From supplying improved coffee seedlings to helping farmers access lucrative local and international markets, Alfred Ojok has built Hasting Coffee Centre into one of Northern Uganda’s leading agribusinesses.
What started as a mission to improve the livelihoods of smallholder farmers has grown into a thriving enterprise promoting climate-smart agriculture, higher productivity and better incomes across the region.
Alfred’s impact earned him recognition as a winner of the 2025 Best Farmers Awards, an initiative organised by Vision Group in partnership with dfcu Bank and other stakeholders to celebrate innovation and excellence in agriculture.
Beyond the accolade, the award provided opportunities for international exposure, including a study tour of the Netherlands, where he gained insights into advanced farming technologies, value addition and global market opportunities.
In this interview, Alfred reflects on his journey in agribusiness, the lessons from the Netherlands that are shaping Hasting Coffee Centre, and his vision for strengthening Uganda’s coffee value chain while creating lasting opportunities for farmers.
Q: Tell us about your journey into farming and what inspired you to venture into agriculture?
Alfred Ojok: My journey into agribusiness was driven by a desire to transform rural livelihoods through sustainable agriculture. After witnessing the challenges faced by smallholder farmers in Northern Uganda, I established Hasting Coffee Centre to create lasting economic opportunities. Today, we focus on coffee production and marketing, distributing quality coffee and banana seedlings, and promoting beekeeping. Our goal is to build a commercially successful business while improving the livelihoods of farming communities.
Q: What innovations have helped Hasting Coffee Centre stand out and earn recognition in the Best Farmers Awards?
Ojok: We have invested heavily in quality, innovation and farmer empowerment across the coffee value chain. We supply improved coffee and banana seedlings, promote climate-smart agriculture, train farmers in pest and disease management, and improve post-harvest handling. We also bulk and hull coffee to help farmers secure better prices and encourage beekeeping as an additional source of household income.
Q: What did winning the 2025 Best Farmers Award mean to you?
Ojok: It was a defining moment. The award validated the work we have been doing and increased the visibility and credibility of Hasting Coffee Centre. It has opened doors to new partnerships and markets while motivating me to continue mentoring young people to view agriculture as a professional and profitable career. I am grateful to dfcu Bank and Vision Group for creating a platform that supports agribusiness through recognition, networking and capacity building.
Q: How important is access to finance in growing your business?
Ojok: Finance is critical for agricultural growth. Banking with dfcu has positioned us to seek financing that will help us expand. We are currently pursuing funding to fulfil a major banana seedling supply contract. Timely financing enables farmers and agribusinesses to invest, grow and take advantage of emerging market opportunities.
Q: What were your expectations before travelling to the Netherlands as part of the Best Farmers Awards study tour?
Ojok: I wanted to learn from one of the world’s most advanced agricultural systems. I was particularly interested in modern farming technologies, cooperative models, value addition, export readiness, climate-smart agriculture and opportunities to connect with agribusiness leaders and fellow award winners.
Q: What impressed you most during the visit?
Ojok: The widespread use of technology and automation stood out. I also admired the strength of farmer cooperatives, which provide easier access to financing, processing facilities and markets. Another key lesson was the emphasis on quality assurance, traceability, research and collaboration. Most importantly, agriculture is treated as a serious business driven by professionalism and long-term planning.
Q: Which lessons have you already applied back home?
Ojok: We have strengthened our farm management practices through improved soil management, mulching and proper land preparation. We are also introducing digital record-keeping to improve traceability and meet export market standards. My long-term ambition is to establish Hasting Coffee Centre as a demonstration farm where farmers can learn modern, climate-smart coffee production.
Q: Did the study tour open new business opportunities?
Ojok: Yes. We connected with a Dutch coffee roaster who plans to visit Uganda and source coffee directly from our farmers. We also began discussions with another coffee company on potential partnerships and technology adoption to strengthen value addition. These relationships have increased our confidence in accessing international markets.
Q: What excites you most about the future of Uganda’s agricultural sector?
Ojok: Uganda has tremendous potential, especially in coffee and value-added products. I see opportunities to increase productivity, improve quality and expand exports. However, quicker access to affordable financing remains essential if farmers are to respond effectively to market opportunities.
Q: What legacy do you hope to build over the next decade?
Ojok: I want Hasting Coffee Centre to become a benchmark for excellence in Uganda’s coffee value chain. My focus is on expanding exports, strengthening farmer organisations, creating jobs for young people, promoting value addition and equipping farmers with the knowledge and market access they need. Ultimately, I hope to leave a legacy of sustainable agricultural transformation that improves livelihoods for generations to come.