Uganda Coffee Roasters Tap Richard Rugaya as Executive Director, with Focus on Commercial Growth

October 15, 2026 in Business, Companies by Editor

The Uganda Coffee Roasters Association has appointed Richard Rugaya of Gorilla Highlands Coffee as its incoming executive director, with a proposed 2027–2030 strategy targeting member financing of up to UGX 5 billion, expanded coffee consumption and improved access to export markets.

 

The Uganda Coffee Roasters Association (UCRA), has appointed Richard Rugaya of Gorilla Highlands Coffee as its incoming executive director, with a proposed strategic plan centred on expanding member businesses, increasing domestic coffee consumption and opening new export markets.

Rugaya’s proposed 2027–2030 Strategic Brief signals a shift towards a more commercially focused association, with an emphasis on delivering measurable business benefits to Uganda’s coffee roasting companies.

Among the priorities outlined in his vision is mobilising between UGX 1 billion and UGX 5 billion in financing for members, alongside efforts to expand local consumption and improve access to international markets.

The proposed strategy also places greater emphasis on accountability, with Rugaya linking his performance appraisal to a scorecard covering revenue generation, partnership development and market access.

He has also outlined a 356-day roadmap for his first year, divided into diagnosis, mobilisation and delivery phases, intended to translate the association’s priorities into tangible results for members.

The approach envisages stronger collaboration with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), standards bodies, trade and export agencies, and financial institutions to strengthen the competitiveness of Uganda’s roasting industry.

UCRA’s stated ambition is to move beyond industry representation towards delivering practical commercial value for its members, at a time when market development, financing and access to customers remain important considerations for businesses seeking to grow along the coffee value chain.

Rugaya’s proposed leadership framework places the commercial interests of members at the centre of the association’s work, with the value of membership dues measured against tangible business outcomes.

“Can each member clearly identify a tangible business benefit from paying UCRA dues?” is the central question he has set for his tenure.

The association’s success under the new leadership will therefore depend on how effectively the proposed financing, market access and partnership initiatives are translated into measurable gains for Uganda’s coffee roasters.