Uganda is making significant strides in expanding its export market by tapping into the European demand for banana products. Mathew Bagonza, an executive member of the Presidential Advisory Committee on Exports and Industrial Development, revealed that Uganda’s current exports amount to approximately 222 trillion Ugandan shillings ($6 billion). Recognizing the importance of further growth, the country aims to take advantage of international markets to bolster its economy.
The Banana Industrial Research and Development Center (BIRDIC), which focuses on developing and marketing value-added banana products, recently commissioned a new fleet of Tuku Tuku vehicles. These vehicles will play a vital role in enhancing the distribution of Tooke flour and related products across Uganda. BIRDIC, the successor of the Presidential Initiative on Banana Industrial Development (PIBID), aims to popularize Tooke flour and diversify its product range to include mandazi, doughnuts, bread, cakes, scones, crisps, and biscuits, among others.
Bagonza emphasized the importance of this initiative in boosting Uganda’s exports. He stated, “We were tasked to make sure that our exports doubled to $12 billion. We are now going to look for the market in Eastern Europe, specifically Serbia. We want to inform Serbia that our value-added banana products are not limited to local markets and hotels.”
During the commissioning ceremony, Rev. Dr. Professor Florence Isabirye Muranga, the Director General of PIBID and BIRDC, highlighted the significance of streamlining the distribution process and equipping agents with the necessary tools to deliver quality products. Muranga emphasized the role of research and development in meeting market demands healthier, gluten-reduced products. She expressed confidence that as societal health consciousness increases, the demand for high-quality products meeting health requirements will grow.
To ensure efficient distribution, the Tuku Tuku vehicles will adopt a door-to-door sales strategy, targeting schools, hospital canteens, grocery stores, supermarkets, and small shops across Uganda. The company plans to expand its distribution footprint, starting with Eastern and Central Uganda and gradually covering the entire country. This expansion is expected to increase farmers’ incomes, create employment opportunities for the youth and retailers, and attract foreign exchange as the venture extends into international markets.
Isaiah Ssemamuli, the Tooke Sales Manager, highlighted the significance of the distribution strategy, stating, “We intend to cover all parts of the country, starting with Eastern and Central Uganda. The wider distribution footprint has been established in Western Uganda, mainly due to the location of our pilot plant in Bushenyi.”
Andrew Matovu, the Marketing Manager, emphasized that the current commissioning of the new generation distribution marks just the beginning of the commercialization process. Matovu announced an upcoming revised distribution strategy, which will be unveiled during the launch of the first hub in Jinja.
Muranga extended her appreciation to Ugandan customers for their continuous support, assuring them of a steady supply of Tooke products throughout the country. As Uganda expands its export market to Europe, the country anticipates increased economic development through foreign exchange earnings, improved farmer incomes, and job creation.
With this new push to export banana products, Uganda is poised to carve out a significant presence in the international market, showcasing its commitment to innovative agriculture and economic growth.
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