Buy Zimbabwe Campaign: Yes we can!

AS Zimbabwe moves to stimulate increased local and foreign investment, the effective branding of its products and services remains at the centre of its efforts.

A campaign dubbed "Buy Zimbabwe" has already been launched to promote local offerings. Reporter Kudakwashe Mutandi (KM) spoke to Buy Zimbabwe Campaign general manager Mr Munyaradzi Hwengwere (MH) to learn more about the initiative.

KM: What exactly is the Buy Zimbabwe Campaign?

MH: The Buy Zimbabwe Campaign is more than just a marketing campaign for local goods and services. It is a competitiveness driver aimed at realising higher production and consumption of local goods and services on the domestic and international market.

Buy Zimbabwe operates at three levels. The first ensures co-operation among and between various industries, commercial bodies and policymakers while the second centres on competitiveness. The third level focuses on consumption.

KM: How far have you gone in mobilising support for this initiative?

MH: Since its launch in March this year, it is fair to say we have done some work to attract the attention of Government, consumers and industry. Already, we are members of the National Economic Consultative Forum (NECF) and also have a working relationship with the Confederation of Zimbabwe Industries (CZI); Standards Association of Zimbabwe (SAZ); Zimbabwe National Chamber of Commerce (ZNCC) and Consumer Council of Zimbabwe (CCZ).

We also collaborate with a number of private entities in trying to work out mutually agreeable solutions to problems they are facing on the market. The enthusiasm shown towards the "Buy Zimbabwe Day" says a lot about our mobilisation efforts.

KM: How many companies have agreed to be part of the campaign?

MH: The numbers are beyond our wildest expectations and growing every single day. What is even more pleasing is that this cuts across sectors and company size.

KM: Has the Government, in any way, pledged resources to make the programme a success?

MH: Sadly, no. But again, one should understand that Government is grappling with a number of bread and butter issues and operating on a shoe-string budget. We realised from the beginning that while we would indeed welcome financial support from Government, it was high time the private sector took leadership in funding national programmes and activities.

As principal victims of low consumption of local goods and services, it stands to reason that business has an inherent stake in ensuring the Buy Zimbabwe Campaign is well resourced and financed.

KM: How much, in terms of funding, is required to ensure the campaign bears fruit?

MH: Enough to make sure every programme lined up, for instance, Buy Zimbabwe Day, Buy Zimbabwe Week, national road shows and all promotional initiatives that take place to support local products and services, are a success.

At the end of the day, the required resources should add value to the local economy and business.

What I must also emphasise is that for the Buy Zimbabwe Campaign to be sustainable, it must be self-sustaining. This, in turn, means we must develop products and services that ensure local companies participate at every level.

KM: Do you require any legislation or policies to support Buy Zimbabwe?

MH: Please note that we already have a number of policy measures that have been put in place to support local industry. The trouble, more often than not, is lack of compliance.

We have raised, for instance, the issue of some Government departments not procuring cars from Willowvale Mazda Motor Industries (WMMI) and opting for expensive imports.

Yes, expensive. Now look at the consequences: About 800 direct employees are faced with retrenchment. Legislation is in place compelling Government departments to buy local, but is being ignored. Also, look at the case of Olivine, which, despite being renowned for quality products, is faced with closing a number of its plants because it has to compete with finished goods which have been coming into the country at zero percent duty and yet Government continued to exert punitive import duties on its raw materials.

The detergent industry is facing similar problems. There are many things that can be done with current legislation.

So, simply cleaning up the present legislative framework and tightening a number of loopholes will go a long way in supporting the local industry. Government should also take up leadership in buying locally.

Let us go beyond words and engage in practical demonstrable actions.

KM: It seems the Buy Zimbabwe Campaign is being driven by business. Since it is supposed to be a tripartite project, also involving consumers and Government, don't you feel you are leaving out a key constituency?

MH: We are actually working with Government, through the NECF, which brings together all ministries and stakeholders that include labour, industry and consumers. Additionally, we have kept the Ministry of Industry and Commerce apprised of all developments with respect to the campaign.

I am also glad to say we have also begun dialogue on how we can work together with the Office of Deputy Prime Minister Arthur Mutambara, as it is charged with the responsibility of branding Zimbabwe.

KM: Some companies are struggling to retool and recapitalise. Do you think it would be fair to come up with stringent quality control measures under such circumstances?

MH: There are two aspects to this. The first is that the Buy Zimbabwe insignia will only be used for products and services that meet stringent criteria that will, among other aspects, include quality as defined by SAZ.

It is important for consumers and other stakeholders to be able to identify goods and services we can be proud of as a country.

The Buy Zimbabwe insignia also makes it possible for the campaign message to be heard loud and clear without being continuously distracted by (misleading) messages to the effect that the quality of goods and services is inferior.

However, it should also be noted that the Buy Zimbabwe Campaign can only succeed if all companies at different levels of growth, including SMEs, are roped in.

These may need different levels of support, for example, training, marketing and promotion.

We must never, in the name of Buy Zimbabwe, compromise the quality of goods and services.

I know the CZI will hit the roof if we ever came up with that suggestion.

The question is: how can we produce quality goods and services and yet ensure they remain accessible and affordable? There are short to long-term solutions to that.

Our payoff line is "Going beyond words". We chose this to communicate to everyone that our mission must be judged by the things we do, not by words only.

Our feeling is that as Zimbabweans we sometimes over-invest in talking and forget that without implementation nothing ever gets done. So, really, our call is for words we speak to be measured in the action that follows.

KM: What challenges have you encountered so far and are you confident that the project will succeed?

MH: The biggest challenge we have faced, besides the issue of resources, is the "shoot-them-down" syndrome propagated by some well-meaning people who just cannot get over talking and talking.

That said, we are so grateful to many others in Government, business and labour, who have also come to the conclusion that we owe it to ourselves to do something about the deplorable condition we find ourselves in.

Is it not ironic that only 20 years ago Zimbabwe was ahead of Malaysia in terms of a number of economic indices, yet today while we are focused on fighting abject poverty, they are struggling with how to become a top income earner?

Yes, we have challenges, both externally and internally. We will surely continue to mourn if we do not put our hands on the plough and work.

As Buy Zimbabwe, we are determined to play our part and indeed very confident that together we can, as the NECF says, make a difference for the present and future generations.