Uganda Agribusiness Alliance is Leading a National Media Campaign to Champion the Avocado Sector

Uganda Agribusiness Alliance (UAA) is currently spearheading a comprehensive media campaign designed to unlock the full potential of Uganda’s avocado sector, with a dedicated focus on the high-value Hass variety.

Launched in October 2025, this media-driven campaign continues to generate public awareness, support farmers, and engage key value chain actors through radio programs, digital content, and stakeholder collaboration.

The campaign focuses on four key objectives:

1. Raising Consumer Awareness

UAA is actively sensitizing the public on the nutritional, health, economic, and social benefits of avocados. These efforts seek to improve consumer knowledge, encourage local consumption, and highlight the crop’s role in job creation and community livelihoods.

2. Promoting Hass Avocado Adoption

Through ongoing media engagements and farmer-centered messaging, the campaign promotes the adoption of Hass avocado varieties across the country. This includes sharing information on recommended varieties, agronomic best practices, and the importance of using certified planting materials for improved productivity and export readiness.

3. Strengthening Processor and Market Linkages

The campaign continues to spotlight market opportunities and processor engagement, encouraging farmers and cooperatives to build stronger relationships with processors, exporters, and other off-takers. UAA remains committed to supporting a more coordinated, reliable, and profitable avocado value chain.

4. Positioning Uganda in the Global Hass Avocado Market

A key emphasis of this ongoing campaign is positioning Uganda as a credible and competitive global supplier of Hass avocados. Through research insights, stakeholder dialogues, and media sensitization, UAA continues to advocate for supportive policies and improved sector organization to enhance Uganda’s export potential.

This campaign remains central to UAA’s wider mission of strengthening agricultural value chains and promoting agribusiness-led economic transformation. We will continue updating the public as activities progress and as more partners engage in this growing national effort.