Last week Tuesday’s rebranding exercise embarked upon by the Food and Drugs Authourity (FDA), is like putting an old wine in a new bottle.
Over the years, we have seen state agencies rebranding with the status quo remaining the same or getting worse.
A lot of factors are considered before rebranding can take place, but in Ghana, it has become an avenue for people to line their pockets, when they have exhausted all other avenues of doing that.
The core mandate of FDA, does not support this idea, as it is not a company like Coca Cola or GCB Bank, which have competitors and so must always rebrand to stay ahead of competition.
To give legitimacy to the exercise, the first lady, Rebecca Akufo-Addo, was the guest of honour, she had to travel from wherever with her entourage all from state coffers, just to go and launch a logo.
The rebranding exercise by the FDA, follows similar exercises embarked upon by this government since its birth in 2017.
There has been a concerted and conscious effort by the current administration to redo and rewrite what they came to meet.
Since Delese Mimi Darko, became the Chief Executive Officer (CEO) of FDA, can she tell Ghanaians what new ideas, she has brought onboard that has impacted positively and improve the operations of the authourity.
In 2017, her officers used their eyes and nose to scan through two 40-footer container loads of rotten chicken at the Tema port.
The CEO, who led and introduce the legislation in parliament for the state agency, to be upgraded from a Board to an Authourity, did not rebrand?
The CEO, who was instrumental in moving the headquarters from Ridge to Tetteh Quarshie, did not rebrand?
This newspaper is appalled and disappointed by the decision to embark on this money wasting exercise, which many are inclined to believe it is an opportunity to loot taxpayers’ money. This exercise, will become a yawning hole that would consume monumental resources, because everything, has to change.
It is sad to observe that, at the time the FDA was busy rebranding, the main social issues dominating contemporary discourse in Ghana is drug abuse, criminality and drug trafficking.
Considering the relevance of FDA to Ghanaians and their health, the authourity should have seen the urgency to help in the fight against drugs in the country.
The authourity is now flip-flopping, engaging in changing logo, which will not inure to the benefit of Ghanaians nor enhance its operations.
No explanation or reason, can adequately convince any well-meaning and right thinking Ghanaian, about the rebranding. In any case, how did it cost the taxpayer?
It is our conjecture that, the first lady in giving her blessing to the rebranding, is equally guilty of the attempt by her husband to change everything he came to meet.
Time will expose, all of them.