Uganda will make its first appearance at the Fruit Attraction Expo in Ifema Madrid, scheduled from September 30 to October 2, 2025. The event is one of the world's largest fresh produce trade fairs and will serve as Uganda's debut on the global stage.
The country's participation is being coordinated by Prince Paul Kingsley Juko, founder of the Obutaka Development Forum, a non-profit platform focused on expanding Uganda's economic presence. Juko noted that while countries such as Kenya, Rwanda, and Egypt regularly attend, Uganda had not previously been represented. He secured a booth for Uganda and gained support from the Government of Uganda through Abbey Walusimbi, Senior Presidential Advisor on Diaspora Affairs.
Team Uganda will include representatives from the Ministry of Agriculture, the Uganda Investment Authority, financial institutions including Equity Bank and DFCU Bank, and senior government advisors.
At the official launch, Bright Kanyontore Rwamirama, Minister of State for Agriculture, Animal Industry and Fisheries, emphasized the country's agricultural potential. "Uganda is sitting on gold in agriculture," he said, while urging farmers to explore opportunities such as fish farming and underlining the importance of meeting international quality standards.
Uganda currently leads East Africa in fruit and vegetable production, but has not fully converted this capacity into export growth. At the expo, Uganda will focus on promoting its fruits and vegetables, particularly sweet pineapples. A new agriculture and investment magazine will also be unveiled in Madrid to highlight the country's agribusiness potential.
Juko described the initiative as "a declaration of Uganda's national ambition, a bold statement to the world that Uganda is ready to showcase on the global stage." Walusimbi, however, pointed to production and quality challenges that must be addressed to meet international market requirements.
The government has acknowledged these gaps, with Rwamirama highlighting the need for investment in agricultural production, quality control, and export readiness. Officials view Uganda's debut in Madrid not only as a showcase but also as a step towards building capacity for greater participation in international markets.
Source: Nile Post