Kludjeson urges public support for ‘Verify Before You Buy’ campaign

Former President of the Association of Ghana Industries (AGI), Dr Prince Kofi Kludjeson, has called on industry players, stakeholders across the economic value chain and the general public to support Communication for Development and Advocacy Consult (CDA Consult)’s consumer advocacy campaign, “The Trust Economy—Verify Before You Buy.”

Dr Kludjeson, who is also the Board Chairman of CDA Consult, said the campaign seeks to empower consumers to make informed purchasing decisions while promoting a marketplace where honesty is rewarded and quality products can compete fairly.

“The Trust Economy—Verify Before You Buy,” an advocacy campaign that is a consumer empowerment and protection campaign that seeks to empower consumers to build a marketplace where honesty is rewarded, quality competes fairly, and informed consumers drive fake dealers out of business,” Dr Kludjeson explained in an interview.

He described the initiative as a two-pronged campaign designed to protect consumers while also safeguarding the interests of manufacturers, dealers, investors and other stakeholders across the commerce value chain.

Dr Kludjeson, who is the Executive Chairman of Celltel Networks Limited, stressed that consumer protection should not be left to regulators alone, urging the public to report suspected counterfeit and substandard products to the Ghana Standards Authority (GSA), Food and Drugs Authority (FDA) or the police.

“Let us all join and support the CDA CONSULTS: The Trust Economy—Verify Before You Buy Advocacy. Let us fight dealers of counterfeit, substandard, inferior, and fake goods together,” Dr Kludjeson asserted.

He reaffirmed CDA Consult’s commitment to developing a dynamic and effective advocacy campaign that protects lives, safeguards investments, rewards integrity and contributes to building a resilient trust economy for Ghana’s development.

"We call on all manufacturers, investors, dealers, traders, law enforcement bodies, regulators, and the consuming public to join forces with CDA Consult’s Verify Before You Buy advocacy to sanitize the industry. Those who wish to join the advocacy must contact CDA Consult through [email protected],” Dr Kludjeson indicated.

Meanwhile, CDA Consult has announced plans for the regional rollout of “The Trust Economy—Verify Before You Buy”, with Koforidua, the Eastern Regional capital, selected to host the maiden engagement in the third week of November.

According to CDA Consult Executive Director, Francis Ameyibor, the first phase of the campaign will run for two years and cover all 16 regional capitals and 60 selected district capitals.

He said the second phase would consolidate the gains made during the initial rollout and help entrench a nationwide culture of product verification and responsible purchasing.

The Koforidua activation workshop will include market and shopping mall tours to engage traders and consumers directly, alongside the distribution of car stickers and other promotional materials as well as intensive media engagements.

Mr Ameyibor urged consumers to take practical steps to protect themselves from counterfeit and substandard products.

He encouraged consumers to "Check for genuine Ghana Standards Authority (GSA) and Food and Drugs Authority (FDA) marks and verify via official short codes; scrutinize packaging for poor printing, spelling errors, broken seals, and missing manufacturer addresses; buy only from traceable sellers and insist on receipts; and trust their instinct when a price is too good to be true."

He said the campaign recognised the work being done by the GSA and FDA but noted that the agencies could not be physically present at every point of sale.

“CDA Consult acknowledges the efforts of the GSA and FDA but states a hard truth: they cannot police all shops, markets, containers, lorry stations, and online vendors, especially in this peak season.

“But you are there. You are present at the market, in the shop, and at the moment of purchase. Be an extension of the GSA and FDA for your own protection. You are the final inspector. A cheap fake is the most expensive purchase you will ever make,” Mr. Ameyibor stated.

Mr Ameyibor further described the campaign as an economic and national development issue, warning that counterfeit trade poses a threat to legitimate businesses and the wider economy.

“Counterfeit trade kills legitimate Ghanaian businesses, evades taxes needed for roads and schools, destroys jobs, and undermines Ghana’s credibility as a manufacturing hub under the African Continental Free Trade Area (AfCFTA),” he stated.

CDA Consult is also calling on market queens, transport unions, religious bodies, youth groups, student associations, professional bodies and the media to join the campaign and help amplify its message across the country.