By Fidel Boy Leon
A good product poorly packaged is like a message never delivered. This was the caution sounded by the Minister of State for Trade, Hon. Gen. Wilson Mbasu Mbadi, as he urged Ugandan manufacturers to invest in world-class branding and packaging if the country’s flagship Buy Uganda Build Uganda (BUBU) campaign is to succeed.
Gen. Mbadi spoke at the closing of the World Packaging Organisation (WPO) Masterclass in Packaging Technology, held from 5 to 7 August 2025 at Protea Hotel Kampala.
The Ministry of Trade, Industry, and Cooperatives organised the three-day training in partnership with the Institute of Packaging Partners of Uganda (IPPU) and with support from the International Trade Centre (ITC) and the United Nations Industrial Development Organisation (UNIDO).
The Minister underscored that packaging has moved beyond being an afterthought in value addition.
“Packaging is a decisive factor in market competitiveness, food safety, environmental sustainability, and consumer trust,” he said.
He emphasised that packaging must create a premium perception if Ugandan products are to compete with global brands:
“Without good packaging and proper branding, Buy Uganda Build Uganda will not yield much. Your products must look as high-end as those you compete against.”
Uganda’s packaging sector has long-faced structural challenges that limit the competitiveness of locally made products. Despite producing high-quality agro-processed and artisanal goods, many Ugandan manufacturers struggle to attract buyers because packaging, branding, and labelling often fail to meet consumer expectations or international standards.
This has historically restricted access to both domestic and regional markets, keeping prices low and limiting business growth. Uganda currently spends over $400 million annually importing packaging materials, a gap the government now seeks to close by building local capacity.
The formation of the Institute of Packaging Partners of Uganda (IPPU) in 2023 marked a key milestone in professionalising the sector. The body brings together packaging professionals, manufacturers, processors, traders, academia, and regulators to strengthen Uganda’s packaging value chain.
The masterclass was particularly timely, coming at a moment when Uganda has just acquired its country barcode and is developing a national branding and marketing strategy.
“This is not a sprint, but a continuous process requiring innovation, investment, collaboration, and policy support. “With the momentum built here, we are on the right path,” Mbadi said.
Hon. Francis Mwebesa, Minister of Trade, noted that poor packaging remains a barrier for Uganda’s agro-processed and artisanal products. He stressed that investment in packaging innovation is vital to unlocking the government’s Tenfold Growth Strategy.
Ms. Juliet Musoke, ITC National Coordinator – MarkUp II, revealed that Uganda’s packaging sector is already worth over USD 300 million, stressing that ITC will continue empowering SMEs to meet international packaging and export standards.
Uganda is amongst just three African countries, alongside Tanzania and Morocco, and seven worldwide to host the prestigious WPO Masterclass in Packaging Technology.
The success of Uganda’s Buy Uganda Build Uganda (BUBU) campaign is closely tied to national policies that promote local production, value addition, and market competitiveness.
The initiative aligns with the National Development Plan III, which prioritises industrialisation, agro-processing, and the transformation of raw materials into higher-value products. Packaging plays a crucial role in this framework, ensuring that locally made goods can compete visually and qualitatively with imported products.
The training brought together stakeholders from across the packaging ecosystem: manufacturers, producers of packaging materials, graphic designers, government agencies, and development partners.
With the theme “Enhancing Value Addition, Market Access, and Sustainable Industrialisation,” the event signalled Uganda’s serious intent to transform its packaging industry from an import-reliant sector to a globally competitive, locally anchored value driver.