Why is it important to define a commodity as Namibian?
It confirms its country of origin locally and abroad hence adding value to the local economy and stimulating a sustainable competitive advantage for the product or entity. In our recent stakeholder research, consumers indicated that they view a Namibian product as something that is manufactured or produced in Namibia with the possibility of importing the raw materials. Consumers do not view a product that is merely packed in Namibia as a Namibian product. Consumers want to buy local products to support the local economy. The main reason given by participants as to why consumers do not buy local products is because they are not aware of which products are local. So the Team Namibia logo will endorse these products as Namibian.
What is Country of Origin (COO)?
COO refers to the country of manufacture, production or growth where an article or product comes from. Country of origin is a way to differentiate the product from the competitors. Research shows that the country of origin has an impact on consumers’ quality perceptions of a product, as well as ultimately preference for and willingness to buy that product.
