Mbabane- Embiveni Biggest Braai Charity Event has been granted permission to use the Made in Eswatini Mark ahead of its landmark 10th
anniversary celebrations, becoming one of the first homegrown initiatives to receive the recognition
before the mark’s official licensing rollout.
The authorization signals a significant shift in how the Made in Eswatini brand will be applied, extending
beyond products and services to recognize uniquely Swazi concepts and experiences that contribute to
economic growth and social development.
The announcement was made this week through a partnership between Philani Maswati Charity
Organization, which organizes the annual event, and A Peculiar People, the custodians of the Made in
Eswatini® Mark.
Set for July 25 at the Mavuso Trade Centre, the 10th Anniversary “Agape” Edition is expected to attract
thousands of people for a day of braai, entertainment, networking and philanthropy. Held under the
patronage of Her Majesty the Indlovukazi, proceeds from the event will go towards supporting
vulnerable children and elderly citizens across the country.
For A Peculiar People, the decision to authorize the use of the mark reflects the event’s evolution from a
local gathering into a nationally recognized platform that promotes Swazi entrepreneurship, social
responsibility and community development.
Chairman Melusi Zox Dlamini said the Embiveni Biggest Braai perfectly embodies the spirit behind the
Made in Eswatini initiative.
“The Embiveni Biggest Braai is a homegrown concept that was imagined, developed and successfully
scaled right here in Eswatini. It demonstrates that local innovation is not limited to products on
supermarket shelves, but can also be found in ideas and experiences that create tangible economic and
social value,” he said.
The authorization forms part of a pilot programme designed to familiarise consumers with the Made in
Eswatini Mark before the commencement of formal licensing.
According to Dlamini, selected brands, products, services and initiatives are being granted permission to
use the mark as part of efforts to build public recognition and trust while a national consultation process
continues to define what qualifies as Made in Eswatini.
The consultation, which is expected to conclude later this month, seeks input from businesses,
consumers, policymakers and other stakeholders on the future governance and implementation of the
mark.
Meanwhile, Philani Maswati Charity Organization Chairman Lutfo E. Dlamini said the partnership
strengthens the event’s commitment to supporting local businesses and keeping economic value within
Eswatini.
He noted that the Embiveni Biggest Braai has consistently promoted the use of locally sourced products,
from meat and charcoal to braai equipment and event services.
“Every time people choose local products, they support jobs, create opportunities for businesses and
strengthen communities. That is the impact we want to see through this event,” he noted.
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