Uganda has today, Tuesday, May 20, 2025, flagged off the first large-scale shipment of roasted, ready-to-drink coffee to the Republic of Serbia, a landmark moment in the country’s drive for value addition and export diversification.
The flag-off ceremony took place at the Uganda Coffee Marketing Board premises in Bugolobi and brought together key stakeholders from across government and the private sector, including representatives from the Ministry of Science, Technology and Innovation, Ministry of Trade, Industry and Cooperatives, Uganda Revenue Authority, Uganda Free Zones and Export Promotion Authority, Uganda EXIM, and international partners.
Odrek Rwabwogo
Odrek Rwabwogo, the Chairman of the Presidential Advisory Committee on Exports and Industrial Development (PACEID), has emphasized the importance of Serbia as a new frontier for Uganda’s value-added products. “This is why we must work with partners who understand their markets. I thank Mr. Borris Stojkov for his deep commitment to Uganda; he’s sacrificed family time and invested heavily to make this dream a reality.”
He urged Ugandans to open their minds to new markets and opportunities: “There are other places in the world beyond our traditional trade partners. Serbia allowed us to reactivate our 1963 trade agreement, and we signed the Joint Commission for Trade Cooperation in October 2024.”
Some of the government officials during the ceremony
Rwabwogo also thanked President Yoweri Museveni for his vision and gospel of value addition and Dr. Monica Musenero, Minister of Science, Technology, and Innovation, for her leadership on value addition: “She has always taken risks and backed innovation.”
Mr. Borris Stojkov, Director of Yugo-Vic SMC Ltd, the company exporting the coffee, commended Uganda’s leadership for creating an enabling environment. “This is a proud moment for me. Without PACEID’s coordination and the President’s vision, we wouldn’t be here today. Thank you all.”
L-R: Borris Stojkov, the Serbian investor looks on as his coffee roasting partner Andreas Nicolaides of Great Lakes Coffee makes his remarks
Mr. Andreas Nicolaides, Director of Great Lakes Coffee and roasting partner, emphasized the importance of branding and packaging for international success. “This shipment breaks the myth that Ugandan coffee can’t meet global standards. It’s just the beginning. Challenges exist, but the potential is undeniable.”
The coffee to Serbia has four blends, which are the Crane Blend 13,000 kg 100% Robusta, the second is Lion Blend 1,000 kg 80% Robusta + 20% Arabica, the third is Gorilla 1000 kg 70% Arabica + 30% Robusta and the total to 15,000kg with Sales Value: $16.50 p/kg.
He also applauded Dr. Musenero for her support during the two years of research and development that led to this milestone. “To get here, we needed constant research, testing hundreds of coffee profiles, and innovation. Uganda can compete if we put in the work.”
Dr. Monica Musenero loading boxes of roasted Uganda coffee on the container
In remarks delivered by Permanent Secretary Lynette Bagonza, Gen. Wilson Mbasu Mbadi, Minister of State for Trade, Industry and Cooperatives, said: “Today marks a significant milestone in Uganda’s journey towards economic diversification and global market integration, the commencement of our coffee exports to Serbia. I commend PACEID, led by Chairman Odrek Rwabwogo and Mr. Bratislav Stoiljkovic, our trade representative in Serbia, for working tirelessly to make this possible.”
Ministry of Trade Permanent Secretary, Lynette Bagonza delivered Gen. Wilson Mbadi’s remarks
“The shift from exporting raw to processed coffee presents a significant economic opportunity for Uganda. While unprocessed coffee sells for approximately $2.50 per kilogram, processed coffee can fetch up to $40 per kilogram. This transformation not only enhances the value of our exports but also creates employment opportunities within the coffee processing sector, contributing to rural development and poverty alleviation.”
Dr. Monica Musenero described the shipment as a symbol of four key shifts:
Industrial transformation: “We’re no longer just exporters of raw materials. This container shows what Uganda can produce—this is only the beginning.”
Breaking traditional structures: “Let’s not box ourselves in. If we can think it, we can do it.”
Use of technology and innovation: “We are already thinking of how to improve the next shipment. Technology is central.”
Rise of resilient, relentless entrepreneurship: “We must stop being role-fillers in government. We need entrepreneurs with vision and drive.”
“This container carries more than the aroma of coffee—it carries the story of Uganda’s transformation. May it mark the dawn of true industrial development. The future is not inherited; it is built.” Dr. Musenero concluded and proceeded to flag off the container.
Hez Alinda Kimoomi, Executive Director Uganda Free Zones and Export Promotion Board
Present to witness the flag off were: Cleopas Ndorere- Commissioner for External Trade at the Ministry of Trade, Industry and Cooperatives, Hez alinda- Executive Director of Uganda Free Zones and Export Promotion Authority, Dr. Peter Ngategize- Board Chair Uganda Exim Ltd, and officials from Uganda Revenue Authority, Housing Finance Bank and Ministry of Agriculture, Animal Industry and Fisheries.