The Presidential Advisory Committee on Exports and Industrial Development (PACEID) has been instrumental in driving the growth of the country’s export revenue. Since its inception, March 16, 2022, its strategic initiatives and effective decision making have helped our nation expand its presence in international markets, leading to a significant increase in export volumes.

The committee is tasked with improving Uganda’s foreign earnings to USD 6BN in the next five years and USD 100BN in 2062 from the prioritized thirteen (13) key products; Coffee, Tea, Fruits & Vegetables, Beef, Dairy, Vanilla, Grains, Sugar, Fish, Banana Flour, Flowers, Tourism, Cement and Steel. 

Under the stewardship of Chairman Odrek Rwabwogo, who doubles as the Special Presidential Advisor-Special Duties (SPA-SD), PACEID advises President Museveni on the strategic and systematic interventions aimed at accelerating exports growth and industrial development for national transformation.

PACEID, which aims to increase the competitiveness of Ugandan products and diversify Uganda’s export base, has enabled Ugandan companies to reach new markets and enhance their visibility on the global exports map.

Business Unusual

Under this module of disrupting the usual style of operation, as a new approach to export markets, PACEID in partnership with various stakeholders has rolled out a succession of trade, investment and tourism summits hosted in various countries within the East African region, rest of Africa and the world to identify off-takers of the 13 priority exports. The committee does not just look for new markets, but rather do it aggressively, intentional with every member mentally invested to ensure that these markets are fulfilled. So far, PACEID has organized close to ten of such trade missions in Democratic Republic of Congo (DRC) where Uganda exported USD 267.19 million worth of goods as of two years ago, according to the United Nations COMTRADE database on international trade. South Sudan in July 2022, UK in September 2022, US in December 2022 and South Africa in February 2023 are some of the other markets where PACEID made a strong case for Uganda’s exports and appointed a Trade Representative (TR) in each of those. Some Ugandans might be thinking of this as a waste of money but fact is that these TRs are not paid a single shilling. They are selected for their independent personalities, passion and interest in promoting Uganda’s products and services but most importantly, they believe in the vision Chairman Rwabwogo has for Uganda’s exports and economy in general.

At these summits, exporters and trade experts partake in panel discussions, exhibitions and B2B sessions where participants from the public and private sectors network, share opportunities and identify strategies to position Ugandan products and services internationally and attract potential investors to Uganda. TRs provide technical expertise to help Uganda penetrate new regional and international export markets.

Unlike before, PACEID is playing a crucial role in lobbying for favorable trade agreements and policies. By engaging with government bodies and negotiating at international forums, the committee has successfully advocated for reducing trade barriers that have been hindering the free movement of Ugandan products, ultimately providing a conducive environment for our exporters to thrive.

PACEID, together with Uganda’s Trade Representative in Serbia, Mr. Bratislav Stoiljkovic, went a step further at the recent mission and set up a Uganda Trade Hub ‘Uganda Connect’ in Serbian capital Belgrade. The Hub, located in state-of-the-art central neighborhood Belgrade Waterfront, features a Ugandan coffee shop and market place for our fresh fruits and vegetables that Serbians cannot seem to get enough of and is an information centre for many who did not know about Uganda and its great tourist destination sites.

Yes, Serbia might be an emerging market economy in the upper-middle income range but what makes it strategic is that it is a gateway to the eleven countries in the Balkan region (south Eastern Europe) with a combined GDP of 100 Billion Euros. Serbia, because of its weather (mostly winter), consumes coffee worth 1billion Euros thanks to their extensive coffee consumption culture.

Uganda Connect hub in Serbia is the first of similar outlets that will be opened in several export markets to accelerate entry of Uganda’s products in key markets in the region and beyond.

Last month, Mr. Clive Hunter from the UK Trade Representative office was in Uganda for two weeks on a fact-finding mission engaging key public and private stakeholders along the value chain, doing buyer assessment on the different export companies to establish their capacity to supply the key commodities identified by the buyers such as macadamia, cashew nuts, ground nuts, fruits and herbs and their capacity to meet the quality requirements for the UK market, home to some of the world’s largest retailers in the world.

Through PACEID, Uganda has been able to establish itself as a reliable supplier of various commodities such as coffee, tea, and horticulture produce. Through trainings in partnership with United Nations Development Program (UNDP), exporters have been able to improve the quality and standards of Ugandan products, making them more attractive to international buyers. This has in turn, slowly but steadily, boosted the confidence of international buyers in Ugandan products, leading to increased demand and exports.

By providing guidance and support to local industries, PACEID has facilitated the development of export-oriented sectors, including agriculture, manufacturing, tourism, and services that are enabling Uganda to establish itself as a competitive player in the international market.

The committee works closely with various stakeholders, including government agencies, businesses, and development partners, to identify export opportunities, address barriers, and develop policies that promote trade and industrial growth.

PACEID has also been instrumental in attracting foreign direct investment (FDI) into Uganda by encouraging the establishment of export-oriented industries, leading to increased production and exports.

Overall, PACEID’s initiatives and strategies have been vital in putting Uganda on the global export map. The committee’s efforts have helped to enhance Uganda’s export competitiveness, attract investment, and promote market diversification, thereby contributing to the country’s economic growth and development.

