Practical action yields practical results

By Robert Muganda
There is absolutely no doubt that the gap between local business, Government and consumers can only be bridged by practical action.
At some point too much talk with little results on the ground fatigues a country.
This is not only common sense but is a view shared across by most respondents to the Buy Zimbabwe initiative.
The call is for action, action and more action.
Producers feeling the heat of imports want less “yada yada” and more action.
The demand for the March 30 Buy Zimbabwe Conference and exhibition is to seek a solution based by all means.
It seems there is an understanding that the $100 billion economy could only be achieved by practical steps and stakeholders becoming more accountable to each other.
Companies at the receiving end of an unfair duty free regime want to know the practical steps being taken to address their concerns.
They are clear on the various balancing concerns but they are equally keen on understanding how Government views them practically.
Consumers are demanding that companies respond to their needs of being less expensive than imports and be effective in communicating their benefits. One consumer asked why it should be taken for granted that they buy a local yet more expensive product, more so if that local company takes little care to have product consistency, better packaging and doesn’t even promote its products.
A comparison was made with an international company that has embarked on an aggressive promotion of its cereals against very silent local competitors.
For the consumers, local companies must surely go beyond sentiment and take practical steps if they want their products to be bought.
They repeated that “buying local” must not be an excuse for mediocrity, substandard offerings or clever protectionism.
Armed with this information we approached a leading local manufacturer and put these questions squarely to them.
They were “man enough” to admit that they do minimal promotions. But said the reasons have all to do with the need to remain in business.
But they also stated that their products are very competitive at every level.
In fact, in terms of quality they offer natural foods with no growth enhancement things like genetically modified products.
They also spoke passionately of their employees and tax contributions.
They feel the local scene is too noisy leaving nobody listening to anyone’s cry for help and support.
They have committed to present their case for all to hear and in return wish for other players in the value chain to reciprocate.
There are consumers who have sought to change their buying habits.
One pastor we know actively looks out for products made in Zimbabwe before making a decision to buy. One reader responding to the last article emailed to say that the reason he has chosen not to buy the Zimbabwe tag is because it is made elsewhere.
This particular reader also feels that “everyone has to come to play ball, Government, manufacturers and consumers alike.
Our landscape requires that we put aside our differences ahead of the broader picture.
Action requires Zimbabweans to come together and take our different concerns into account in order to drive the country to success.
Although we all know what needs to be done we continue to make individual efforts in our little confined spaces whose results, however, continue to be blurred. Interestingly, our reader added that sacrifices have to be made in the short-term if Zimbabwe is going to experience economic recovery in the long-term.
Although I totally agree with this in principle, I feel it is difficult for many to make any sacrifices if they do not understand the point of making it.
The reason our reader has come to a conscious decision that 80 percent of his monthly grocery basket has homegrown products is because he is one of the few that understands the economic outcome of his decision.
However, not all consumers are privileged with information to understand the economic effects of their shopping trends.
Those that appreciate that “shopping local” creates “multiplier effects” that circulate a portion of their expenditure in the Zimbabwean economy contributing to economic development are willing to support local companies.
Clearly, the key here is UNDERSTANDING.
The question, however, is how does one understand something or someone they know very little of?
Events of the last couple of years have effectively disconnected the local producer from the consumer, Government from the local producer and the consumer from the two.
The critical parties to the ball game understand very little of the challenges that each is facing in the value chain because the lines of communication have been cut.
It is time we recognise the consequences of our actions.
To paint a picture, last year jobs were lost and working hours reduced as a cost cutting measure at a leading food processing company.
Poor business performance at a time foreign competition was thriving influenced the move. Certainly the company can not help but feel lonely when consumers switch allegiance to foreign imports.
Sadly, it is not only the worker that is affected. Downstream, a lot of their suppliers who include local communities that supply them with the guava, for example, that the company eventually tins for the local and export market loses out on revenue.
It was interesting to learn that this company does not own any guava plantations but harvests the fruit from regions where it grows in the wild and naturally, through arrangements with local chiefs.
This means that local communities are empowered. However, if they have been forced to reduce their productivity because of low capacity utilisation they have to reduce the amount of guava they buy.
Now that is vicious.
Other companies that have cut jobs have had to replace the human element with machines. Commendable as it may be, because it helps boost capacity, cheaper and often with faster turnaround time, nonetheless, one does not need to be a rocket scientist to realise that this contributes to the increasing burden of unemployment. Unemployment also means fewer people with disposable incomes to buy goods and services.
This ultimately leads to a stagnant economy with very little or no action at all.
If no one is buying, even the foreign brands will disappear and Zimbabwe goes back to that period where shops were empty.
This too is vicious.
Now, let’s all imagine the Promised Land and see us there and let’s begin to take steps towards a shared goal.
The Buy Zimbabwe Campaign conference should help us as Government, business and consumers realise the things that we can do better.
It is a platform where we move from being wordsmiths who are good at throwing statistics and rhetoric to providers of real solutions that will help us build a better Zimbabwe.
l For Comments, contributions and enquiries please contact Buy Zimbabwe at:
22 Broadlands Road
Mount Pleasant
Harare
Cell: 0772 714 233
Email: [email protected]
Or join us on facebook: Buy Zimbabwe Campaign