Business & Management
Makerere Presents Nepal’s Community Forest Management Model to Government Agencies
In 2023, the Ugandan team comprising Dr. Peter Babyenda of Makerere University EfD-Mak Centre, Christine Mugyenyi and Rukundo Tom from the National Forest Authority went to Nepal to study the Community Forest Management Model. The study tour was funded by EfD Global Hub and the National forestry Authority Uganda.
The study tour was one of the activities of EfD Forest Collaborative Peer Learning Project on Community Forestry aimed at deepening the understanding on community-based forestry management and sharing ideas and experiences regarding forestry among the participant countries.
This study was timely given the current efforts by Ugandan government to increase the forest cover to 24% by 2040. Through community forest management, the people of Nepal have been able to increase their forest cover to 45% from 29% in 1992.
As such, Nepal provides a practical example of how the community can be empowered to manage forests and significantly contribute to the general growth of forest cover in the county. The leadership of the forest user groups also act as training ground for the national leadership and as a result, the national leadership also participates in the sustainable utilization of forests.
Nepal presents an interesting scenario demystifying practices in many other countries where local people are seen as enemies of forests. Through Community Forest User Groups (CFUG), Nepal’s model demonstrates how local people, are at the forefront of protecting forests in Nepal.
The experiences from Nepal should act as the guide to successful forest management in other countries including Uganda. In addition, the study tour was informative with vast knowledge attained from different stakeholders on implementation of community forestry.
The study tour involved meetings with the different stakeholders, field visits in some of the community forests and experiencing the Nepalese culture through visiting religious and cultural sites. The 5 days program was under the guidance of the Forest Action – Nepal and coordinated by Professor Randy.
The tour started with the visit to Kalopani Community Forestry User Group (CFUG), which is in a mountainous site in Kavre District. The team visited a second CFUG on the way to our meeting with the Kavre Divisional Forestry Office, which has jurisdiction over Kalopani CFUG. The team also visited Kavre Divisional Forestry Office and held discussions with the Dean of the Tribhuvan University Institute of Forestry.
EfD-Mak centers disseminates study findings to government agencies
Research fellows from EfD-Mak centre from Makerere University on 27th February 2024, went to the Ministry of Water and Environment to disseminate information on lessons learnt from Nepal’s community forest management.
The workshop hosted by the ministry’s headquarters in Luzira, was attended by over 30 forestry officials from government ministries, departments and agencies including the National forest Authority, Uganda world life Authority and National Environmental Management Authority.
While officially opening the workshop on behalf of the Permanent Secretary Ministry of Water and Environment, The Commissioner, Environment Sector Support Services Stephen Mugabi hailed the EfD Mak center for the continued partnership that was initiated with the ministry.
Noting that the mandate of managing the environment lies within the ministry, Mugabi said it was the right decision that the centre decided to link up with the ministry.
“When you generate information and you don’t share it, and archive it, it will not be useful. Once information is disseminated and gets to the stakeholders, they get knowledge that is then transformed into action. And the moment knowledge is transformed into action, then we see the knowledge changing livelihoods of communities”, He explained adding that:
“Today you have been recruited as ambassadors of the EfD-Mak Centre. You are receiving information how people in Nepal manage their forests and we expect you to disseminate it further to the people whom you live with.” Mugabi emphasised
Mugabi expressed the need for participants to understand the definitions of a community forest away from the standard definition of a forest on grounds that the way the community understands the forest is far different and has many values attached.
The Director EfD-Mak centre who is also Director, Directorate of Makerere University Graduate Research and Training Prof. Edward Bbaale appreciated the EfD Global hub funded by Sida, for sponsoring the Peer Learning Project for Community Forestry for policy makers and researchers, with a visit to Nepal.
“Today marks a significant moment as our colleagues share insights from their visit to Nepal’s community forest model, a success story empowering communities to manage nearby forests sustainably.
Nepal’s model granting legal rights to use and manage forest resources, stand as an exemplary solution against deforestation – a lesson we find particularly relevant given Uganda’s challenges”, Bbaale said.
Prof. Bbaale also noted that with 70% of the total forest cover under private land and the prevalent use of firewood and charcoal, Uganda faces alarming rates of forest losses.
