“Made by Africa” is a transformative consumer mobilisation campaign that seeks to amplify the visibility and support for African-made services and product brands. Africa is home to boundless creativity, innovation, and entrepreneurial resilience, yet many of its homegrown businesses struggle to gain the recognition and support they deserve in both local and international markets. This campaign aims to change that by fostering a collective movement to celebrate, support, and promote what is proudly made on African soil.
While “Made in Africa” is primarily a geographic indicator, signifying that a product was manufactured or assembled within the continent, “Made by Africa” is a deeper, more intentional concept that reflects the creativity, ownership, and cultural identity infused into the product or service. Made in Africa simply denotes origin, often focusing on the physical location of production. However, Made by Africa goes beyond the where – it celebrates the who and the how, emphasising African innovation, craftsmanship, and entrepreneurship as central to the product’s story and value.
“Made by Africa” is a narrative of empowerment, highlighting African-led processes, designs, and intellectual contributions, while ensuring that the economic and social benefits remain within the continent. It shifts the focus from the mere act of production to the essence of African creativity, control, and agency in building globally competitive brands. In this way, Made by Africa inspires a sense of pride and ownership while creating opportunities to redefine perceptions of African quality and ingenuity on the global stage.
“Made by Africa” embodies a glocal approach, combining global aspirations with a distinctly African identity. It champions the idea that Africa’s products and services can compete on the world stage while staying rooted in the continent’s rich cultural heritage, creativity, and values. This perspective emphasises producing goods and services that meet international standards without losing their authenticity, ensuring they resonate both locally and globally. By embracing innovation and sustainable practices, Made by Africa bridges the gap between tradition and modernity, showcasing Africa’s ability to contribute meaningfully to the global economy while empowering local communities and fostering pride in African craftsmanship.
This initiative is championed by Jambo Africa Online and the Biashara Services and Products Africa (BiSPA) Conference and Exhibition, delivery platforms of Brandhill Africa, a pan-African brand management and economic diplomacy group. Through these platforms, “Made by Africa” not only promotes African goods and services but also positions Africa as a global hub of quality, innovation, and authenticity. It is about rewriting the narrative of African enterprise and empowering African businesses to thrive in a competitive global economy.
Launched in September 2020, Jambo Africa Online is a global pan-African business weekly news portal that has become a key platform for highlighting economic growth and development across the continent. It serves as a critical voice in showcasing the entrepreneurial spirit and opportunities emerging from Africa.
Complementing this is the Biashara Services and Products Africa (BiSPA) Conference and Exhibition, an annual December event designed to provide a robust marketing platform for African SMEs. Preceded by quarterly hybrid seminars, the BiSPA initiative creates opportunities for SMEs to promote their products and services while fostering connections. In addition, daily interactions and knowledge sharing are facilitated through three active WhatsApp groups, ensuring continuous engagement and collaboration among stakeholders. Some of the keynote speakers to these seminars include Wamkele Mene, Secretary-General of the AfCFTA; Dr Amany Asfour, President of the African Business Council; Cuthbert Ncube, Executive Chairman of the African Tourism Board; and Ben Leyka, CEO of the African Agri Council.
“Made by Africa” seeks to inspire a sense of pride and ownership among Africans while creating opportunities for small and medium-sized enterprises (SMEs) to expand their reach. Central to the campaign is the development of a comprehensive database of African SMEs, offering a searchable platform for buyers, investors, and consumers to discover products and services across various sectors. This initiative provides a critical lifeline for businesses looking to connect with broader markets and gain visibility in an increasingly interconnected world.
Jambo Africa Online will serve as the digital voice of the campaign, sharing compelling narratives of African entrepreneurs, their innovations, and the communities they uplift. Through articles, podcasts, documentaries, and social media campaigns, these stories will inspire confidence in the quality and authenticity of African brands. The BiSPA Conference and Exhibition, on the other hand, will provide a dynamic platform for showcasing African excellence through annual trade expos, networking events, and dialogues aimed at fostering intra-African trade and partnerships.
The campaign will also introduce a “Made by Africa” certification label as a mark of a fully-owned and verified African company. This certification will reassure consumers that they are investing in products and services that were produced in an African country. By spotlighting environmentally and socially responsible African brands, the campaign positions the continent as a key player in the global movement towards sustainability.
To ensure lasting impact, “Made by Africa” will engage policymakers across the continent, advocating for reforms that create an enabling environment for African businesses to flourish. This includes reducing trade barriers, incentivising local production, and leveraging the African Continental Free Trade Area (AfCFTA) to deepen intra-African trade and economic integration.
At its core, “Made by Africa” is about sparking a movement that not only empowers African businesses but also transforms the mindset of consumers to prioritise and take pride in what the continent produces. By mobilising Africans to invest in their own economies, the campaign aims to stimulate job creation, foster economic self-reliance, and cement Africa’s position as a global economic powerhouse.
Through the collaborative efforts of Jambo Africa Online, the BiSPA Conference and Exhibition, and Brandhill Africa, “Made by Africa” seeks to become a beacon of hope and progress. It is a call to action for Africans and the global community to recognise and celebrate the immense potential of African enterprise. Together, we can make “Made by Africa” a mark of excellence and an enduring legacy for future generations.
Those companies interested in being included in the database should send their CEO/MD’s full names; company name; telephone & cellphone numbers; email address; physical address (including country of origin); and the sector the company is in to my email address given below.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
Tel: +27 11 759 4297
Mobile: +27 83 635 7773
Physical Address: 1st Floor, Cradock Square Offices; 169 Oxford Road; Rosebank; JOHANNESBURG; 2196.
eMail: saul.molobi@brandhillafrica.com
Website: www.brandhillafrica.com
Social Media: Twitter / Instagram / LinkedIn / Facebook / YouTube / Jambo Africa Online / WhatsApp Group / 101.9 Chai FM