By Kabuye Ronald
The Uganda Coffee Roasters Association (UCRA) has appointed Richard Rugaya of Gorilla Highland Coffee as its incoming Executive Director, with a mandate to boost members’ businesses, expand markets and mobilise up to Shs5 billion in financing for the coffee roasting industry.
Rugaya is expected to steer the association under a proposed 2027–2030 strategic brief that seeks to shift UCRA’s focus from industry representation to delivering measurable commercial benefits to its members.
In a communication to UCRA members announcing the appointment, the association said Rugaya’s leadership would prioritise business growth, increased domestic coffee consumption, access to international markets and the mobilisation of between Shs1 billion and Shs5 billion in financing for member businesses.
The proposed strategy places commercial growth at the centre of the association’s activities, with the new executive director expected to help Ugandan coffee roasters expand their operations and improve their competitiveness.
UCRA said Rugaya would be guided by a results-oriented approach, with his performance appraisal tied to a scorecard focusing on revenue generation, partnership building and market access.
The association added that the incoming executive director had developed a 356-day roadmap outlining activities to be undertaken during his first year in office.
The roadmap is divided into diagnosis, mobilisation and delivery phases, with the aim of identifying challenges facing members, building strategic partnerships and delivering tangible business outcomes.
Rugaya is also expected to strengthen collaboration between UCRA and key players in the coffee value chain, including the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), standards bodies, trade and export agencies, and financial institutions.
The partnerships are intended to help build a more competitive coffee roasting industry by improving access to markets, financing and other business development opportunities.
According to the association, the central measure of Rugaya’s success will be whether members can identify clear commercial benefits from their membership fees.
“Can each member clearly identify a tangible business benefit from paying UCRA dues?” the association stated, describing the question as the ultimate test of his tenure.
The proposed strategic direction signals an emphasis on accountability and practical results, with UCRA seeking to ensure that its activities translate into measurable value for coffee roasting businesses.
Uganda’s coffee sector includes producers, processors, exporters and roasters, with the roasting segment playing a role in adding value to locally produced coffee and expanding opportunities in domestic and international markets.
Rugaya’s tenure is expected to focus on strengthening the commercial position of Ugandan roasters while building partnerships that can support the industry’s growth.
The association welcomed the incoming executive director and expressed optimism that his leadership would help deliver greater business opportunities and strengthen the competitiveness of its members.
