KAMPALA — Ugandan journalist and filmmaker Rogers Atukunda has been recognised for excellence in digital journalism at the Inspire Africa Media-in-Coffee Awards, underscoring the growing role of storytelling in transforming Uganda’s coffee sector.
Atukunda, a News Editor at SoftPower News, was honoured for his impactful blog writing, including his widely acclaimed story “From Ntungamo to Mogadishu: Uganda Exports Finished Inspire Africa Coffee to Somalia,” which highlights Uganda’s shift toward value addition in coffee.
The awards ceremony, held at the Inspire Café in Nakasero, Kampala, brought together journalists, policymakers and private sector players committed to reshaping the country’s coffee narrative.
Speaking after receiving the award, Atukunda reflected on his journey from childhood exposure to coffee to becoming a leading voice in digital storytelling.
“My understanding of coffee began as a child in primary school. While my classmates relied on it for school fees, to me it was a source of extra pocket money,” he said.
“It wasn’t until July 2025, when I attended the coffee bootcamp at Inspire Africa Coffee Park in Ntungamo, that I was inspired to tell the African story—in this case, Uganda’s coffee journey.”
An alumnus of the Foreign Policy Executive Program (an immersive training initiative hosted by the American Centre Kampala to train Ugandan professionals in international relations), Atukunda said the turning point came when he understood the global imbalance in the coffee value chain.
“I was enraged to learn that the entire coffee value chain was in the hands of countries that didn’t even have a single coffee tree. That is how my mindset shifted towards promoting Uganda’s coffee value addition narrative,” he added.
Atukunda also credited his storytelling foundation to his upbringing and education at Makerere University, where he combined journalism and film training to shape his career.
“I thank Inspire Africa Group for recognising my effort and contribution to brewing a new culture in Uganda’s coffee value chain,” he said.
Storytelling is the missing link
Chief guest and Uganda Media Centre Executive Director, Alan Kasujja, used the occasion to challenge journalists to rethink their role in the coffee value chain, describing storytelling as the most powerful tool in unlocking value.
“The real story is not complicated. The real story is between $2.50 and $15 per kilo—what is happening in that gap?” Kasujja said. “That is the story we should be concentrating on.”
He noted that journalists sit at a critical intersection—bridging farmers, consumers and investors—and must actively shape understanding of the sector. “We teach farmers about quality, we teach consumers why they should drink coffee, and we teach investors why they should bring their money here. That is our role,” he said.
Kasujja emphasised that coffee must be positioned as a lifestyle and experiential product, not just a commodity. “Coffee is experiential. Word of mouth is powerful. If we tell the story well, we move from exporting raw beans to selling an experience,” he added.
He further called for improved training and capacity building for journalists to enable them tell more impactful, informed stories. “If you understand what you are doing and what the endgame is, it becomes easier to create meaningful content. This is not just about money—it is about impact,” Kasujja said.
Recognising media’s role in value addition
Other journalists recognised at the awards included Malcolm Musiime of NTV Uganda for his coverage of coffee value addition, and Patricia Osman of Capital FM Uganda for her radio storytelling.
Also awarded were Geoffrey Serugo (The Observer) for reporting on the Coffee Marathon, and Kamazima Aine (Digital Communications) for her promotion of Ugandan coffee on digital platforms.
In his remarks, Inspire Africa Group CEO Dr Nelson Tugume reiterated the importance of narrative in unlocking the sector’s full potential. “The problem is not production—it is storytelling and value positioning. Uganda does not know how to tell its story,” Tugume said.
He urged journalists to continue telling Uganda’s coffee story and change the mindset that looks at coffee farmers as “the backward garden woman”. “That is why people like you are important—you tell the real story.”
The Media-in-Coffee Awards are part of broader efforts to encourage journalists to highlight opportunities in coffee value addition, as Uganda seeks to increase earnings beyond raw bean exports and position itself as a global coffee brand.