“The presentation today is timely source of inspiration for policy makers and researchers, demonstrating the positive impact of involving local communities in decision making and forest management, addressing both environmental concerns and social inequalities,” Bbaale stressed.
He extended gratitude to the Ministry of Water and Environment for hosting the engagement at their headquarters and commended the enduring collaboration between EfD-Mak Centre and the Ministry.
Bbale also extended appreciation to the ministry and government for supporting the Inclusive Green Economy program for senior public servants. The Director, Stephen Mugabi represents the Ministry on the EfD-Mak Advisory Committee. The ministry appointed Commissioner Moreen Anino on the first cohort of the IGE fellows.
Uganda’s Inclusive Green Economy Engagement Specialist and research fellow Dr. Peter Babyenda said, in 2023, the team went for a study tour in Nepal to learn on the successful community forest management practices that Nepal had employed to increase their forest cover 29% in 1990 to 45% in 2013.
Contrary, Uganda’s forestry cover has decreased from 24% in 1990 to now 13% and, in 2010, the forest cover had further decreased to 9%.
He said, it was deemed appropriate to share the study findings with the ministry’s agencies who hold the country’s natural resources in trust of the people of Uganda.
“We learnt that that once you organise the people, tell them what to do and the importance and gains from the forest, they will take care of the forest, and if you do something detrimental to the forest, you are punished as a community member.
Communities that stay near forests have records of everyone including their photos and they will get to know who does what. They have a well organised inclusive leadership comprising 50% men and female, very transparent with books of accounts that are audited.
We even visited the university that trains leaders so they do capacity building of their leaders together with the department of forestry and wild life and ministry of forestry”, Babyenda explained.
Nepal has about 22,000 community forest user groups benefiting about 2.9million households. The community manages about 2.2million hectares of forest.
Babyenda reported that the community forest management model in Nepal has contributed to forest restoration and made it easy to mobilize the community to ensure that degraded forests are restored. This , he added was evidenced by the increase in the forest cover from 29% in 1992 to the current 45%.
The model according to Babyenda, has contributed to community infrastructure and livelihood benefits because CFUGs are used as a vehicle to community development evidenced by several community development projects seen.
Further, Babyenda explained that not only does Nepal’s model contribute to ecosystem functioning and protection, it has contributed to mitigation and adaptation to climate change largely, due to the maintenance of forests that absorb carbon but also regulates temperature.
“The model contributes to household income generation through the sale of forest products in a sustainable way. The households are aware of the consequences of mismanaging forests and thus utilize them in a sustainable way.
This is commendable and other countries like ours need to take lessons”. Babyenda noted and commended Nepal for the inclusive leadership with at least half of the leadership of the user groups being female.
Key Lessons from Nepal’s Community Forest Management Model for Uganda
The existence of a legal body, (FECOFUN- Federation for Community Forestry Users, Nepal) has enabled voicing the rights of community adjacent groups. The CSO has played a very important advocacy role on the rights of women, elders, and marginalized groups. It has also played an important role of influencing forest related polices in Nepal.
UNETCOFA a CSO was established in Uganda in 2006, to unite CFMs but lacked legal barking and has not done much work in relation to CFM networks. The lesson learnt is to involve the Ministry of Water and Environment to revive UNETCOFA.
FECOFUN has created a strong network with the CFUGs, and this enables the groups implement their roles and responsibilities which has minimized non-compliance to the operational plans of the community forests. Commitment by the CFUGs households to protect, restore and conserve forests has largely been informed by previous calamities like earthquakes and floods which is not the case for Uganda.
Value addition on forest products like timber, fodder and herbs has increased the income and created some jobs for the CFUGs.
Community Forestry in Nepal has thrived on many different models for instance knowledge production and knowledge use in forestry and the presence of homogenous society. Improving livelihoods where forest conservation meets the demands of local communities provides an overall incentive for sustainable conservation including safeguarding essential ecosystem services.
Having a dynamic, diverse, and respected leadership within community groups increases chances of success as is the case for some CFUGs in Nepal. Involvement of women in use of forest resources recognizes the importance of having women represented in decision- making and giving women a voice has allowed them to actively participate in conservation activities.
