Customers have a right to know what they are consuming!
The world market has always been dynamic characterised by new developments all the time.
Some of the developments can be classified as scientific and technological.
As marketers, developments in these areas signify better ways of doing business, improved services and products.
There is no doubt that scientific and technological developments have significantly contributed to the growth of marketing.
In fact, what we refer to as innovation in marketing is usually synonymous with the two.
Products such as electrical equipment, computers, vehicles and many others are a result of scientific research and investment in technology.
Among some of the remarkable developments in science include the introduction of Genetically Modified Organisms (GMOs).
Over 10 years ago Zambia got introduced to GMO maize and I recall there were concerns and speculation on how safe this maize was and other health effects on consumers.
During that time the ruling MMD government then, made a strong position that Zambia would not allow the importation of any genetically modified products on the market.
“Zambia will not be a dumping ground for any genetically modified products,” said late President Levy Mwanawasa (May his soul rest in peace!)
The decision taken by government at that time was done in good taste and meant to protect the general public.
The general public needed to be protected from harmful products or at least not until more information on GMOs was gathered.
After many years of research, it has now come to be established that genetically modified products might have some side effects on consumers.
Despite the decision taken by government over 10 years ago not to allow GMOs, it is becoming more apparent that most of the consumer products such as meat, chicken, fish and many others on the Zambian market fall under the category of genetically modified organisms.
For the sake of our dear readers, it would be right to give a simple definition of GMOs.
GMOs can be defined as organisms whose natural genes have been altered or changed through a scientific process known as genetic engineering.
This often involves the manipulation of DNA to modify hereditary features.
GMOs are therefore not natural or original for the lack of a better term.
There are several ways through which organisms can be genetically modified.
Some of the ways include feeding animals with feed that might enhance or speed up their growth or injecting the animal with substances that might mutate its genes and boast growth.
The opposite of genetically modified organisms are organic. Organic products are natural plants or animals which are produced without the use of artificial fertilizers or pesticides.
In the United States of America, China and many European countries, consumers have accepted genetically modified products as consumable products without difficulties, after being massively educated and sensitized.
In most developed countries consumers have a right to choose between GMOs and Organic products.
Marketing companies have also been ensuring that they clearly indicate on packaging that a particular product is GMO or Organic.
What then is the challenge for the Zambian consumer on GMOs. The problem I perceive emanates from lack of sufficient information and consumer sensitization.
The government and other relevant institutions have not done a good job at disseminating information on GMOs to all Zambians.
At the moment there are no deliberate programmes or campaigns aimed at educating people on GMOs.
Marketing organisations, as well as manufacturers of food products are equally doing an injustice to the Zambian consumer by not adequately stating on whether a product is organic or GMO.
I have come across food products from South Africa clearly labeled as organic or GMO.
Zambian marketing or retailing companies on the other hand would rather have the consumer guess if the product they are purchasing is GMO or organic.
This trend is against the International Consumer Charter which states that every consumer has the right to information.
Currently a snap survey indicates that about 70 percent of the Zambian consumers have little information on GMOs.
I took a shopping survey at some of our popular retail chain stores in Lusaka recently to observe the buying behaviour of some shoppers.
I noticed that the majority of the shoppers simply stocked their shopping trolleys with products without caring to check on details on packaging.
In the townships it is now trendy to see consumers buying the so called “Nhkukuza loan” in preference for the village chickens, incidentally village chickens are now not even known to be chickens by most of our children.
But do these people know that these chickens are actually GMOs?
As marketers we have a role to play in ensuring that the consumers of our products have adequate, accurate and correct information about our products.
This can be done by giving detailed information on packing and other marketing communications and sales promotion material.
Marketers can also use public relations to engage the public’s and disseminate important information about their products.
Marketers should always be proactive on such issues in order to avoid crisis. Remember that it is much easy to prevent a crisis than to manage it.
The Author is Manager – Business Development, Marketing and Public Relations at Zambia Open University.  For comments, e-mail to dennis_sokondhlovu@yahoo.com