Uganda is making significant strides in expanding its footprint in West Africa, thanks to ongoing efforts by its Trade Representative to Nigeria, Mr. Ani Charles Bassey-Eyo. Operating from Lagos, Nigeria’s bustling commercial hub, Bassey-Eyo has been promoting Ugandan value-added products to potential buyers and distributors across the region.
The latest milestone comes after a successful showcase of top Ugandan brands, including Jesa dairy products, Igara tea, Amafh Macadamia oil, and ready-to-drink espresso coffee from JAHL Production Ltd. These products, delivered as samples by the Presidential Advisory Committee on Exports and Industrial Development (PACEID) in early June, have received enthusiastic feedback for their exceptional taste, quality, and packaging.
Strategic Trade Promotion Backed by PACEID and Local Champions
Speaking in Lagos, Bassey-Eyo, who also heads LANI Group, underscored the need for a more synchronized value chain to harness export potential fully.
“Uganda’s export ambitions depend on bold coordination, strategic collaboration, and purpose-built systems,” he said. “PACEID’s model, integrating regulatory guidance, infrastructure, export finance, and market access, is exactly the kind of architecture needed to elevate our competitiveness. When everyone, from the farmer to the policymaker, moves in sync, the entire nation wins.”
The success of this product introduction has fueled plans to send larger consignments of these items and other high-demand goods to Nigeria. PACEID is now working closely with distributors and logistics partners to secure consistent access to one of Africa’s largest consumer markets.
PACEID’s Head of Markets, Rowena Twesigye, expressed optimism over the progress being made.
“It’s exciting to witness the growing appreciation for Uganda’s premium value-added products in regional markets like Nigeria,” she said. “This momentum confirms the quality and uniqueness of Ugandan brands on the continental stage. We are proud of the groundwork laid by our Trade Representative and look forward to scaling up.”
A Promising Future for Uganda’s Export Ambitions in West Africa
PACEID’s broader strategy is anchored in unlocking new export markets through aggressive promotion, smart partnerships, and robust support systems. This aligns with Uganda’s national agenda to boost export earnings, create jobs, and accelerate industrialization.
With the Nigerian market warming up to Ugandan products, Uganda’s trade diplomacy continues to bear fruit, signaling a promising future for local producers eyeing continental and global expansion.
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