Richard Rugaya, the new UCRA Executive DirectorThe Uganda Coffee Roasters Association (UCRA) has appointed Richard Rugaya, founder of Gorilla Highlands Coffee, as its new Executive Director.In a circular to members, the UCRA Board said Rugaya steps into the role with a bold, transformative vision for the association under his proposed 2027-2030 Strategic Brief.According to the Board, his leadership approach shifts focus from mere representation to unlocking tangible, measurable commercial value for every Ugandan roaster.Rugaya is described as commercial and growth-minded, with a core mandate to grow member businesses, expand domestic consumption, unlock new international markets and mobilize UGX 1-5 billion in member financing.He is also result-oriented and accountable, tying his own performance appraisal to a strict scorecard focused heavily on revenue generation, partnership building and market access.The Board said Rugaya is highly structured and action-driven, having already laid out a meticulous 356-day roadmap broken down into diagnosis, mobilization and delivery phases to ensure visible member wins within his first year.“He doesn’t just plan; he executes,” the Board noted.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 to build a highly competitive roasting industry.The Board said Rugaya’s ultimate test for his tenure is simple: “Can each member clearly identify a tangible business benefit from paying UCRA dues?”“…We look forward to reaching greater heights and securing massive commercial wins under his capable leadership,” the UCRA Board statement reads.The post Richard Rugaya: Uganda Coffee Roasters Association Appoints Gorilla Highlands Boss as New Executive Director appeared first on Business Focus.