#PushaBW Campaign Drives Growth in Local Product Uptake. Botswana’s Buy Local movement is gaining momentum, thanks to the Botswana Investment and Trade Centre’s (BITC) #PushaBW campaign. Designed to promote Botswana-made products and services, the initiative has significantly increased consumer awareness and local product availability in retail stores, according to Kutlo Moagi, Executive Director of Brand Management at BITC.
Moagi highlighted the campaign’s success in securing shelf space for Botswana-branded products in major retail outlets. Through strategic partnerships with retailers like Fours Cash and Carry, Woolworths, Square Mart, and Clicks, BITC has created dedicated in-store branding spaces, making local products more visible and accessible to consumers. The organization has also actively engaged retailers to allocate more shelf space to Botswana-made goods, ensuring increased market presence.
Beyond retail collaborations, BITC has invested in storytelling and marketing initiatives to drive consumer interest in local brands. Through social media, mainstream media, and dedicated #PushaBW marketplaces, the campaign shares the success stories of local entrepreneurs, fostering greater appreciation and demand for homegrown products.
An integral part of the campaign is the annual #PushaBW Forum, hosted during Global Expo Botswana. This platform brings together industry stakeholders to discuss consumer behavior, branding and packaging standards, quality assurance, and strategies for increasing demand for locally made goods. The discussions play a crucial role in shaping policies and refining efforts to strengthen Botswana’s domestic industries.
Several initiatives have been launched under the #PushaBW campaign, further cementing its impact:
- The #PushaBW A Re Chencheng TV Show: Airing on Botswana Television, this program highlights local businesses and their products, increasing public awareness and encouraging consumers to support local brands.
- #PushaBW Store at Sir Seretse Khama International Airport: This retail space provides a dedicated platform for Botswana-made products, introducing travelers to the country’s diverse offerings.
- Retailer Engagements: Ongoing discussions with large and small retailers have resulted in a noticeable increase in local products on store shelves across the country.
As #PushaBW continues to gain traction, BITC remains committed to fostering a strong buy-local culture, ensuring that Botswana’s products and services receive the recognition and support they deserve. Through continuous engagement and strategic partnerships, the campaign is paving the way for a thriving local economy driven by homegrown businesses.