Benefit sharing through wealth ranking to target the poor for support is very key and can minimize elite capture. In addition, sharing of benefits/ income accrued from sale of forest products in percentages for instance 25% is invested in forest management was a key lesson to learn.
CFUGs coordination with local government to put up infrastructural development like schools or road construction from the income attained from the sale of forest resources was a key lesson learnt.
Community Forestry has contributed to ecosystem functioning through provision of fresh water supply to the households and for agricultural purposes. Most forest adjacent communities in Nepal access piped water from the forest for both domestic uses including watering animals and irrigation of crops. This has enabled conservation of water sources and regulation of waste discharge.
Alternative energy/ biomass source in Nepal is at 60%. People are increasingly using LPGs, electricity, petroleum gas etc. This has decreased fuelwood usage in Nepal. The lesson is that GoU need to reduce costs of gas and electricity to enable less dependency on fuelwood from forests.
Activities implemented during the study tour
Babyenda reported that, activities implemented during the Nepal study tour involved meeting the Federation of Community Forest Users Nepal (FECOFUN) executive members during which it was noted that FECOFUN was founded and legally recognized in July 1995 as a social movement organized which later became a civil society organization. It was formed after the legal recognition of Community Forestry in Nepal in 1992 and realization for the urgency to advocate for the rights of the people. It is established in all the 77 districts in the country with over 22,000 Community Forest User Groups are affiliated to FECOFUN and managing 2.2m ha that is; 25% of the forest cover which is contributed under community forestry of the overall forest cover of 45% with 2.9million H/Hs benefiting from community forestry.
The team also held a meeting with the departments of Forests and Soil Conservation-Nepal and Department of National Parks and Wildlife conservation. The forest management model indicated that Community Forests are part of the National Forests handed over to the traditional users for its conservation, utilization, and management guided by the Forest Act, 2076(2019AD), Forest Regulation 2079 (2023AD) and community guideline 2071.
The department guides the CFUG in facilitation done through formation of forest user groups and implementing biological diversity, conservation and climate change adaptation related activities and Legal support through identifying, developing, and managing potential forest areas in accordance with the prevailing laws, rules and policies, Community Forest user group registration and Community Forest handover.
Babyenda said the team made field visits to Kalapani community forest and in Shiba Community Forest and the CFUG members. The Community members mainly utilize forest resources like firewood, fodder, grass, timber, and medicinal plants and performs various roles.
In a meeting at the Institute of Forestry- Nepal with the Dean of forestry and the college staff. Babyenda explained that they shared information on Community forestry on how Community forestry has contributed to forest restoration, community infrastructure and livelihood benefits and ecosystem functioning among others.
Detailed report on study findings is attached.
Jane Anyango is the Communication Officer EfD Uganda
Business & Management
Brewing Innovation: 9th Annual Youth Expo showcases enterprises in Uganda’s coffee value chain
By Ritah Namisango and Monica Meeme
On 17th October 2025, the Makerere University Freedom Square was a beehive of activity as over 600 students from the College of Business and Management Sciences (CoBAMS) participated in the 9th Annual Innovation and Youth Expo.
Organized by the Makerere University Entrepreneurship and Outreach Centre, the 2025 Innovation and Youth Expo, focused on Uganda’s most strategic Agricultural sector – COFFEE.
Under the theme, Brewing Prosperity: Youth Entrepreneurship in Uganda’s Coffee Value Chain, student entrepreneurs exhibited more than 300 innovations including youth coffee brands, brewing demonstrations, agri-tech prototypes, live cupping sessions, among others.
The Youth Expo focused on amplifying youth-led innovations across the entire coffee value chain—from farm to cup, providing a hands-on, interactive platform for young entrepreneurs to exhibit their products, prototypes, and business ideas, while engaging directly with industry stakeholders.
By placing the youth at the center of the value chain, the Youth Expo demonstrated the untapped potential of innovation, creativity, and enterprise among Uganda’s next generation of entrepreneurs.
