The Golden Conifer in Strathaven, Harare, was alive with celebration on May 30 as the ZIMBRANDS Awards, rebranded under the Buy Zimbabwe Campaign, honoured the country’s top local brands and the individuals behind their success. Among the night’s biggest moments was the crowning of Zvishavane-based businesswoman Ashell Ruswa as the ZIMBRANDS Champion of the Year for her outstanding contributions to entrepreneurship and community development.
Ruswa, emerged as the most celebrated figure of the evening. Hailing from a mining town better known for its asbestos past, Ruswa has redefined Zvishavane through her ventures in property development and education. Her company owns Errymaple Primary and High Schools, institutions that have become cornerstones of the community’s transformation. In a 2018 interview with The Chronicle, she recalled that Zvishavane had no private or council schools before 2004, forcing parents to send their children elsewhere for education. Her vision to build private schools not only filled that gap but also sparked infrastructural development in the area.
Overcoming the odds in a male-dominated business landscape, Ruswa has built Errymaple into a symbol of excellence. With facilities like swimming pools and tennis courts, her schools rival those in major urban centres. Her story resonates with the goals of the Buy Zimbabwe Campaign, which aims to reduce import dependency and promote local innovation. Her award was met with resounding applause, not just in recognition of her business success, but for her dedication to uplifting her community.
In his speech Industry and Commerce Minister Hon. Nqobizitha Mangaliso Ndhlovu who was represented at the event by Dr. Thomas Utete Wushe the Permanent Secretary in the ministry , described the awards as a national “Call-to-Action” for Zimbabweans to take charge of their economic destiny. He emphasized the importance of local brands and entrepreneurs like Ruswa in achieving sustainable growth. Referencing the Local Content Strategy Initiative, which promotes domestic production across industries, he called for a mindset shift among consumers. “Imported goods are not necessarily better than locally produced goods,” he noted, while outlining plans to combat smuggling and counterfeit products through the Anti-Smuggling Program Initiative.
Drawing parallels with countries like Indonesia and Nigeria, which have used local content strategies to drive industrial growth, the Minister stressed the need for research, innovation, and investment in homegrown solutions. He referenced a recent CZI survey that showed stagnation in technological investment and reaffirmed the government’s Vision 2030 mantra: “Nyika inovakwa nevene vayo, Ilizwe lakhiwa ngabanikazi balo” – the nation is built by its people.
Chairperson of the Local Content Steering Committee, Charles Msipa, echoed this sentiment, stressing that prioritizing Zimbabwean products helps retain wealth within the country. He noted the Buy Zimbabwe Campaign’s progress, with local product shelf space rising from 10% in 2011 to over 60% today. Msipa called for a united effort between government, business, and academia to strengthen local supply chains, improve quality, and reduce the trade deficit. “Every product made in Zimbabwe tells a story of resilience, creativity, and pride,” he said.
This year’s awards honoured brands that exemplify excellence across various sectors. Winners included Seedco for Agricultural Inputs, Zimplow for Agricultural Equipment, ZFC in Chemicals and Fertilisers, and Zimgold in Cooking Oil. Consumer favourites like Pearlenta, Cerevita, and Boom topped categories in mealie meal, cereals, and detergents, respectively. Service providers such as Econet, NetOne, and Nyaradzo were also recognised, while emerging brands like Nyathi, Kunaka, and Gloria Munchies earned applause alongside innovators like ZESA Enterprises and Blue Ribbon Foods.
Ashell Ruswa’s award stood as a symbol of what’s possible when determination meets vision. Her role in reshaping Zvishavane’s education and infrastructure reflects the broader goal of building an empowered and self-reliant nation. Minister Ndhlovu congratulated Ruswa and all the winners, calling them “torchbearers of local content production” and urging the next generation of entrepreneurs to follow in their footsteps. “The market rewards those who strive for excellence,” he said.
The 2025 ZIMBRANDS Awards celebrated more than just products—they spotlighted people like Ruswa, whose courage and commitment are helping write a new chapter for Zimbabwe. As the country advances toward Vision 2030, her story stands as a powerful reminder of how local innovation and community-driven efforts can shape a prosperous future for all.
