EU Backs Fresh Drive to Boost “Made in Gambia” Brand

By Madi S. Njie

Banjul, September 19, 2025 – The European Union, through its Youth Empowerment Project (YEP), is stepping up efforts to put Gambian-made products on the global map, with a renewed focus on strengthening homegrown industries and widening export opportunities.

The initiative, managed by the International Trade Centre (ITC) under its Trade and Investment Policy Unit, is sharpening its priorities to make Gambian businesses more competitive, inclusive, and environmentally sustainable.

Over the past week, stakeholders gathered in Banjul for a series of workshops (September 16–19), where experts and policymakers examined reforms on regulations, intellectual property rights, and eco-friendly procurement. Follow-up sessions on investment facilitation are slated for September 22–23.

Five New Priority Areas

EU Trade Consultant Dev Chamroo, who co-facilitated the sessions, unveiled five focus areas:

1. Strengthening legal and regulatory frameworks.

2. Creating a more business-friendly environment.

3. Expanding access to domestic and international markets.

4. Rolling out nationwide advocacy campaigns.

5. Integrating ICT across industries.

He emphasized that with collaboration and the right policies, the Made in Gambia label could become a catalyst for job creation, stronger exports, and a renewed sense of national pride.

Target Sectors

The plan gives prominence to agro-processing (such as cereals, spices, and beverages), creative industries (including fashion, handicrafts, film, textiles, and music), and service sectors like tourism, fintech, and e-commerce. Women- and youth-led enterprises will remain central to the initiative.

Implementation will be spearheaded by the Ministry of Trade, Industry, Regional Integration and Employment (MoTIE), with the Gambia Investment and Export Promotion Agency (GIEPA) serving as the lead executing body.

Stakeholders’ Voices

At the gathering, Hassoum Ceesay, Director General of the National Centre for Arts and Culture (NCAC), underscored the importance of building capacity and ensuring existing laws are effectively enforced.

Meanwhile, procurement specialist Dr. Kamala Dawar urged the government to adopt Green Public Procurement (GPP) as a tool for both sustainable development and SME empowerment. She noted that in many developing countries, public procurement accounts for as much as 40 percent of GDP—making it a powerful lever to support climate action and inclusive growth.

Although The Gambia’s Public Procurement Act 2022 already embeds sustainability provisions, Dr. Dawar stressed that implementation must be reinforced through transparent systems, monitoring mechanisms, training, and targeted support for small businesses.

“Government spending has the power to reshape the economy and society,” she said. “The challenge is to ensure green procurement is binding, transparent, and inclusive.”