trillion, provides a stable and lucrative market for Ugandan goods. With Uganda exporting $17.89 million worth of products to Japan in 2024, there is significant potential to expand trade, especially in high-value agricultural exports.

China

CHINA

COUNTRY OVERVIEW:

Capital: Beijing                                     Head of State: H.E. Xi Jinping

Official language: Mandarin                 Ambassador to Uganda: Zhang Lizhong

Population: 1.4 billion(2024 est.)          Ambassador to China: Judyth Nsababera

Currency: Chinese Yuan (CNY)             Trade Rep. to China: Victor Zhang

GDP: $17.7 trillion (2024 est.)

Time Zone: China Standard Time (GMT+8)

Chinese Embassy in Uganda: Plot 37, Malcolm X Avenue, Kampala

Consulate General of the Republic of Uganda: Guangzhou, China

ECONOMIC OVERVIEW (TRADE RELATIONS WITH UGANDA):

Total Trade Volume (Uganda – China): 

 Top 10 Exported Products from Uganda:

 GENERAL MARKET ENTRY REQUIREMENTS

GENERAL COOPERATION MATTERS:

Trade Agreements and Zero-Tariff Treatment: In November 2022, China granted zero-tariff treatment to 98% of Ugandan goods.

Infrastructure Development: China has been heavily involved in funding and constructing infrastructure projects in Uganda, such as roads, bridges, and energy plants.

Financial Support: China has extended financial assistance to Uganda in the form of loans and grants for development projects.

People-to-People Exchanges: Both countries have organized cultural exchanges, which have promoted mutual understanding and strengthened diplomatic relations.

Trade Missions

In April 2024, a PACEID-led trade and exports delegation made a case for Ugandan products, including roasted coffee, textiles, sim-sim, cassava, and tourism, among others. This aimed to have one of the largest importers of coffee into China, C&D Commodities Company, stock Ugandan roasted coffee in its 20,000 stores across the country.

https://paceid.org/paceid-roots-for-market-entry-of-ugandan-products-into-china/

https://paceid.org/paceid-attracts-investment-in-the-cotton-sector-from-china/

Why China

Uganda needs to export to China primarily because of the massive market size China offers, allowing Uganda to access a large consumer base for its agricultural products, particularly coffee, and other raw materials, which can significantly boost its foreign exchange earnings and economic growth, especially with recent protocols allowing duty-free access to the Chinese market for certain Ugandan goods; additionally, China’s growing demand for commodities like oils and seeds aligns with Uganda’s primary export capabilities, promoting a mutually beneficial trade relationship.

Ghana

COUNTRY OVERVIEW

• Ghana is a democratic republic in West Africa, bordered by Côte d’Ivoire to the west, Burkina Faso to the north, Togo to the east, and the Gulf of Guinea to the south. The capital city, Accra, serves as the political and economic hub of the nation.
• President Nana Akufo-Addo has been serving as the president of Ghana since 2017. He is leading under the New Patriotic Party (NPP).
• Population and Demographics: With a population of over 33 million people, Ghana is one of the most populous countries in West Africa. By 2050, its population is projected to exceed 50 million.
• Language and Diversity: English is Ghana’s official language, complemented by a rich linguistic diversity with over 80 indigenous languages spoken nationwide, including Akan, Ewe, Ga, and Dagbani.
• Economic Significance: Ghana is one of Africa’s leading trade markets, known for its strong economic growth. It has a gross national income (GNI) of approximately 216 billion PPP dollars (2023), driven by industries such as gold mining, cocoa production, oil and gas, and telecommunications.
• Currency: The Ghanaian Cedi (GHS)

 TRADE REPRESENTATION

• Ani Bassey Eyo was officially appointed as Uganda’s Trade Representative to Ghana in December 2024. His role entails development and expansion of trade networks and partnerships, boosting awareness of Uganda’s vast products and increasing Uganda’s export revenue to Ghana.

TRADE HUB

• A Trade hub will launch in Accra, in 2025. The trade hub will serve as showroom, information centre and coffee shop for discovery & sampling of Ugandan products and services including tourism.

WHY GHANA?

• Over the past five years, trade between Uganda and Ghana has been relatively modest. In 2021, Uganda’s exports to Ghana were valued at approximately $105,000.
• In contrast, Ghana’s exports to Uganda were significantly higher, totalling around $3.42 million in 2023.
• The trade balance between the two countries has been in favour of Ghana, with Ghana exporting more to Uganda than vice versa. The specific commodities exchanged between the two nations have not been detailed in the available data.
• Overall, while trade between Uganda and Ghana remains limited, there has been a general increase in trade activities over the past few years.

