Chief Executive Officer of United Refineries Limited and former Confederation of Zimbabwe Industries (VZI) president Busisa Moyo has said that marketing Zimbabwe as a brand is really difficult as the product is not yet ready. Moyo said that Zimbabwe still has a number of challenges which still need to be addressed before it is ready for marketing. Speaking at a branding conference recently, Moyo said,
We are not ready, we cannot open up to the world with the way we are. This conversation is way ahead of its time, we have to talk about what kind of a country we need. We need to talk about consensus building. We have a country to create, the product needs to be created before it can be branded and marketed to the rest of the world…You need the country to grow. We are divided as a country, urban versus rural, manufacturers versus retailers, the country is polarised, you cannot market a product like this.
Norton legislator Temba Mliswa added,
…we have to package the product in a way that is acceptable internationally because we are now part of the global village.