Dar es Salaam. Tanzania has formally launched its Made in Tanzania brand, a strategic initiative aimed at enhancing the visibility and competitiveness of Tanzanian products on the global market.
The initiative seeks to position the country as a source of high-quality, innovative, and authentically African goods—capitalising on the growing global appetite for distinctive national brands.
The brand was unveiled on Monday, 7 July 2025, by the President of Zanzibar, Dr Hussein Ali Mwinyi, during the official opening of the 49th Dar es Salaam International Trade Fair (DITF), commonly known as Sabasaba.
The fair, one of the country’s most prominent economic events, runs from 28 June to 13 July 2025.
Learning from global branding success
Globally, countries have successfully harnessed national branding to boost exports and strengthen their economic identities.
Labels such as Made in Germany, Made in Italy, and Made in Japan have come to signify excellence in engineering, fashion, and technology respectively.
These brands offer instant recognition and convey trust, quality, and origin—often tied to specific industry strengths.
With the launch of its own national label, Tanzania is stepping into that space.
The objective is to make Tanzanian products easily recognisable and trusted by international consumers, thereby expanding export potential and supporting local industries.
Promoting Commercial Patriotism
Speaking at the launch, Dr Mwinyi called on Tanzanians to embrace and support local products under the new label.
“We must love and value our products,” he said.
“This brand is not just for global markets—it should inspire pride and support among Tanzanians. When we support our own, we strengthen industries, create jobs, and accelerate economic growth,” he added.
He commended the Tanzania Trade Development Authority (TanTrade) for its role in driving the initiative, noting its success in showcasing Tanzanian products internationally.
“Our participation in the Osaka Expo in Japan was a resounding success,” Dr Mwinyi said.
“Over 4.7 million people visited the Tanzanian pavilion. That alone demonstrates the global appetite for what we have to offer.”
Strategic timing for global outreach
The minister for Industry and Trade, Dr Selemani Jafo, described the launch as timely, citing the country’s increased production capacity.
“We are producing more than we can consume,” he noted.
“It is time to formally brand these products for international markets.”
Dr Jafo said this year’s trade fair was historic, marking the first time the Made in Tanzania label was being introduced as a formal tool to market Tanzanian products abroad.
“This brand will ensure our products are not just exported but identified and marketed as uniquely Tanzanian,” he said.
He further pointed to ongoing government efforts to improve the business environment, including legal reforms, regulatory streamlining through the Blueprint for Regulatory Reforms, and investments in energy and infrastructure.
“All of these are designed to make it easier for local producers to thrive and compete globally,” he said.
The unveiling of Made in Tanzania reflects a broader national strategy to boost exports, foster industrial growth, and establish a globally recognised identity for Tanzanian products.
As the label begins to appear on goods across sectors, its success will depend on sustained commitment from government, producers, and consumers alike.
