The Golden Conifer in Strathaven, Harare, radiated pride and optimism on Friday evening, as the ZIMBRANDS Awards, rebranded under the Buy Zimbabwe Campaign, honored the nation’s leading local brands for their innovation, quality, and pivotal role in advancing Zimbabwe’s economic sovereignty. The prestigious ceremony, graced by officials from the Ministry of Industry and Commerce, led by Dr. Thomas Utete Wushe the Permanent Secretary, underscored the power of local ingenuity in driving sustainable growth and fostering national pride.
In his keynote address read on his behalf by Dr Utete, Minister Ndhlovu described the ZIMBRANDS Awards as more than a celebration of excellence, but a resounding “Call-to-Action” for Zimbabweans to take ownership of their economic future. “The future of this economy and that of the citizenry of this country is in our hands,” he declared, emphasizing that local brands are the torchbearers of resilience, innovation, and entrepreneurship. He highlighted the critical role of localized value chains in not only growing the economy but also preserving jobs domestically, stating, “We do not only grow the economy, but equally important, we do not export jobs!”
The Minister praised the recent liberalization of the exchange rate, which has provided a lifeline for retailers and wholesalers by easing pricing challenges caused by past disparities. He reaffirmed the government’s commitment to combating smuggling and counterfeit goods that threaten local markets. “We will work tirelessly to protect our local businesses, ensuring a fair environment for all,” he assured, urging continued engagement with the business community to address these challenges collaboratively.
Local Content: The Bedrock of Economic Growth
Central to the Minister’s remarks was the Local Content Strategy Initiative, a cornerstone of Zimbabwe’s economic development agenda. By mandating local content across industries and providing financial and technical support, the government aims to bolster production, create jobs, and promote beneficiation. Ndhlovu called for a mindset shift among consumers to dispel the notion that imported goods are inherently superior. “Our consumer engagement campaigns will inculcate pride in Zimbabwean products,” he said, envisioning a vibrant manufacturing sector that reduces reliance on imports and drives innovation.
The Minister also highlighted the Anti-Smuggling Program Initiative, which enhances surveillance and collaborates with law enforcement to protect local industries from unfair competition. Public awareness campaigns will educate consumers on the detrimental impacts of smuggling, reinforcing the value of supporting legitimate businesses.
Global Alignment and Vision 2030
As Zimbabwe prepares to compete in the African Continental Free Trade Area (AfCFTA), Ndhlovu noted that the country’s local content strategy draws inspiration from successful models in nations like Indonesia, India, Brazil, and Nigeria. “We can learn from their experiences and adapt these strategies to our unique context,” he said, urging businesses to invest in modern infrastructure and research and development (R&D) to maintain competitiveness. Citing a recent CZI survey that revealed stagnant technological investment, he called for industry reinvigoration to ensure innovation and global relevance.
Ndhlovu emphasized Zimbabwe’s pursuit of Vision 2030, aiming for upper-middle-income status by leveraging its rich industrial base. He invoked the national mantra, “Nyika inovakwa nevene vayo, Ilizwe lakhiwa ngabanikazi balo” (The nation is built by its people), underscoring the collective responsibility to build a prosperous Zimbabwe.
Insights from the Local Content Steering Committee
Mr. Charles Msipa, Chairperson of the Local Content Steering Committee, delivered a compelling case for prioritizing local content. “Local content is not just a policy—it’s a pathway to economic sovereignty,” he stated, highlighting how supporting Zimbabwean goods keeps wealth circulating domestically, creates jobs, and fosters innovation. He noted the remarkable progress of the Buy Zimbabwe Campaign, with local products now occupying over 60% of shelf space, a significant leap from just 10% in 2011.
Msipa emphasized the need to reduce Zimbabwe’s trade deficit by scaling up local production and consumption, which would conserve foreign currency and strengthen the national currency. He called for collaboration between the private sector, academia, and government to develop local supply chains and promote quality standards that build consumer trust. “Every product made in Zimbabwe tells a story of resilience, creativity, and pride,” he concluded, urging stakeholders to embrace the Buy Zimbabwe mindset as a lifestyle and set measurable targets for increasing local content.