Student innovations for real-world impact:
The Director of the Makerere University Entrepreneurship and Outreach Centre, Dr. Sarah Bimbona, urged students to view their innovations not just as academic projects, but as the starting point for real-world impact.
“These innovations should not just end here or be seen as projects for marks. Continue nurturing those dreams, take them further, and make them a reality,” she advised.
She recognized the critical role of faculty and mentors, specifically appreciating them for their tireless support in guiding students through their innovation undertakings.
Dr. Bimbona emphasized the importance of linking academic learning with practical enterprise, highlighting that student-led innovations have the potential to create meaningful economic and social change.
Students encouraged to embrace entrepreneurship:
The Dean, School of Business, Associate Professor Godfrey Akileng specified that entrepreneurship is one of the flagship initiatives of the College of Business and Management Sciences. He encouraged the students to seize the moment. “This is your opportunity to showcase your innovations, to interact with industry players, and to change your mindset from job-seekers to job creation,” he said. “Let the entrepreneurship Expo awaken a new spirit in you-one that says-yes, I can make it.”
Associate Professor Akileng cited the story of Bill Gates as an example of what determination and innovation can achieve, reminding the students that greatness often starts from simple beginnings. “There is no reason we cannot build something extraordinary from coffee and other local products,” he stated, emphasizing the value of entrepreneurship in national transformation.
The Dean, School of Business, expressed deep appreciation to the industry partners for their collaboration and generosity. “You have invested time, knowledge and financial support to be here. Thank you for supporting the Entrepreneurship Congress and Expo,” he remarked.
BRAC Uganda participates in the Expo:
The Communications Officer of BRAC Uganda, Ms. Barbra Ampaire, stressed that BRAC aims to equip youth with the tools and knowledge to discover and maximize their potential.
“We have supported thousands of youth through tailored programs in areas such as tailoring, livestock farming, agribusiness, financial literacy, and value addition. These initiatives are supported not just with training, but also with seed capital, equipment, and ongoing mentorship,” she said.
Ms. Ampaire noted that Makerere University, being a hub for students and young innovators, aligns perfectly with BRAC’s focus on empowering youth while they are still developing their ideas and ambitions.
A case for domestic consumption and local processing:
One of the participants from the BRAC Scholar Transition Fund, Mr. Godwin Birungi, emphasized the need for domestic consumption and local processing, highlighting that exporting raw coffee reduces employment opportunities and stunts economic growth.
“When we consume and process our coffee locally, we not only improve public health, but also create jobs and stimulate our economy.”
He encouraged young entrepreneurs to embrace patience, maintain consistency in their efforts, and stay focused on their goals, emphasizing that building a successful and sustainable business is a gradual process that requires dedication and resilience.
“Building a sustainable business takes time. Many successful entrepreneurs spent over a decade before making a profit. Find your passion, refine your strategy, and stay the course.” he said.
Student entrepreneurs speak out:
The Marketing Manager of Victory Cakes students’ enterprise, Ms. Keziah Nasenga, explained that the team offers two main product variations including coffee cupcakes with icing and those without, catering to different customer preferences.
She noted that the cupcakes are crafted using brewed coffee mixed with hot water, then blended with traditional baking ingredients such as flour, vanilla, and other flavor-enhancing components.
A student from the Ring Hair Stimulator group, Ms. Martha Alwe, said their product is a premium hair care solution designed to promote healthy hair growth, prevent breakage and hair loss in women, and enhance beard growth in men through a specialized beard oil.
“The full product line includes beard growth oil, hair shock treatment, hair spray, leave-in conditioner, and hair growth shampoo each carefully developed to address a wide range of hair care needs with quality and effectiveness,” she said.
The Marketing Manager of the team of Coffee Cupcake, Ms. Catherine Nasaazi, explained that the shampoo is enriched with sodium benzoate, tea tree oil, and other ingredients.
Precursor to the Youth Expo:
The 3rd Uganda Entrepreneurship Congress held on 16th October 2025 at Makerere University Yusuf Lule Central Teaching Facility Auditorium, provided a perfect transition into the 9th Annual Makerere University Youth Expo held on 17th October 2025 at the Freedom Square.
