The crucial role of exceeding consumer expectations through high-quality production in reducing import reliance and enhancing exported goods was underlined at a recent panel discussion at the Ministry of Trade & Regional Integration. The discussion underscored the need for businesses to invest in training, improve infrastructure, and prioritise customer satisfaction. The government's "Let Ethiopia Produce" initiative, launched two years ago, aims to substitute imports with locally produced goods. However, challenges such as substandard quality, limited awareness, and non-conformity to environmental standards hinder the growth of local suppliers. Minister Kassahun Goffe accentuated the importance of prioritising quality for the success of the initiative. He called on manufacturers to invest in quality control measures and meet international standards. An exhibition held last week showcased locally produced goods and encouraged consumers to support domestic businesses. The event was attended by high-level government officials, including Minister Kassahun Goffe, Tewodros Mebrat, CEO of the Ethiopian Quality Award Organisation, and Mesfin Tasew, CEO of Ethiopian Airlines who shared the Airlines' experience in providing high-quality customer service, emphasising the importance of safety, punctuality, and meeting customer expectations.
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