KAMPALA — The Italian government has called on Uganda to improve how it markets its agricultural products and investment opportunities in order to attract more foreign investors and expand exports to international markets.
Speaking during the inauguration of the Lab Innova for Africa “Luca Attanasio” training programme in Kampala on Monday, the Italian Ambassador to Uganda, Mauro Massoni, said Uganda has high-quality agricultural products that could command strong demand globally if they were better marketed and packaged.
The training programme, organised by the Italian Trade Agency (ITA), is aimed at strengthening the technical and managerial capacity of Ugandan companies seeking to export agricultural products to Italy and other European markets.
Massoni said Uganda’s agricultural sector holds significant untapped potential, noting that some local products such as pineapples and tea are among the best he has encountered in his travels.
“Uganda has excellent products, but the country needs to learn how to sell itself better,” Massoni said. “You may have the best product in the world, but if the packaging is not attractive, it becomes difficult to market it internationally.”
He cited the example of Ugandan tea, noting that despite its high quality, it is difficult to find well-packaged Ugandan tea suitable as a gift in local shops, unlike products from neighbouring countries.
Massoni added that improving branding, packaging and compliance with international export standards would help Uganda position its agricultural products competitively in European markets.
Growing trade relations
Trade between Uganda and Italy has grown steadily in recent years. According to the ambassador, Italy imports about 431 million US dollars’ worth of goods from Uganda annually, with coffee and cocoa products dominating the exports.
Coffee alone accounts for more than 40 percent of Uganda’s exports to Italy, making Italy one of the largest markets for Ugandan coffee and sometimes accounting for over 24 percent of the country’s coffee export market share.
Italy also exports machinery and industrial goods to Uganda, worth about 146 million US dollars, reflecting strong economic ties between the two countries.
Massoni said this positive trade balance benefits Uganda by generating foreign exchange and supporting macroeconomic stability.
Training Ugandan exporters
The Lab Innova for Africa programme aims to equip Ugandan businesses with skills required to compete in global markets, including knowledge on export standards, marketing strategies and agricultural technologies.
The 2026 Uganda edition of the programme, held at Onomo Hotel in Kampala, attracted significant interest, with 50 companies selected to participate from a large pool of applicants. The participants include agribusiness firms, startups and companies involved in technologies applied to the agri-food value chain.
Claudio Pasqualucci, Director of the ITA Office in Addis Ababa, said the programme is designed to help African companies understand international market requirements.
“The respect of quality standards, proper packaging and effective marketing are essential tools for companies that want to compete globally,” Pasqualucci said.
He added that the initiative also encourages partnerships among participating companies and promotes technology exchange between Italy and Uganda.
Expanding cooperation
Italy is also supporting agricultural development in Uganda through several initiatives. The Italian Development Cooperation Agency recently signed a 1.7 million US dollar agreement with Uganda’s Ministry of Trade, Industry and Cooperatives to support entrepreneurs across different sectors of the economy.
Additionally, the Italian Trade Agency is working to establish a technological centre in Iganga that will promote agricultural mechanisation by providing advanced farming machinery and training farmers in their use.
Massoni noted that such initiatives align with the Mattei Plan, an Italian government strategy aimed at strengthening mutually beneficial partnerships between Italy and African countries.
Challenges to overcome
Despite the opportunities, the ambassador noted that Ugandan exporters must overcome several hurdles, including meeting strict European Union regulations and addressing logistical challenges such as the lack of direct flights between Uganda and Italy.
Currently, cargo and passengers travelling between the two countries must transit through other hubs, which increases transportation costs.
Nevertheless, Massoni expressed optimism about Uganda’s future, pointing to the country’s young entrepreneurs and growing startup ecosystem.
“My dream is that when I retire and go back to Italy, I will walk into a market and find Ugandan pineapples on the shelves,” he said.
The training programme will conclude with a study tour in Italy, where selected Ugandan companies will attend the MACFRUT 2026 international fruit and vegetable trade fair in Rimini and visit Italian agribusiness firms to explore potential partnerships.