“We are creating a new pathway for Uganda’s trade by going on the market from the farm through one shipper into supermarkets of another country. Uganda hasn’t been able to do this in the past because of issues of standards, certifications, quantities and funding. This is a new way and we should not make mistakes because this will cost us jobs and tarnish our country’s image. We are encouraging consortiums or clusters of coffee, dairy, tourism, beef, fruits and vegetables and those who can come together to strengthen supply, quantities and deal with sustainability issues. If we don’t act together, each of these companies is too small to do anything on the market.” says PACEID Chairman Rwabwogo.

One of the key achievements of the committee has been its focus on identifying emerging opportunities and promoting the export of high-value products. Through extensive market research and analysis, the committee has identified niche sectors where our nation has a comparative advantage and encouraged businesses to explore these untapped markets. This strategic approach has not only diversified our export portfolio but also helped us reduce our reliance on traditional sectors.

Chairman Rwabwogo has time and again labored to explain that exports can’t happen unless you have infrastructure because improving infrastructure is crucial for enhancing international trade and boosting economic growth. It is upon this background that PACEID has a strong partner in Uganda Airlines which has done tremendously by opening direct routes to new markets that Uganda is looking to take advantage of. In the past two weeks alone, Jennifer Bamuturaki and her team launched the Entebbe-Mumbai where the national carrier will be flying to India thrice a week, a move that is highly appreciated by exporters. Uganda Airlines also launched the Entebbe-Lagos route which opens doors for Ugandan products into the Nigerian market whose GDP is expected to hit USD 489.80 billion by the end of 2023, according to Trading Economics global macro model and analysts’ expectations.  

For this, PACIED is pleased that its message on developing of export infrastructure, routes, standards/compliance and markets is catching on. Uganda has a wealth of products and talent that deserve global recognition. PACEID is proud to partner with local businesses/private sector to promote Uganda’s exports and unlock new opportunities in international markets.

Let’s showcase the best of Uganda to the world.

Uganda Airlines, on Thursday October 19, 2023, made history with its first ever direct flight from Entebbe International Airport to Lagos, Nigeria, landing at Murtala Muhammed International Airport.  

Lagos becomes Uganda Airlines’ thirteenth (13^th) destination. This new direct route is expected to open up more trade and investment opportunities between Uganda and Nigeria.

There were extraordinary scenes as the Uganda Airlines team led by Captain Isaac Ogoyi skillfully navigated the skies on the national career’s inaugural flight. United Nations Development Programme (UNDP) partnered with Uganda Airlines on this milestone. Uganda Airlines hailed UNDP team for their dedication to enabling trade, investment and tourism in Uganda.

Uganda Airlines CEO Jennifer Bamuturaki says the aim is to open more routes on the continent to enhance efficiency, and expediting transit of both passengers and commodities every Sunday, Monday and Thursday. This development comes after the two countries signed a Memorandum of Understanding in August.

She highlighted the impact of this air brigade not only in Nigeria but across Africa, “Our Entebbe-Lagos flight is the gateway to immense opportunities. It connects Uganda and Nigeria through business, tourism, culture, entertainment and more.”

UNDP Uganda Resident Representative Elsie Attafuah expressed her excitement at the milestone saying, “This is an exciting opportunity for us to connect more within the continent and create more opportunities for trade. This is an airbridge for trade, for jobs, for wealth creation, and for ensuring Africa takes its rightful place in the global world.”

The decision to introduce a direct flight from Entebbe to Lagos comes as Uganda Airlines strives to expand its network and increase connectivity within Africa. With the new route, travelers will now have easy access to one of Africa’s most populous and vibrant cities.

Mr. Odrek Rwabwogo, Chairman of the Presidential Advisory Committee on Exports and Industrial Development (PACEID) has applauded Uganda Airlines CEO Jennifer Bamuturaki and her team for the initiative. “This new direct route to Nigeria has significant implications for promoting exports and enhancing trade relations between the two countries. The new route offers immense opportunities for Ugandan businesses to expand their export activities into one of Africa’s largest economies.” Noted Rwabwogo.

He further notes that Ugandan products, such as agricultural commodities, textiles, handicrafts, and processed foods, have a competitive advantage in terms of quality and uniqueness. “With the direct connection, these goods can now reach Nigerian consumers and businesses more quickly and reliably. This increased accessibility will raise the profile of Ugandan exports in Nigeria and pave the way for stronger bilateral trade ties.”

H.E. Ismael Ayobami Alatis, Nigerian High Commissioner to Uganda has encouraged Ugandans to visit Nigeria and take advantage of the incredible market potential that is there.

The move reinforces Uganda Airlines’ commitment to becoming a leading carrier in the region. Since its relaunch in 2019, the airline has steadily expanded its network and upgraded its fleet, which now includes two brand new Airbus A330neo aircraft. The addition of the Lagos route is another milestone in its ambitious growth plans.

The launch of the direct flight comes at a time when African nations are seeking to boost intra-African trade under the African Continental Free Trade Area (AfCFTA) agreement. The AfCFTA aims to create a single market for goods and services across the continent, fostering economic integration and enabling African countries to trade among themselves more easily.

The direct flight will also provide a convenient connection for passengers traveling from other parts of the world. With Entebbe International Airport serving as a regional hub, passengers from Europe, the Americas, and Asia can now easily reach Lagos with a seamless transfer in Uganda. This will undoubtedly boost Uganda’s standing in the global aviation industry and further enhance its reputation as a gateway to Africa.

Uganda Airlines will operate flights to Nigeria three times a week with flights on Mondays, Thursdays and Sundays, using its 258-seat state-of-the-art Airbus A330-800neo.