During the Uganda Entrepreneurship Congress, students listened to lived experiences and case presentations from young, mid-level and senior entrepreneurs. The panelists who discussed topics on Market Readiness, Value Addition and Story Telling, as well as, Financing the Future, enlightened the students and upcoming entrepreneurs to creating impact, access to markets and capital, and breaking the barriers in a competitive world.
The students gained valuable knowledge from the Chief Guest-Mr. Odrek Rwabwogo, Chair of the Presidential Advisory Committee on Exports and Industrial Development, and the Keynote Speaker- Mr. Moses Nyabila, CEO of aBi Development Ltd.
Mr. Rwabwogo challenged the young entrepreneurs to think beyond Uganda’s borders, when he highlighted that true entrepreneurship lies in producing goods that can compete on the international market.
“When you build a business that can sell in another person’s market, you are a hero or heroine because what you have done is disrupting the status quo, which praises imports over exports. In this country, for instance in Kikuubo business area, you hear statements such as my container is about to reach Uganda, and not my container is leaving the yard in Uganda and is taking avocado to Spain or another country. I want the language to change.”
Partners of the Uganda Entrepreneurship Congress and Youth Expo: Makerere University (Mak), Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), National Coffee Research Initiative (NaCORI), BRAC Uganda, Tooke, Mastercard Foundation Scholars Program at Makerere University, Vision Group, Mountain Harvest, Pepsi, Rainforest Alliance, Sumz, and the Banana Industrial Research & Development Centre.
Writers: Ritah Namisango, Principal Communication Officer at Makerere University & Monica Meeme, a student of Bachelor of Journalism and Communication at Makerere University.
Business & Management
Makerere University Young Entrepreneurs urged to prioritize value addition to enhance their innovation
![[L-R] Dr.Godfrey Akileng - Dean School of Business, Prof. Sarah N. Ssali - Ag. Vice Chancellor, Chief Guest - Mr. Odrek Rwabwogo, and Gordon Katwirenabo-Assistant Commissioner, Quality Assurance and Value Addition, MAAIF at the Congress.](https://news.mak.ac.ug/wp-content/uploads/2025/10/Entreprenuership-Congress-2025.jpg)
Young entrepreneurs from Makerere University have been urged to focus on value addition, quality and branding if their innovations are to grow into sustainable businesses in the country.
The call was made by several speakers during the opening of the two-day Uganda Entrepreneurship Congress and Youth Expo (16th to 17th October 2025) hosted by Makerere University College of Business and Management Sciences, under the theme, Brewing Prosperity: Youth Entrepreneurship in Uganda’s Coffee Value Chain.
The annual event serves as a national platform for youth, entrepreneurs, investors, policymakers, and private sector leaders to unlock youth-driven innovation.
The entrepreneurship congress and expo features over 600 students from the College of Business and Management Sciences (CoBAMS) showcasing more than 300 innovations, with a spotlight on the coffee sector. The expo is among the several initiatives that the University has launched to unlock the entrepreneurship potential of students and youth in Uganda.
According to Professor Barnabas Nawangwe, Vice Chancellor of Makerere University, the move was motivated by the high levels of youth unemployment in the country, which currently stands at 16.1 percent for those aged 18 to 30 (Uganda Bureau of Statistics, 2024).
Addressing the participants during the Entrepreneurship Congress, the Chief Guest-Mr. Odrek Rwabwogo, Chair of the Presidential Advisory Committee on Exports and Industrial Development, rallied students and youth to embrace entrepreneurship.
“Education can come from strange places. Everyone has gifts, talents, abilities and resources to utilize. In a country with many unmet needs, entrepreneurship is about what you change, he said.
Mr. Rwabwogo stressed the value of local innovation. “Not everything can be commercialised especially in a country that imports 90% of what it consumes. Identify needs that outsiders will never cater for-our language, culture, and food. Those are unique strengths, he remarked.
Mr. Rwabwogo challenged the young entrepreneurs to think beyond Uganda’s borders, when he highlighted that true entrepreneurship lies in producing goods that can compete on the international market.
