Q&A with Florence Lusiba

About Florence Lusiba

Florence Lusiba is a passionate bookseller and distributor at Gustro Ltd, a leading bookshop and distribution company based in Kampala, Uganda. With years of experience in the book trade, she has become a vocal advocate for reading culture and its transformative power in African communities. Her work at Gustro Ltd has positioned her at the intersection of publishing, distribution, and literacy promotion—a unique vantage point from which to observe how books shape societies.

Beyond her commercial role, Florence has emerged as an educator and advocate, working directly with schools, libraries, and individual readers to nurture a love of reading and critical thinking. Her commitment extends beyond mere sales to genuine engagement with the communities she serves.

The Power of Reading

When asked why reading matters so deeply to her, Florence speaks with conviction about its transformative impact. "Reading is not a luxury or a pastime," she insists. "It is a gateway to critical thinking, imagination, empathy, and understanding. When someone reads, they don't just consume information—they engage in dialogue with ideas, cultures, and perspectives beyond their immediate experience."

She points to mounting evidence that reading proficiency is correlated with success across virtually every domain—academic achievement, professional advancement, civic participation, and personal wellbeing. Yet, she observes, reading rates in East Africa remain concerningly low, particularly among young people increasingly drawn to digital media and social platforms.

Challenges in the Book Trade

Working in book distribution, Florence encounters multiple barriers to reading culture. Import duties make books expensive for schools and libraries operating with limited budgets. Language politics mean that vernacular literature—which could reach broader audiences—remains undervalued in favor of English-language texts. And educational curricula, while increasingly emphasizing reading, are often disconnected from the books available in local markets.

"The problem isn't lack of interest," Florence explains. "It's logistics and economics. A school principal wants books for their library, but the price point makes it difficult. A parent wants their child to read in their mother tongue, but the selection is limited. These are systemic challenges that require systemic solutions."

Building Reading Culture in Schools

One of Florence's most impactful initiatives has been working directly with schools to establish and strengthen library programs. She works with teachers and school administrators to curate collections that serve both curricular needs and recreational reading interests. Her approach recognizes that critical thinking develops not just through prescribed texts but through exposure to diverse voices and ideas.

"Students need both the books on their curriculum and books they choose for pleasure," she notes. "The prescribed books teach them content; the books they choose teach them to love reading. Without both, you create students who can read but don't, and that's a tragedy."

Libraries as Community Centers

Florence sees libraries as far more than repositories for books. They are spaces where communities gather, where ideas circulate, and where those without resources at home can access knowledge. This perspective shapes how Gustro Ltd approaches library support and community engagement.

"A well-stocked library in a school or community center changes the trajectory of young people's lives," she argues. "It's not sentimental to say that. It's documented in research and visible in the students we see thrive when they have access to good books."

Critical Thinking in an Age of Misinformation

Florence is particularly concerned about the erosion of critical thinking skills in the digital age. While she embraces technology and online resources, she sees deep reading—the kind that happens with physical books—as essential training for distinguishing credible information from misinformation.

"When you read a well-researched book, you're learning not just content but methodology. You're seeing how authors support claims with evidence, acknowledge complexity, and engage with competing ideas. That skill—careful, critical reading—is increasingly rare and increasingly essential."

Making Books Accessible

At Gustro Ltd, Florence and her team have developed innovative approaches to making books more accessible. This includes bulk pricing for schools and institutions, partnerships with donor organizations to fund library programs, and advocacy for policies that reduce import duties on educational materials.

She also champions local authors and publishers, believing that African voices must be prominent in the books read by African students. "It's not enough to read about Africa through Western eyes," she insists. "Our children need to see themselves as protagonists in stories, not sideline characters in others' narratives."

A Vision for the Future

Florence's ultimate vision is a East Africa where reading is a cultural norm rather than an exception. She imagines schools with robust libraries, homes where books are visible and valued, and workplaces where employees engage in continuous learning through reading. She sees a region where authors thrive, publishers flourish, and readers—informed, thoughtful, and engaged—shape more just and prosperous societies.

Achieving this vision requires commitment from multiple stakeholders: educators who model and encourage reading, parents who create reading-friendly home environments, policymakers who invest in library infrastructure, and business leaders like Florence who ensure that books reach those who need them most.

For information about library services, bulk book orders, or reading promotion programs, contact Gustro Ltd or reach out through URRO's network of publishing and distribution partners.