Tanzania has taken a major step towards enhancing its global trade presence with the official launch of the ‘Made in Tanzania’ brand.
The initiative is aimed at promoting locally produced goods as high-quality, innovative, and proudly African on the international stage.
The brand was launched by the President of Zanzibar and Chairman of the Revolutionary Council, Dr Hussein Ali Mwinyi, during the opening of the 49th Dar es Salaam International Trade Fair (DITF), popularly known as Sabasaba.
“Let this mark serve as a catalyst for economic patriotism and encourage every Tanzanian to take pride in using, promoting, and purchasing locally made products,” said Dr Mwinyi.
He urged Tanzanians to embrace the brand not only as a commercial tool but also as a symbol of national identity and self-reliance.
He emphasized the importance of local support in strengthening industries and boosting the country’s economy.
“I call upon fellow citizens to value and prioritize Tanzanian products. Supporting our industries is key to achieving sustainable economic growth,” he added.
Dr Mwinyi assured the public that the government is committed to creating an enabling environment for businesses and investors, outlining several strategic efforts to facilitate trade and industrial growth.
These include regulatory reforms, digital transformation, public-private collaboration, and streamlined investment processes.
“The government will continue to stand shoulder to shoulder with the private sector, entrepreneurs, and investors to build a competitive and inclusive economy,” he affirmed.
He directed the Ministries of Industry and Trade both in Zanzibar and Mainland Tanzania and the Tanzania Trade Development Authority (TanTrade) to roll out public education campaigns to increase awareness and usage of the ‘Made in Tanzania’ label.
“Let this symbol reach every producer, trader, and citizen across the country, becoming a unifying element in our national economic mission,” he said.
The President also praised TanTrade for raising Tanzania’s profile abroad, citing the country’s participation in the Expo 2025 Osaka, Japan, where over 4.7 million visitors have already visited the Tanzania pavilion.
“Such platforms demonstrate the potential of Tanzanian products in global markets. This new brand will ensure they are easily recognized and trusted,” said Dr Mwinyi.
The launch also coincided with the official opening of the 49th DITF, which began on June 28 and runs until July 13, drawing exhibitors and visitors from across the globe.
Minister of Industry and Trade, Dr Selemani Jaffo, underscored the timeliness of the new brand, noting that local production in several sectors now surpasses domestic demand.
“We are producing surplus cement, glass, and a wide range of goods by small and medium enterprises. It is only fitting that we now position these products for international recognition,” said Dr Jaffo.
He added that Tanzania has made considerable progress in improving its trade and investment climate, including legal reforms under the Blueprint for Regulatory Reforms and infrastructure developments such as improved electricity supply.
TanTrade Director General, Latifa Khamis, said preparations are underway to celebrate the 50th anniversary of the DITF next year, noting Tanzania’s leadership in sustaining long-running trade exhibitions in the region.
“Unlike other countries that have tried and failed, Tanzania has remained consistent in promoting trade through these exhibitions,” she said.
Catty Wang, Executive Director of the East Africa Commercial Link Center (EACLC), noted the growing commercial ties between Tanzania and China, particularly since 2021.
Many Chinese companies have participated in Sabasaba to seek investment opportunities and distribution partnerships.
“So far, hundreds of companies have invested in Tanzania, opening factories, creating jobs, and contributing to government revenue,” she said.
Dar es Salaam Regional Commissioner Albert Chalamila emphasized the need for local production as the foundation for a resilient and export-driven economy.
“A production-based economy is key to national prosperity. The more we produce and export, the stronger our economy becomes,” he said.