Honoring Zimbabwe’s Top Brands
The ZIMBRANDS Awards 2025 celebrated excellence across diverse sectors, recognizing brands that exemplify quality, innovation, and consumer trust. The event also honored emerging brands and innovative drivers, with Mrs. Ashell Ruswa, a Zvishavane businesswoman, named the ZIMBRANDS Champion of the Year. Below is a list of the winners and runners-up:
- Leading Local Brands in Agricultural Inputs Award
- Winner: Seedco
- 1st Runner-Up: Agriseeds
- 2nd Runner-Up: National Tested Seeds
- Leading Local Brands in Agricultural Equipment Production Award
- Winner: Zimplow
- 1st Runner-Up: Drip Tech
- 2nd Runner-Up: Appropriate Technology
- Leading Local Brands in Chemical and Fertilizer Production Award
- Winner: ZFC
- 1st Runner-Up: Omnia Fertiliser
- 2nd Runner-Up: Windmill
- Mining Company Supporting Local Businesses Award
- Winner: Zimplats
- 1st Runner-Up: Mimosa Mine
- 2nd Runner-Up: Unki Mine
- Leading Mealie Meal Brands Award
- Winner: Pearlenta
- 1st Runner-Up: Red Seal
- 2nd Runner-Up: Better Buy
- Leading Biscuits Brands Award
- Winner: Proton – Ramba Waraira
- 1st Runner-Up: Arenel
- 2nd Runner-Up: Charhons
- Leading Snacks Brands Award
- Winner: King Kurls
- 1st Runner-Up: Mega Snax
- 2nd Runner-Up: Spuds
- Leading Animal Feed Brands Award
- Winner: Profeeds
- 1st Runner-Up: Feedmix
- 2nd Runner-Up: Agri Foods
- Leading Cooking Oil Brands Award
- Winner: Zimgold
- 1st Runner-Up: Pure Drop
- 2nd Runner-Up: Raha
- Leading Baking Products Brands Award
- Winner: Gloria
- 1st Runner-Up: Mega
- 2nd Runner-Up: Red Seal
- Leading Cereal Brands Award
- Winner: Cerevita
- 1st Runner-Up: Cerelac
- 2nd Runner-Up: Pearlenta
- Leading Detergents Brands Award
- Winner: Boom
- 1st Runner-Up: Aloha
- 2nd Runner-Up: Xtra
- Leading Soap Brands Award
- Winner: Jade
- 1st Runner-Up: Sona
- 2nd Runner-Up: Perfection
- Leading Sorghum Alcoholic Brands Award
- Winner: Super Chibuku
- 1st Runner-Up: Nyathi
- 2nd Runner-Up: Scud
- Leading Spirits Alcoholic Brands Award
- Winner: Two Keys
- 1st Runner-Up: Gold Blend
- 2nd Runner-Up: Whitestone
- Leading Sorghum Malt Brands Award
- Winner: Black Label
- 1st Runner-Up: Castle
- 2nd Runner-Up: Zambezi
- Leading Soft Drinks Brands Award
- Winner: Pepsi
- 1st Runner-Up: Coca Cola
- 2nd Runner-Up: Mirinda
- Leading Cordial Drinks Brands Award
- Winner: Mazoe
- 1st Runner-Up: Ballyhouse
- 2nd Runner-Up: Quench
- Leading Local Juices Brands Award
- Winner: Cascade
- 1st Runner-Up: Revive
- 2nd Runner-Up: Minute Maid
- Leading Local Maheu Brands Award
- Winner: Pfuko
- 1st Runner-Up: Shumba
- 2nd Runner-Up: Revive
- Leading Local Fast Foods Brands Award
- Winner: Chicken Inn
- 1st Runner-Up: Chicken Slice
- 2nd Runner-Up: Eat N Lick
- Leading Building Materials Brands Award
- Winner: PPC
- 1st Runner-Up: Zimtile
- 2nd Runner-Up: Sino Cement
- Leading Clothing and Textile Brands Award
- Winner: Edgars
- 1st Runner-Up: Jet
- 2nd Runner-Up: Waverly
- Leading Local Electronics and Appliances Brands Award
- Winner: Capri
- 1st Runner-Up: Powershop
- 2nd Runner-Up: AE
- Leading Local Tourism Brands (Hotels and Lodges) Award
- Winner: Holiday Inn
- 1st Runner-Up: Rainbow Towers
- 2nd Runner-Up: N1 Hotel
- Leading Local Financial Institution Brands Award
- Winner: CABS
- 1st Runner-Up: NMB
- 2nd Runner-Up: Stanbic
- Leading Local Telecommunication Company (Voice Calls) Award
- Winner: Econet
- 1st Runner-Up: NetOne
- 2nd Runner-Up: Telecel
- Leading Local Telecommunication Company (Data & Internet Service) Award
- Winner: NetOne
- 1st Runner-Up: Econet
- 2nd Runner-Up: Liquid Intelligent Technologies
- Leading Local Insurance Brands Award
- Winner: Zimnat
- 1st Runner-Up: Old Mutual
- 2nd Runner-Up: Ecosure
- Leading Local Medical Aid Brands Award
- Winner: CIMAS
- 1st Runner-Up: PSMAS
- 2nd Runner-Up: Fidelity
- Leading Local Funeral Service Brands Award
- Winner: Nyaradzo
- 1st Runner-Up: Doves
- 2nd Runner-Up: Moonlight
- Leading FMCG Brands Award
- Winner: National Foods
- 1st Runner-Up: Probrands
- 2nd Runner-Up: Nestlé Zimbabwe
- Leading Non-FMCG Brands Award
- Winner: Proplastics
- 1st Runner-Up: Nash Paints
- 2nd Runner-Up: KDV Bedding
- Leading Innovative Drivers Award
- Recognized Companies: ZESA Enterprises, Five Star Industries, Blue Ribbon Foods, Saint Gobain Zimbabwe, General Beltings, Fivet Animal Health
- Leading Emerging Brands Award
- Recognized Brands: Nyathi, Kunaka, Stirpole, Gloria Munchies, Aroma Noodles, Ufresh, Swish Up, Chimpack Distribution, Sunsoya
- ZIMBRANDS Champion of the Year
- Winner: Mrs. Ashell Ruswa (Zvishavane Businesswoman)