 Products with the highest export potential

• Black Tea: Ghana’s tea imports stood at over $153 million in 2023, indicating a substantial and growing demand.
• Coffee: Given Uganda’s reputation as a leading coffee producer, there is potential to tap into Ghana’s market, where coffee consumption is on the rise. Promoting Ugandan coffee could cater to Ghanaian consumers seeking quality brews.
• Dried Fruits: The health-conscious segment of Ghana’s population is driving demand for dried fruits. Uganda’s diverse fruit production offers an opportunity to supply this market with dried fruit products.
• Sugar and Confectionery: Ghana imports various sugar products and confectioneries to meet domestic demand. Ugandan exporters can leverage this by supplying quality sugar and related products.
• Processed Meat Products: With increasing urbanization and changing dietary preferences in Ghana, there is a growing demand for processed meat products.

 Milestones

• Ani Bassey Eyo was officially appointed as Uganda’s Trade Representative to Ghana in December 2024.
• A successful flag-off event to mark both countries trade intentions took place in Entebbe, Uganda in December 2024. The event was presided over by His Excellency President Yoweri Museveni.
• On the same day, the Free Zones Export Facility was commissioned and the President launched Uganda’s AfCFTA Implementation Plan.

Nigeria

COUNTRY OVERVIEW

• Nigeria is a federal republic in West Africa, comprising 36 states and the Federal Capital Territory (FCT). Its capital, Abuja, is strategically located at the country’s geographic midpoint and serves as the seat of the Federal Government.
• President Bola Ahmed Tinubu is serving as the 16th and current president of Nigeria since 2023.
• Population and Demographics: With a population of over 236 million people, Nigeria is Africa’s most populous country. By 2050, its population is projected to surpass 400 million, potentially making it the third most populous nation globally, after India and China.
• Language and Diversity: English is Nigeria’s official language, complemented by a rich linguistic diversity with over 500 indigenous languages spoken nationwide.
• Nigeria is Africa’s largest trade market, boasting the highest GDP and population on the continent. Its gross national income (GNI) is valued at 1.387 trillion PPP dollars (2023).

TRADE REPRESENTATION

• Ani Charles-Bassey Eyo was officially appointed as Uganda’s Trade Representative to Nigeria in December 2024. His role entails the development and expansion of trade networks and partnerships, boosting awareness of Uganda’s vast products and increasing Uganda’s export revenue to Nigeria.

TRADE HUB

• A Trade hub will launch in Lagos, Nigeria in Q3 2025. The trade hub will serve as showroom, information centre and coffee shop for discovery, sampling and tasting Ugandan products and services including tourism.
• As we make inroads into Nigeria via Lagos and Abuja, plans are also underway to open a hub in Accra, Ghana in 2025.

WHY NIGERIA?

• Nigeria has been identified as a strategic export market under the African Continental Free Trade Area (AfCFTA) protocols, with significant potential for export growth. Over the past five years, Uganda’s exports to Nigeria have grown substantially.
• The AfCFTA, creates a single market for goods and services across Africa. Exporters can utilize this unique opportunity via AfCFTA to gain entry to Nigeria tariff-free. Nigeria has been at the forefront of initiating tariff-free transactions under the AfCFTA framework and leveraged the agreement to expand its trade networks within the continent.
• Over the past five years, Uganda’s exports to Nigeria have shown a general upward trend. In 2023, exports saw a significant rise to $16.33 million. This growth reflects strengthening trade relations between Uganda and Nigeria, with a notable diversification in the range of exported products.
• Ugandan Exporters are able to fully utilize these opportunities through expanded connectivity with Uganda Airlines, which now operates flights to Lagos and Abuja three times weekly.

Products with the highest export potential

• Milk – UHT and Powdered
• Fish
• Fruits and Vegetables
• Tea
• Coffee
• Staple crops – Wheat, rice, maize and cassava flour

Milestones

• Ani Bassey Eyo was officially appointed as Uganda’s Trade Representative to Nigeria in December 2024.
• A successful flag-off event to mark both countries’ trade intentions took place in Entebbe, Uganda in December 2024. The event was presided over by His Excellency President Yoweri Museveni.
• On the same day, the Free Zones Export Facility was commissioned and the President launched Uganda’s AfCFTA Implementation Plan.
• A significant consignment under the AfCFTA, Guided Trade Initiative Protocols will be dispatched to Lagos, Nigeria in 2025. The shipment will include Liquid Coffee, black and green tea, milk, and fish fillets, and will be transported via Uganda Airlines.