Poor packaging and limited marketing skills are largely responsible for low consumption of ‘Made in Rwanda’ products, experts have said.

According to experts, local producers must dedicate more resources and time to product packaging and branding for easy market penetration.

The advice follows cries by the private sector over poor consumption of locally manufactured products.

Francois Kanimba, the Minister in charge of Trade and Industry, noted that poor packaging is to a large extent responsible for low consumption of locally produced goods.

Kanimba, told The New Times that the manner in which most local products are packaged does not appeal nor attract customers thus affecting consumption levels.

He added that stake holders must work hard and change people’s perceptions about locally manufactured goods.

"The bad perception people have towards most locally manufactured products has to be addressed if we are to boost consumption; we are working with various stake holders to change the mind set of people and ensure that our products are given first priority,” Kanimba noted.

Complemented by other efforts geared at enhancing value addition along the production chain, we are confident the situation will improve, Kanimba added.

Embracing ICT as a marketing tool

Regis Umugiraneza, the Managing Director of Carl Group Ltd, urged producers to embrace ICT as a marketing tool to boost consumption of locally made products.

"It is critical that we take advantage of various online platforms and reach to customers with messages that promote our products,” Umugiraneza said.

Amani Twagirayezu, the Chief executive Officer, Triumvirate Food Company, said improving on packaging will require less expensive alternatives.

"The cost of packaging is currently expensive when compared to our counter parts in the region; this leaves many producers with no alternatives but to package for the sake of packaging,” Twagirayezu, noted.

Advertising intensively

Meanwhile, consumers have blamed producers for not advertising their products.

Ladsilas Rutayisire, a regular customer, said producers are not doing enough to advertise their products.

"How do they expect us to know what they produce in terms of quality, if even they are not  advertising; the assumption that customers will walk into shops and buy their products is wrong, the market is so competitive that they must advertise intensively .”

There is no way you would expect to boost made in Rwanda products if you are not advertising what you produce, Rutayisire added.

Rutayisire’s views were shared by Charles Uyisenga, a Senator, who said producers are ignoring the most important ingredient of advertising.

"Competitors are building strong distribution channels to reach the consumer from across the globe something that our producers here are not paying attention too. Trade is about creating strong distribution channels through advertisement and marketing,” Uyisenga said.

Reducing the import bill

Many experts believe consuming locally produced commodities will help narrow down the trade deficit gap.

The country’s formal imports decreased by 2.8 percent in value to $2320million in 2015 down from $2386.9million in 2014 according to Central Bank recent statistics

Economic observers say that boosting consumption of locally manufactured goods will further reduce this gap and strengthen competitiveness of the private sector.

editorial@newtimes.co.rw