First Media Dialogue

Liberia's new Commerce Minister Axel M Addy has disclosed that the Ministry of Commerce and Industry is being rebranded to meet the demands of the public, noting that a new day has come.

Addressing a stakeholder's engagement with the media Thursday in Monrovia, Addy admitted that the image of the Ministry has been very negative and needs to be rebranded. "All I can say is that let bygones be bygones as we turn a new page," he told a room full of journalists and his immediate lieutenants.

In moving forward, Addy indicated that both the media and the general public need to "suspend judgment" "understand" the reality through awareness and proper channel of communication and "nature ideas" that will help the ministry plays its role.

Many people in the public have limited confidence and faith in the resolve of the ministry in handling the country's commerce and grooming its industry, with many lambasting the government's entity of failing to control prices on the local market.

Observers said winning total confidence from a disenchanted public remains a challenge, but Addy who officially took over only a month ago has vowed to work with all stakeholders in rebranding Commerce.

"I envision moving the Ministry in a new direction, towards a more effective and efficient commerce," he vowed, something he rephrased yesterday.

Among other things, Addy said internally, the Ministry will focus on capacity building of staff and operators of local businesses and link them with financial institutions to make them vibrant.
The national standard lab, he furthered, will be improved to do sound testing of commodities on the market, admitting that substandard goods were on the market.

Several journalists who spoke at the interactive forum advised the Minister to kickoff the rebranding internally, by ensuring trained staff who are well paid, and by improving the ministry's communications channels.