National brand to enhance market edge
DAR ES SALAAM: TANZANIA’S national brand is strengthening local goods’ competitiveness across domestic, regional and global markets while driving industrial growth and economic diversification.
The programme ‘Made in Tanzania’ by Tanzania Trade Development Authority unifies Tanzanian products under a national brand to boost market trust, attract international buyers, and drive export growth.
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TanTrade Director General Dr Latifa Khamis said the first phase will register 300 products, focusing on items rather than companies to track the national brand’s impact on pricing, buyer confidence and market reach. Dr Khamis said product registration began in August via TanTrade’s ITIMS platform. To date, 54 products and 12 companies have been registered, showing rising private sector interest in leveraging the national brand for value and differentiation.
“Awarded products span key sectors including industrial manufacturing, agro-processing, mining, transportation and creative industries. “Registered companies include Abdallah Hasham Ndauka (manufacturing), Farmbase Limited (veterinary pharmaceuticals), Afri Tea and Coffee Blenders (1963) Ltd (tea and coffee processing), Durapower Investments Limited (mining), Jitegemee Holdings Company Limited (mining), Global Paints Tanzania Pvt. Limited (manufacturing),” mentioned Dr Khamis.
Others are: “Maisha Organic Company Limited (organic agriculture), Airplanes Africa Limited (transportation), Yusuph Michael Lehemu (arts and creative design), Tanfoam Limited (manufacturing), African Uji Mix (processed foods), and Amir Hamza (T) Ltd (agriculture)”.
Furthermore, she said commercially, the mark is expected to boost international buyer confidence, enabling Tanzanian products to command price premiums in export markets.
It is also projected to enhance export competitiveness, increase foreign exchange earnings, and attract investment in export-oriented manufacturing by reinforcing Tanzania’s reputation as a reliable source of quality goods.
Growing demand for products bearing the mark is anticipated to stimulate domestic production and job creation, while strengthening the Tanzania brand as a long-term strategic asset in economic diplomacy and trade engagement. She said implementation relies on close institutional collaboration to ensure certified products meet legal, quality and origin standards.
While progress is encouraging, continued ICT improvements and stronger interinstitutional coordination are needed to speed up verification and logo issuance.
Dr Khamis said TanTrade will intensify awareness campaigns, fast-track applications, and streamline verification to reach the 300-product target, positioning the ‘Made in Tanzania’ brand as a strategic tool to boost competitiveness, exports and Tanzania’s global trade standing.