“When you build a business that can sell in another person’s market, you are a hero or heroine because what you have done is disrupting the status quo, which praises import. In this country, for instance in Kikuubo business area, you hear statements such as my container is about to reach Uganda, and not my container is leaving the yard in Uganda and is taking Ovocado to Spain or another country. I want the language to change.”
Representing the Vice Chancellor of Makerere University – Professor Barnabas Nawangwe, the Deputy Vice Chancellor (Academic Affairs), Professor Sarah Ssali noted that the expo comes at a time when youth unemployment stands at 16.1 percent, which informs the university’s move to challenge this growing reality.
“I am glad to note that Makerere University continues to champion innovations and turning graduates from job seekers into job creators, and champions of societal transformation. The expo is Makerere’s attempt to strategically locate itself in the conversation around coffee being the biggest export earner in the country,” she said.
Statistics indicate that Uganda exported 667,037 kilograms of coffee worth US$162.36 million, highlighting the sector’s importance to the economy and its role as a key foreign exchange earner. Despite this, most youth are excluded from high-value segments of the coffee value chain, such as processing, branding, and export, often remaining confined to low-income farm labor.
According to Professor Ssali, this disconnect represents both a critical risk and an unprecedented opportunity. The expo, therefore, serves as a national platform for youth, entrepreneurs, investors, policymakers, and private sector leaders to unlock youth-driven innovation across the coffee value chain, from climate-smart farming and agri-tech to processing, branding, and global market access.
She believes that by moving beyond subsistence farming towards ownership, innovation, and high value enterprises, the youth in Uganda can secure a greater share of the global coffee market while catalyzing job creation and sustainable development.
Dr. Sarah Bimbona, Director of the Makerere University Entrepreneurship and Outreach Centre, said several of the innovations on display have the potential to be scaled into viable enterprises. She added that these new ventures would build on the success of over 150 companies that emerged from previous editions of the entrepreneurship expo.
Dr. Bimbona used the golden opportunity to highlight three requests for support. She appealed for support, noting that the Centre has spent nine years nurturing over 1,000 business ideas annually, yet the impact of these ideas remains difficult to measure due to lack of resources for tracer studies. Commending Mr. Rwabwogo for accepting to become the Patron of the Centre, Dr. Bimbona requested him to amplify the Centre’s reach and support for youth, women and broader economic development.
On opening opportunities, the Centre offers guidance to entrepreneurs free of charge and seeks partnerships to connect student ideas with the industry. “We have the expertise and experience. We just need that extra push to remain relevant in the business community,” she stated.
Dr. Bimbona reiterated the transformative power of mentorship that is provided through the Makerere University Entrepreneurship and Outreach Centre.
The Dean, School of Business, Associate Professor Godfrey Akileng specified that entrepreneurship is one of the flagship initiatives of the College of Business and Management Sciences. He encouraged the students to seize the moment. “This is your opportunity to showcase your innovations, to interact with industry players, and to change your mindset from job-seekers to job creation,” he said. “Let the entrepreneurship congress awaken a new spirit in you-one that says-yes, I can make it.”
Associate Professor Akileng cited the story of Bill Gates as an example of what determination and innovation can achieve, reminding the students that greatness often starts from simple beginnings. “There is no reason we cannot build something extraordinary from coffee and other local products,” he stated, emphasizing the value of entrepreneurship in national transformation.
The Dean, School of Business, expressed deep appreciation to the industry partners for their collaboration and generosity. “You have invested time, knowledge and financial support to be here. Thank you for supporting the Entrepreneurship Congress and Expo,” he remarked.
Associate Professor Akileng commended Dr. Sarah Bimbona, and the entire entrepreneurship team namely Dr. Cathy Mbidde, Dr. Kasimu Sendawula, Dr. Hanifah Nantale, Dr. Marion Nanyanzi, and Mr. Luke Muhwezi for nurturing student entrepreneurs at Makerere University.
The entrepreneurship congress featured a keynote address, and two panels focusing on: Market Readiness, Value Addition and Story Telling, as well as, Financing the Future.
The Keynote Speaker, Mr. Moses Nyabila, CEO of aBi Development Ltd, urged the government and private sector to establish an export fund to support young entrepreneurs in starting their businesses.
