PACEID Releases Annual Performance Report, Celebrates Export Growth and Sets New Ambitions

The Presidential Advisory Committee on Exports and Industrial Development (PACEID) has today released its 2024-2025 Annual Performance Report at a ceremony held at the Sheraton Hotel, attended by a cross-section of stakeholders, including exporters, policymakers, regulators, development partners, private sector actors, and the media.

One of the major milestones reported is the remarkable increase in Uganda’s exports from USD 4.2 billion in 2022 to USD 8.5 billion in 2024. This growth is attributed to strategic interventions, improved coordination across the export ecosystem, and rising global demand for Ugandan products.

The report also identifies key lessons learnt and outlines strategic priorities for 2025 to sustain this momentum, such as improving coordination, expanding market presence, and strengthening data and analytics to inform export decisions.

PACEID Chairman Odrek Rwabwogo reiterated the importance of stakeholder collaboration: “We invited you here to see you and the connectivity of those who support our work, a thankless job. We have zero regulatory authority, but we have partnerships with all of you, which is what matters most.”

He thanked President Yoweri Museveni and the Office of the President for their encouragement and moral support.

Rwabwogo focused on three key ideas:

1. Language, Meaning and Culture: “Everything you do has language around it. Language creates meaning, meaning shapes culture, and culture becomes a way of life. We need to structure language, meaning, and culture around exports, develop one code of language that resonates with farmers deep in rural areas, diplomats, and the international market. This will help us sell better.”
2. Collective Ethic, Vision and Coordination: He emphasized the need for togetherness and coordination to compete effectively on the global stage.
3. Discovery Over Coverage: “It’s not what you cover in life but what you discover.” He called on all stakeholders to innovate and think beyond routine operations.

Looking ahead, PACEID’s focus for the next three years includes:

Establishment of Aggregation Centers in four regions for different products to fulfill larger orders more efficiently.

Increase Market Presence through enhanced communication and features in product-specific trade publications.

Reactivating Trade Agreements with key global markets.

Investing in Data and Analytics to guide export strategy and attract investment.

Rwabwogo urged Ugandans to embrace ecosystem thinking, recognizing that export success depends on coordinated contributions from diverse actors.

Matthew Bagonza, Head of the PACEID Secretariat, emphasized the report’s role in shaping the future of Uganda’s trade strategy: “The 2024–2025 report is a tool for accountability and action. It reflects our commitment to practical, high-impact initiatives that support exporters, investors, and value chain actors across the country.”

Brenda Opus Katarikawe, Director of Markets and Communication at PACEID, explained the committee’s four-pillar operational model: Markets, Standards, Infrastructure, and Export Financing. She emphasized its simplicity and specificity in creating presence in various markets through trade representatives and the establishment of trade hubs.

“Markets involve the use of data, collaboration with exporters, and working closely with partners. Standards ensure that products meet international requirements. Infrastructure supports efficient production and delivery. Export Financing is critical, though it involves complex dynamics that require tailored solutions.”

Maria Bisamaza, Manager of Standards at PACEID, shared insights into the ongoing efforts to elevate the quality of Ugandan export products. She emphasized PACEID’s work on laws governing food safety, plant, animal, and crop health. “A comprehensive Food Law is soon to be presented to Cabinet, aiming to reduce duplication of functions and streamline the export process. This legislation will help exporters better understand requirements, reduce redundancies, clarify overlapping mandates, and build confidence among Uganda’s market partners in areas such as laboratory testing and certification.”

Stakeholders speak out:

Zake Fred, Executive Director, Hortifresh Association: Highlighted the need for improved packaging and branding to meet international standards. He also cited limited access to finance as a key barrier for exporters of fresh produce.

Morris Ongwech, Cargo Manager, Uganda Airlines: We are proud of our partnership with PACEID. They linked Uganda Airlines to Boeing Aircraft Company, and negotiations are progressing. PACEID was also instrumental in negotiations for the Gatwick Airport, London route. This route, launching Sunday, will cut delivery times by half. Uganda Airlines promises better customer service and optimal price structure for our exporters.

Asadu Kigozi Kisitu, Customs Commissioner-Uganda Revenue Authority: As government facilitators of trade, we are ready to serve exporters, our clients. We are working to have a one-stop centre to facilitate clients, to align and streamline trade. We are reengineering processes to make it easy for exporters to operate. We are rolling out a program to sensitive exporters on what they need to know and do to export. This is critical for us as a government. When you look at the state of what’s coming in and what’s going out. It is annoying the amount of money we send out vs the amount we receive. We need to adopt a national conspiracy to promote our own. The government and the private sector are not in competition. We need to work together, advise one another, and we shall be in the global market.

Andrew Matovu, PIBID/Tooke Marketing Manager: PACEID created a pathway for us to the different markets, especially in the USA, because of our product’s gluten-free nature. We also work with the trade representative who was introduced to us by PACEID. We are now working on getting the required certifications. We need to understand these products as Ugandans before others understand them.

Emmanuel Walani, Under Secretary, Office of the President: Thank you, PACEID, for the professionalism and the value of such engagement forums. “The civil service operates by rules, which often stifle innovation. Thank you for not embarrassing us. And thank you for inviting us to witness the release of this report. These interactions are very handy.

Dr. Dan Ssekiboobo, Senior Presidential Advisor-Research, RDC Secretariat, represented Hon. Milly Babalanda, Minister of the Presidency, and the Chief Guest:  I thank Odrek Rwabwogo for pioneering the idea of PACEID. This is indeed a tangible idea targeting a tangible area in this country’s development journey. I am happy about the rich buyer networks PACEID has established. Many people don’t start with markets in mind. But you have spearheaded this drive to have export-ready firms.  I am aware of the support to Ugandan businesses through trade missions, which have yielded tremendously regarding Ugandan products for export. PACEID has created visibility about Uganda, including market research, a deep stick survey on taste and preferences, use of local media to gain knowledge about consumers. We encourage you to keep navigating these murky waters. Thank you for thinking ahead of time for all Ugandans. All nations that have permanently changed the fortunes of their citizens to have emphasized international trade, international cooperation, and global markets. There is no shortcut on this. I join you to celebrate your thoughtful journey of global intentions. This annual report is the mirror of our steps. 

Dr. Ssekiboobo concluded by officially releasing the Annual Report and encouraged PACEID to continuously evaluate its impact.

Present from government were officials from; Office of the President, Ministry of Foreign Affairs, Government Citizen Interaction Centre (GCIC), Uganda Free Zones Export Promotion Authority (UFZEPA), Uganda Revenue Authority, Presidential Initiative on Banana Industrial Development, Ministry of Trade, Industry and Cooperatives, Ministry of Science, Technology and Innovation, Ministry of Finance, Planning and Economic Development, Vision Group, Uganda National Chamber of Commerce and Industry, Immigration and Ministry of Agriculture, Animal Industry and Fisheries.

From the private sector: Private sector: Ug Exim, Avotein Farms, Roofings Group, Hortifresh Association, Afri Shamba Ventures, Thyma Herbs Ltd, Federal Foods Ltd, Private Sector Foundation Uganda, KK Fresh Produce Exporters Ltd, Fresh Cuts Uganda, and Mukwano Group, among others.