HARARE-BASED Events management company Proma Events Africa has collaborated with the Consumer Council of Zimbabwe (CCZ) in nationwide roadshows aimed at raising awareness on the escalating threat of counterfeit products on local markets.
Speaking in Kwekwe at a Press briefing on Monday during the launch of the National Awareness Campaign on Anti-counterfeits organised by CCZ, Proma Events Africa chief executive Blessing Jeke said the roadshows, expected to start mid this month, were aimed at educating consumers on their rights and promoting ethical trade practices.
“The roadshows will be held across all provinces, providing a unique platform to educate consumers, empower enforcement authorities and engage businesses on the importance of promoting genuine, safe and high quality products,” Jeke said.
“Through exhibitions, interactive discussions and community engagements, the campaign seeks to strengthen consumer trust and promote ethical trade practices.
“Proma Events Africa recognises that the fight against counterfeit goods requires collaboration between the public and private sectors. To that end, we are inviting manufacturers, retailers, distributors and brands to take part in the roadshows by showcasing and marketing their authentic products.”
He said the roadshows would not only promote participant visibility, but would also help consumers to distinguish genuine brands from counterfeits.
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Jeke said the roadshows would culminate in a national conference on counterfeit goods, where stakeholders would deliberate on sustainable policy and enforcement strategies.
CCZ chief executive, Rosemary Mpofu, said fake products posed a threat to health and also undermined economic growth.
“Counterfeit and substandard consumer products present a serious and direct threat to public health and safety,” she said.
“They undermine legitimate business, erode government revenue and weaken public trust in brands, and markets. We firmly believe that a targeted, large-scale public awareness campaign, combined with strong enforcement, business engagement and the use of verification technologies, will significantly reduce consumer harm, safeguard legitimate businesses and enhance the State’s capacity to dismantle counterfeit supply chains while boosting national revenue.”
She said authorities could complement existing punitive measures by strengthening deterrent initiatives, meting out stricter penalties that include custodial sentences for those found complicity in the manufacture distribution or sale of counterfeit goods.