Mr. Nyabila explained that the fund would help young entrepreneurs launch simple start-ups that have the potential to grow into larger enterprises. The fund, he noted, would not only support production, but also empower entrepreneurs to handle basic packaging and export processes. According to him, such an initiative represents a critical form of value addition.
Mr. Nyabila added that such initiatives would help challenge the current status quo, which prioritizes imports over exports. He used the expo as a platform to call on the government to shift the national mindset toward building Uganda’s presence in the global export market.
During the panel discussions, contributors discussed several steps through which the young entrepreneurs can be equipped with skills that can help them to join the competitive market.
Some of the panelists included: Bob Paul Lusembo-Head of Business Growth, BRAC Uganda Bank, Geoffrey Okidi-Financial Deepening Uganda, Nakabuye Flavia Bwire- Inclusion and Microfinance Specialist, and Sectrine Muganzi-Coffee Farmer and Youth Entrepreneur.
Other panelists included Jackline Arinda Akampwera-CEO Jada Coffee, Gordon Katwirenabo-Assistant Commissioner, Quality Assurance and Value Addition, MAAIF, Edwin Danze- Head of Marketing, Next Media Group, and Godwin Birungi- Founder, Rubungi Enterprises.
The different Speakers acknowledged that while Uganda has no shortage of innovations, gaps in value addition and branding continue to undermine product competitiveness, reinforcing the stereotype that Ugandan products are of poor quality.
One of the panelists, Jackline Arinda Akampwera, CEO of Jada Coffee, noted that branding strongly influences perceptions of quality. In the same development, she argued that limited branding is also largely responsible for the misconception that Ugandan products are substandard.
“We have this perception that when we see a brand on a billboard, it must be of good quality. Branding is therefore central to entrepreneurship,” Arinda said. “In Uganda, there’s limited branding and value addition, which affects the marketability of our products,” she said
Arinda shared that before she joined the coffee business, she realized Uganda had no widely recognized coffee brands, despite being a top coffee producer. This inspired her to create a brand that would appeal even to non-coffee drinkers.
“You don’t have to be a coffee consumer to know coffee brands—just like you don’t have to be a football fan to know who Ronaldo is,” she said. “That’s what branding does. Even if people don’t drink coffee, they should know that Jada Coffee exists. I came in to change the way the market operates.”
She added that this lack of branding also explains the low domestic consumption of coffee. To address this, Arinda began introducing coffee at social functions—events that traditionally only offered juices and sodas—as part of efforts to popularize local coffee consumption.
Gordon Katwirenabo, Assistant Commissioner, QA and Value Addition, MAAIF agreed with Arinda. He stated that the government is very intentional in promoting value addition to the country’s produces.
“Value addition is very prominent in our policy framework. If you produce and get only money for production, then there is no value, and then you cannot achieve the economic importance and transformation that we need in our communities. So, through that were are very intentional in supporting value addition,” he said.
On his part, Godwin Birungi, Founder, Rubungi Enterprises noted that while branding is very important, branding alone is not enough if the products themselves lack quality. He argued that the two—branding and quality, must reinforce each other for a business to thrive.
“I realized that there is a need to be consistent in producing high quality products. The more you produce high quality, the more you lift your brand,” he said
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![[L-R] Dr.Godfrey Akileng - Dean School of Business, Prof. Sarah N. Ssali - Ag. Vice Chancellor, Chief Guest - Mr. Odrek Rwabwogo, and Gordon Katwirenabo-Assistant Commissioner, Quality Assurance and Value Addition, MAAIF at the Congress.](https://news.mak.ac.ug/wp-content/uploads/2025/10/Entreprenuership-Congress-2025-400x240.jpg)
![[L-R] Dr.Godfrey Akileng - Dean School of Business, Prof. Sarah N. Ssali - Ag. Vice Chancellor, Chief Guest - Mr. Odrek Rwabwogo, and Gordon Katwirenabo-Assistant Commissioner, Quality Assurance and Value Addition, MAAIF at the Congress.](https://news.mak.ac.ug/wp-content/uploads/2025/10/Entreprenuership-Congress-2025-80x80.jpg)
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