Kampala, Uganda – The official launch of Uganda’s participation at the IFEMA Madrid Fruit Attraction Expo 2025 took place at the President’s Office Conference Hall (Twin Tower) in Kampala.
The event marked a significant step toward showcasing Uganda’s fruit and vegetable sector on the international stage, with a focus on improving product shelf life, quality, and production volumes.
Hon. Bright Rwamirama, Minister of State for Agriculture and the event’s Guest of Honour, officially flagged off Team Uganda to represent the country at the expo scheduled from September 30 to October 2, 2025, in Madrid, Spain.
He strongly supported Uganda’s debut at the prestigious event, aligning it with the government’s agro-industrialization policy, which he emphasized as essential for prosperity and increased farmer income.
Hon. Rwamirama highlighted the need for boosting production and productivity, attracting diaspora involvement, encouraging agribusiness investments, and equipping stakeholders to seize business opportunities.
He underscored the critical role of value addition in stimulating agricultural production. Additionally, he urged participants to leverage Uganda’s unique natural beauty and favorable climate to enhance agricultural output, stressing the importance of maintaining high standards in both product quantity and quality.
The launch was coordinated by the President’s Office (Diaspora Affairs) alongside key stakeholders, including private sector representatives, farmers, and exporters. It serves as a precursor to Uganda’s first participation in the IFEMA Madrid Fruit Attraction Expo in 16 years, positioning Uganda to increase market access and foster knowledge sharing.
Ambassador Abbey Walusimbi, Senior Diaspora Affairs Advisor to the President, described the Ugandan delegation as national ambassadors tasked with showcasing the exceptional quality and beauty of Uganda’s agricultural produce globally. Senior Presidential Advisor on Agribusiness and Value Addition Development, Dr. Hillary Musoke Kisanja, emphasized the need for strategic, collective farmer organization and bridging sector gaps through backward linkages to enhance competitiveness and sustain Uganda’s agribusiness potential.
State House Diaspora Unit’s Liaison Officer, Matsiko Topher, reaffirmed their focus on facilitating diaspora contributions toward Uganda’s development by coordinating information flow and offering trade, investment, and business advisory services. Equity Bank representative reiterated their commitment to serving the Ugandan diaspora through accessible banking services and remittance management in multiple countries.
Dr. Geoffrey Arinaitwe, Director of the National Agriculture Coffee Research Institute (NaCORI), underscored coffee’s vital role as Uganda’s leading agricultural export contributing 25% of GDP, with record export volumes of approximately 7.43 million bags over the past year generating over $2 billion in revenue. He encouraged active engagement in promoting Ugandan coffee products at the expo.
Other speakers included Omulangira Juuko Paul of Obutaka Development Forum, who affirmed Uganda’s readiness to showcase some of the world’s best fresh fruits; Meg Hilbert Jaquay, Managing Director of Jakana Foods Uganda, emphasized building a unique brand by focusing on key brand elements and innovative product lines to strongly position Uganda at the global IFEMA Madrid Fruit Attraction Expo. Racheal Bagumira of Ambr Products and Services Limited, who highlighted farmer challenges and efforts to improve market linkages; and Charles Ssempijja from Youth Platform Africa, illustrated Uganda’s agricultural potential.
Uganda Investment Authority’s Ndagire stressed their role in promoting and licensing investments domestically and globally, collaborating with government agencies to position Uganda as a top investment destination. The Uganda Printing and Publishing Corporation pledged to promote awareness via the “Invest in Africa” magazine to support Uganda’s diverse economic sectors.
In the closing remarks, Denis Patrick Katungi, Acting Executive Director of the Uganda Media Centre, highlighted the centre’s role in disseminating information to ensure government representation and praised diaspora contributions. He commended organizers and pledged ongoing government support for agricultural promotion initiatives.
The launch ceremony concluded with cultural performances celebrating Uganda’s heritage, attended by representatives from the State House Anti-Corruption Unit, Uganda Tourism Board, Ministry of ICT, Inspire Africa, and others, underscoring broad institutional support for Uganda’s presence at IFEMA.
Overall, the event laid a strong foundation for improving shelf life, quality, and production numbers in Uganda’s agricultural sector, with concerted efforts to boost exports, attract diaspora and investor participation, and elevate Uganda’s profile on the international fruit and vegetable market at IFEMA Madrid Fruit Attraction Expo 2025.
