Editor,

RE: "Image and perception hurting local brands” (The New Times, March 16).

I’ll start by quoting Trade and Industry minister François Kanimba in the story: "I think the question we should go forward seeking answers to in regards to ‘Made in Rwanda’ products is how to change perception.”

When you ask the wrong question, you always get the wrong answer and you mislead yourself and others.

The right question that should rather be asked is, "What are we producing? Is it enough both in quantity and quality? Is it competitive?”

In fact, where is that "Made in Rwanda” that Kanimba wants us to change perception for?

The problem lies totally elsewhere and it is not us the consumers who have a bad perception—it is the Ministry of Trade and Industry and the Private Sector Federation who are totally confused; in limbo.

First case in point: Dear Minister, tell me what causes three-month shelf-life locally-produced Inyange’s 500ml milk to cost Rwf500 on the market while an imported six-month shelf-life Uganda’s Highland costs Rwf450. Do you want to convince me that I should pay Rwf50 higher merely because the product is made in Rwanda?

Wrong!

Second case in point: Minister Kanimba says that I have a wrong perception about Cimerwa, but it is known that some five years ago (before Hima and Bamburi flooded the Rwandan market) Cimerwa was the best and the most sought after cement on the market, it was of incredibly high quality but, because of persistent low production capacity, poor management and higher cost/bag, people’s choice shifted to Hima Cement—which was and is still cheaper— despite being imported hundreds of kilometers across the border in Uganda.

Now Minister Kanimba and Cimerwa are struggling to convince me that I have a bad perception about local cement!

The only way forward: the Government of Rwanda should n fully embrace industrialization.

Sebera K.