MBABANE – The excitement around locally produced goods and services has reached an all-time high.
More than 213 000 votes have been cast in the 2025 Made in Eswatini Consumer Choice Awards, which will culminate in a grand celebration tomorrow.
The event, hosted by A Peculiar People and led by Chairman Melusi ‘Zox’ Dlamini, is set to take place at Brackenhill Estate in Mbabane, with gates opening at noon.
The highlight of the event — the awards ceremony — will run from 3pm to 5pm, designed to coincide with the stunning Mbabane sunset for what organisers promise will be a moving and memorable tribute to local excellence.
This year’s edition marks a historic milestone in public participation. In a press statement, Dlamini confirmed that voting officially closed with over 213 000 votes, far surpassing initial expectations and signalling a strong and growing sense of national pride in products made in Eswatini.
“The unprecedented public participation reflects a growing national pride in locally made products and services — a powerful affirmation of our collective commitment to economic empowerment through local consumption,” said Dlamini.
In a major endorsement of the local enterprise movement, the Minister for Commerce, Industry and Trade, Manqoba Khumalo, will attend the awards ceremony as guest of honour and keynote speaker.
The minister is also expected to personally hand over the awards to winning brands, adding weight to what has become one of the most significant pro-local initiatives in the country.
“This sends a clear message of support from government to the grassroots business community,” Dlamini noted. “It speaks to a shared vision of inclusive economic development built on local pride.”
Reinforcing ‘buy local’ movement
MBABANE – The Consumer Choice Awards initiative is part of a larger campaign by A Peculiar People, aimed at shifting consumer preferences, promoting homegrown entrepreneurship and driving sustainable economic growth.
A Peculiar People Chairman Melusi ‘Zox’ Dlamini, an advocate of the ‘Buy Local’ campaign Swati agenda, said the overwhelming voter turnout is a clear sign that the message is resonating.
“We’re witnessing a cultural shift. People no longer just want to buy what’s cheap or imported — they want to buy what’s local, impactful and ours,” he said.
The awards come at a time when several government ministries and private sector players are aligning around the goal of strengthening domestic production and brand recognition.
More details in today’s paper.
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