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Had a lunch meeting with Amb. Arthur Kafeero & Alysha of our Permanent Mission in Geneva & @MsBrenda_A of ITC ahead of our panel discussion at the @wto on the Global Review of #AidForTrade2026. I learnt about the work by @ExploreUganda in Switzerland & how it is targeted at the country’s high net worth consumers. They have focused on ice hockey audience, a high value sport here The conversation went to how the same can be done for Uganda’s coffee, a product that is a Swiss national obsession. We are leaving money on the table & agreed that next year we plan some engagements that take us to the coffee market of Switzerland. It promises a handsome payback. We’ll see
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