UCRA welcomes Rugaya as new Executive Director with bold commercial vision

What the report says

The Uganda Coffee Roasters Association (UCRA) has introduced Richard Rugaya of Gorilla Highland Coffee as its incoming executive director, according to The Independent Uganda. The announcement was made in Kampala and was presented as a change in the association’s direction toward stronger commercial results for members.

The report says Rugaya’s proposed 2027–2030 Strategic Brief shifts UCRA’s emphasis from representation alone to delivering measurable value for Ugandan roasters. Among the priorities listed are growing member businesses, increasing domestic coffee consumption, finding new export markets, and helping mobilise between UGX 1 billion and UGX 5 billion in financing for members.

The article also says Rugaya has tied his own performance review to targets involving revenue growth, partnerships and market access. His plan includes a 356-day roadmap with phases focused on diagnosis, mobilisation and delivery, and it highlights cooperation with institutions such as the Ministry of Agriculture, standards bodies, trade and export agencies, and financial institutions.

The broader significance is that UCRA appears to be positioning itself more explicitly as a business-driven sector body. In general terms, coffee roasting associations often support networking, market development and policy engagement, but the specific goals and timeline here were reported by The Independent Uganda. The association urged members to welcome Rugaya and expressed confidence in his leadership.