‘Made in TZ ’: From local hands to global markets

BUILDING consumer confidence in homegrown products with the official launch of the ‘Made in Tanzania’ initiative marks a significant step toward revitalising the country’s industrial base, promoting local innovation and strengthening national economic selfreliance.

For years, local products have often struggled to gain the trust of domestic consumers, who frequently associate quality with foreign labels.

This mindset has stifled growth for many promising small and medium manufacturers. But with ‘Made in Tanzania,’ the country is working to turn the tide strengthening product standards, supporting local innovation and fostering national pride in what is made within its borders.

At its core, the initiative aims to inspire belief in the potential of Tanzanian industries not just among global buyers, but among Tanzanians themselves.

And if successful, it could mark the beginning of a self-sustaining industrial revival rooted in trust, quality and national identity. Unveiled during the 49th Dar es Salaam International Trade Fair (DITF), the initiative is more than a marketing campaign; it’s a strategic shift in how Tanzania values and promotes its own industrial output.

The brand unveiling was presided over by the President of Zanzibar, Dr Hussein Ali Mwinyi, who described the logo as ‘not just a trademark, but a symbol of our national identity.’ He emphasised that the mark would promote pride in Tanzanian products, stimulate local industries, and serve as a beacon of authenticity and quality for global consumers.

“This mark will not only help our products compete internationally, but it will also build consumer confidence. It reflects the creativity, value and identity of our people,” Dr Mwinyi said.

He urged Tanzanians to support the initiative by prioritising locally made goods and directed both Union and Zanzibar industry ministries, alongside the Tanzania Trade Development Authority (TanTrade), to roll out awareness campaigns and educate producers on proper logo use.

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The Made in Tanzania initiative is part of a broader national vision to strengthen the country’s global trade footprint. With rising production capacity in key sectors like cement, sugar, packaging and glass, Tanzania is now poised to enter regional and international markets with a unified and recognisable brand identity.

Minister for Industry and Trade, Dr Selemani Jafo, noted that the timing was ideal: “Our output in several key sectors exceeds local demand. It’s time to formally brand these products for international markets.” He explained that TanTrade had overseen a national competition to design the logo, with more than 80 entries submitted.

Three finalists were shortlisted, reflecting the country’s creative energy and commercial ambition. TanTrade Director General, Dr Latifa Khamis, affirmed the authority’s commitment to pushing the brand to global recognition.

She cited Tanzania’s impressive showcase at the Osaka Expo, where the country’s pavilion attracted more than 4.7 million visitors—clear evidence of growing international interest in Tanzanian products.

“We are launching a comprehensive campaign to familiarise both businesses and consumers with the new brand. This will elevate expectations around product quality and reliability,” she said.

Prime Minister Kassim Majaliwa also backed the initiative, highlighting its potential to strengthen Tanzania’s competitive advantage within the East African Community (EAC) and beyond. He pointed out that intra-EAC trade had grown from 2 billion US dollars in 2005 to over 6 billion US dollars by 2014, and that a visible, trusted national brand would help Tanzania stand out in this expanding market.

“Tanzania’s products must be trusted, visible and easy to identify across borders. We urge producers to use all available media, including digital platforms, to promote this brand,” he said.

More than just a marketing tool, the Made in Tanzania logo is envisioned as a national trustbuilding mechanism. Products bearing the mark will be subject to quality assurance, regulatory certification and traceability—raising the bar for consistency and global market readiness.

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Sub-brands, such as the Tanzania Honey Label, are already demonstrating this approach, showcasing premium standards for export-bound products. Small manufacturers and traders, long in need of a unified identity, welcomed the launch.

Sauda Kipendi, a spice trader from Zanzibar, expressed optimism: “This logo gives us a professional edge. Until now, every business used its own branding. We have waited long enough and we are excited it’s finally here.” Catty Wang, Executive Director of the East Africa Commercial & Logistics Centre (EACLC), noted that foreign investors, particularly from China, are increasingly drawn to Tanzania’s production ecosystem.

“Tanzanian entrepreneurs now have an opportunity to export under a nationally backed identity, which gives legitimacy and recognition to their goods,” she said. Amir Esmail, a coffee exporter and owner of Amir Hamza (T) Ltd, echoed this sentiment:

“We already have company trademarks, but not a national brand. This logo finally fills that gap and gives our products a chance to standout.”

Despite broad support, officials acknowledged challenges that could hinder the long term success of the initiative. Quality enforcement remains critical; without consistent standards and certification, there is a risk of counterfeit goods undermining the brand’s credibility.

Producer awareness and capacity-building are also essential. Many are still unfamiliar with the criteria for using the logo or the benefits it offers.

Infrastructure and logistics are equally important. To meet export ambitions, Tanzania must invest in its supply chains—especially for rural-based industries by improving transport, storage and digital platforms.

TanTrade has committed to integrating branding education into its ongoing SME development programmes. It is also forming partnerships with financial institutions and regulators to support certification, packaging and compliance for producers.

The Made in Tanzania brand is aligned with Vision 2050, Tanzania’s long-term development strategy aimed at building a semi-industrialised, inclusive and export-driven economy.

With active participation in regional blocs such as AfCFTA, EAC and SADC, a consistent national label gives Tanzania greater leverage in trade negotiations and expanded access to preferential markets spanning over 53 countries.

Ultimately, the government sees the brand as more than economic policy it’s a unifying national symbol that represents pride, potential and the power of local enterprise.

As the Made in Tanzania logo begins appearing on a growing range of products—from textiles and honey to electronics and glassware it will represent not just origin, but excellence.

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It’s a declaration of Tanzania’s belief in what it can produce, brand and become. If properly implemented, the brand will empower producers, attract global buyers and elevate Tanzania’s standing in international markets—uniting the nation under a shared identity of quality, resilience and pride.

This logo should not only inspire confidence but spark a movement to champion Tanzanianmade goods as a pillar of national development and economic transformation.