UCRA welcomes Rugaya as new Executive Director with bold commercial vision

Kampala, Uganda | THE INDEPENDENT | The Uganda Coffee Roasters Association (UCRA) has officially introduced Richard Rugaya of Gorilla Highland Coffee as its newly appointed incoming Executive Director, signalling a decisive shift in the association’s direction.

Rugaya steps into the role with a transformative vision outlined in his proposed 2027–2030 Strategic Brief, which moves UCRA’s focus from mere representation to unlocking tangible, measurable commercial value for every Ugandan roaster.

At the heart of his mandate is a commitment to members’ bottom lines. His core objectives include growing member businesses, expanding domestic coffee consumption, unlocking new international markets, and mobilising between UGX 1 billion and UGX 5 billion in member financing.

Rugaya has also tied his own performance appraisal to a strict scorecard centred on revenue generation, partnership building and market access, a move that underscores his results-oriented and accountable approach to leadership.

Described as highly structured and action-driven, he has already laid out a meticulous 356-day roadmap, broken down from day one into diagnosis, mobilisation and delivery phases, to ensure visible member wins within his first year.

As an ecosystem builder, Rugaya brings a collaborative approach, actively targeting strong working relationships with critical industry partners including the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF), standards bodies, trade and export agencies, and financial institutions, with the aim of building a highly competitive roasting industry.

His ultimate test for his tenure is simple: “Can each member clearly identify a tangible business benefit from paying UCRA dues?”

The association called on its members to join in welcoming Rugaya, expressing confidence that his capable leadership will take UCRA to greater heights and secure massive commercial wins for Uganda’s coffee roasting sector.