Online Reporter
Nqobile Bhebhe-Senior Business Reporter
PRESIDENT Mnangagwa has urged exporters to ensure their goods carry the “Made in Zimbabwe” insignia in all markets to enhance the visibility of the national brand globally and consolidate its footprint in regional and international trade.
Addressing delegates at the ZimTrade Annual Exporters Conference in Bulawayo yesterday, President Mnangagwa underscored the strategic importance of building a strong national brand anchored on quality, value addition and competitive manufacturing, as Zimbabwe intensifies efforts to grow exports and penetrate new markets.
He said Zimbabwean products, from processed foods to heavy industry outputs, must boldly reflect their country of origin as part of a deliberate strategy to position the nation as a reliable and competitive producer.
“The goal is clear; our country’s processed foods, beverages, engineering products, pharmaceuticals, steel and manufactured goods should carry the ‘Made in Zimbabwe’ insignia into all markets,” said President Mnangagwa.
The call comes at a time when the Government is accelerating industrialisation, beneficiation and value addition across key sectors of the economy in line with Vision 2030.
President Mnangagwa converses with Speaker of Parliament Advocate Jacob Mudenda on the sidelines of the ZimTrade Annual Exporters Conference in Bulawayo yesterday.
He said branding and labelling are not mere cosmetic additions, but strategic tools that communicate quality assurance, standards compliance and national identity in an increasingly competitive global marketplace.
By consistently using the “Made in Zimbabwe” label, exporters will not only enhance product recognition but also build trust and loyalty among international buyers, while strengthening the country’s trade diplomacy and economic influence.
President Mnangagwa urged exporters to be agile and forward-looking, particularly in light of shifting global economic dynamics and the growing importance of Africa and the Global South in international trade.
He challenged businesses to align their export development strategies with emerging opportunities across the continent and beyond.
“Let us take advantage of the opening up of stronger economies to Africa and the rest of the Global South. As Zimbabwe, our export product development, labelling and branding should incorporate aspects related to quality assurance and the intricate concerns of diverse markets.
“Export market strategies have to be alive to the languages of export destinations. The Tourism sector and other critical stakeholders, such as the Ministry of Industry and Commerce and the Ministry of Lands, Agriculture, Water and Rural Development, should play their part in nurturing market linkages and synergies. All hands must be on deck for us to meet our targets.”
President Mnangagwa urged exporters to be agile and forward-looking, particularly in light of shifting global economic dynamics and the growing importance of Africa and the Global South in international trade.
The President said a coordinated national approach is critical to unlocking export growth, with ministries, agencies and private sector players working in synergy to ensure Zimbabwean goods meet international standards and respond to the specific preferences of target markets.
Language adaptation, packaging standards, certification requirements and cultural considerations are increasingly influencing purchasing decisions across global markets.
The emphasis on the “Made in Zimbabwe” insignia dovetails with the Government’s broader thrust to promote local content, stimulate domestic production and reduce reliance on imports, while expanding foreign currency earnings through diversified exports.
Economic analysts say a strong and consistent country-of-origin label can significantly enhance competitiveness by differentiating products, reinforcing perceptions of quality and promoting national pride in locally manufactured goods.
As Zimbabwe deepens engagement within the African Continental Free Trade Area (AfCFTA) and strengthens ties with countries in Asia, the Middle East and Latin America, the President’s call signals a renewed push to consolidate the country’s identity as a producer of high-quality, value-added goods.
With exports playing a pivotal role in economic growth and job creation, the “Made in Zimbabwe” brand is expected to become a central pillar in the country’s trade and industrial development strategy.
