A new ITC report shows strong support for the African Union certification scheme, highlighting quality as the top driver for its success in boosting regional trade.
The African Union’s Made in Africa (MiA) label is gaining momentum across the continent, promising to reshape how African-made goods are perceived both locally and internationally. Launched in 2021, the initiative aims to support Africa’s economic development and industrial expansion by unifying products under a single, trusted certification mark that signals quality, authenticity, and origin.
The International Trade Centre (ITC) and the African Organisation for Standardisation conducted the first large-scale perception testing and benchmarking exercise for the certification scheme. They found strong and widespread support for the MiA label, which part of a broader push under Agenda 2063, the African Union’s strategic framework for inclusive growth and sustainable development. It is also closely tied to the goals of the African Continental Free Trade Area, which seeks to boost intra-African trade and industrialization.
Measuring Perceptions of the Made in Africa Label: African Consumers Shape Value-Chain Development is based on an online survey of 2,777 consumers from both African and international markets. The study also included interviews with producers and trade experts, notably quality managers from selected African companies and experts from national standardization bodies.
The report findings reveal a ‘clear appetite for authentic, high-quality African goods’, said ITC Executive Director Pamela Coke-Hamilton. Survey feedback ‘drove home that the label can help drive intra-African trade, improve the visibility of African businesses – particularly in high-value sectors – and help these firms increase their market share across the continent and beyond’.
MiA could be a catalyst for change for small firms
The report outlines four key components the label must fulfill: advance quality standards; ensure origin compliance; serve as a promotional tool; and safeguard intellectual property. Among these, quality is seen as the most critical. Quality is linked directly to trust – an essential factor in the label’s credibility and success – and it not only motivates producers to seek certification but also acts as a barrier for those whose goods fail to meet the required standards.
The label’s credibility will depend on its ability to set and enforce robust standards that reflect the expectations of African consumers.
The MiA label is expected to deliver the greatest value for exports in Africa, reinforcing regional supply chains and helping businesses access new markets. Experts say the label could be a game-changer for small and medium-sized enterprises, which often struggle to compete in global markets.
Trade in Africa and with the rest of the world is underexploited. The continent has an unrealized export potential of $33.1 billion, according to the ITC’s Export Potential Map.
Next steps and strategic support
The African Union has already taken steps towards operationalizing the label, including the publication of the Made in Africa – Criteria for Qualification and Guidance for Implementation report and the inclusion of the initiative in the Niamey Action Plan.
The next phase involves piloting the label in a value chain where a high-quality certification would have the most impact. The African Trade and Continental Market Access programme is expected to play a key role in supporting this rollout.
To ensure long-term success, the report recommends:
- Stakeholder consultations to build consensus
- Development of a governance structure for the label
- Marketing and education campaigns to raise awareness
- Digital tools to reach producers and consumers across the continent
‘This is a call for collaboration among different stakeholders: the private sector, regulators, standards development organizations, and other non-state parties for a successful implementation of the label,’ said Hermogene Nsengimana, Secretary General of the African Organisation for Standardisation.
