From introducing improved coffee seedlings to linking farmers to lucrative markets, Alfred Ojok has steadily built Hasting Coffee Centre into a key driver of agricultural transformation in northern Uganda.
What started as a modest initiative to support smallholder farmers has evolved into a growing agribusiness focused on improving productivity, promoting climate-smart agriculture, and enhancing farmers’ access to better prices.
Ojok’s impact earned him recognition as one of the winners of the 2025 Best Farmers Awards, an initiative organised by Vision Group in partnership with dfcu Bank and other stakeholders to celebrate excellence and innovation in agriculture.
The recognition has not only elevated his profile but also opened doors to international exposure, partnerships, and new business opportunities.
Speaking in an interview, Ojok said his journey into agribusiness was inspired by a desire to transform rural livelihoods through sustainable farming practices.
“My journey into agribusiness was driven by a commitment to improve the lives of smallholder farmers,” he said. “Having seen the challenges they face, I established Hasting Coffee Centre to create lasting economic impact.”
Ojok’s enterprise focuses on coffee production and marketing, alongside the distribution of improved coffee and banana seedlings. The business also integrates beekeeping as a complementary activity to diversify household incomes.
He attributes his success to a deliberate focus on quality, innovation, and farmer empowerment across the value chain.
“We support farmers with improved seedlings, climate-smart practices, pest and disease management, and better post-harvest handling,” he said. “We also promote value addition through bulking and hulling to help farmers secure better prices.”
Winning the Best Farmers Award 2025, he added, was a defining moment that validated years of hard work and strengthened his resolve to expand his impact.
“The award increased our visibility and credibility, opening up new partnership and market opportunities,” Ojok said. “It also inspired me to mentor young people to take up agriculture as a professional career.”
Access to finance, he noted, remains a critical factor in scaling agricultural enterprises.
Ojok said his relationship with dfcu Bank has positioned his business to seek financing that will enable expansion, including fulfilling a major contract for the supply of banana seedlings.
“Timely financing gives agribusinesses the confidence to invest, scale operations, and respond to market opportunities,” he said.
One of the highlights of the Best Farmers Awards programme is an exposure visit to the Netherlands, where participants learn from one of the world’s most advanced agricultural systems.
Ojok said the trip provided valuable insights into modern farming technologies, cooperative models, and export-oriented agriculture.
“The level of technology adoption was remarkable,” he said. “Automation and robotics are improving productivity while reducing labour costs.”
He also pointed to the strength of cooperative systems in enabling farmers to access finance, processing facilities, and markets collectively.
Another key takeaway, he said, was the emphasis on quality assurance, traceability, research, and collaboration across the agricultural ecosystem.
Back home, Ojok has already begun applying some of these lessons to his operations.
“We have strengthened our agronomic practices through better soil management, mulching, and proper land preparation,” he said. “We are also advancing digital record-keeping systems to support traceability and meet export market requirements.”
He envisions transforming Hasting Coffee Centre into a demonstration hub where farmers can acquire practical skills in modern, climate-smart agriculture.
The Netherlands trip also created opportunities for international partnerships and market linkages.
Ojok revealed that he has established contact with a Dutch coffee roaster interested in sourcing coffee directly from Ugandan farmers.
“We also initiated discussions with another company on future partnerships and technology adoption,” he said. “These engagements have increased our confidence in accessing international markets.”
Looking ahead, Ojok sees significant potential in Uganda’s coffee sector, particularly in value addition and export growth.
“Uganda has enormous potential to increase productivity and improve quality,” he said. “However, faster access to financing is needed to enable farmers and agribusinesses to invest and grow.”
Over the next decade, Ojok aims to position Hasting Coffee Centre as a benchmark for excellence in Uganda’s coffee value chain.
“My focus is on expanding exports, strengthening farmer organisations, creating jobs for young people, and promoting value addition,” he said.
Ultimately, he hopes to leave a lasting legacy of sustainable agricultural transformation that improves livelihoods and creates opportunities for future generations.
