The Ethiopian Quality Award Organization (EQA) was established in 2008 through a collaboration between Addis Ababa University (AAU) and Walta Media and Communication. Its mission is to cultivate a national quality brand by recognizing and rewarding organizations that implement quality systems in their products and services, while keeping pace with the rapidly evolving global economic landscape and market competition. To achieve its goals, EQA has been working closely with the government and is currently collaborating with the Office of the Prime Minister to draft a regulation aimed at enhancing its resources and maximizing the benefits for recipients of its prestigious award.
As the organization prepares for upcoming changes and continues its activities, Tewodros Mebrat, CEO of EQA, spoke with Capital to discuss the current state of the award, its challenges, and future aspirations. Since 2016, Tewodros has been at the helm of the Ethiopian Quality Award Organization (EQA) as its CEO. His role encompasses overseeing executive leadership, training initiatives, and public relations, all while driving the organization towards its strategic goals. Under his guidance, EQA has embraced ambitious business strategies and cultivated a workplace culture rooted in transparency and accountability.
Capital: What is the current state of the Ethiopian Quality Award (EQA)? Has the previous level of grace and prestige been maintained?
Tewodros Mebrat: The grace and prestige of the Ethiopian Quality Award have significantly increased. For example, the award ceremony, which was previously held in hotels, is now hosted at the National Palace—a venue that is not easily accessible to everyone, symbolizing the award’s elevated status. The ceremony attracts representatives from high-standard companies and organizations competing for this prestigious recognition. Maintaining the award’s grace is critical; if we fail to do so, institutions and companies may lose their desire to compete in the future. While the process itself provides a valuable learning experience for participants, even those who do not win, the award ceremony must be conducted at a high level, consistent with international standards.
Capital: It is known that the expenses involved in this process are significant. How do you manage these costs from start to finish? What role does the government play in supporting the organization?
Tewodros: Initially, the founders of EQA, Addis Ababa University (AAU) and the former Walta Media (a state-affiliated media organization), provided funding to support the initiative. Currently, large organizations, including private companies and state-owned enterprises that understand EQA’s mission, are sponsoring the program. Additionally, registration fees from participants help cover the costs of the quality competition. However, we still face a significant resource gap, particularly in promotion, training, and raising awareness about quality issues. To address this, we are drafting regulations and engaging with the Office of the Prime Minister. We have already had one round of discussions and received feedback to refine the regulations further. Once finalized, we hope to secure direct government budget support, similar to practices in other countries.
It’s important to note that the award must remain neutral, especially since government institutions also compete. At the same time, EQA plays a vital role in enhancing the country’s international competitiveness, making it a key government initiative deserving of budget support. For example, the cost of supporting a single organization from registration to the final stage exceeds one million birr. However, as a non-profit organization, we only charge a service fee to cover operational costs, unlike profit-driven certifications like ISO.
Ultimately, EQA’s success relies on patriotic individuals with extensive expertise who volunteer their time and skills to serve the organization. If their contributions were monetized, we would not be able to sustain the organization’s operations.
Capital: You mentioned that you have prepared regulations. What is your current relationship with the government, and how is it evolving?
Tewodros: We, along with the President of Addis Ababa University, have met with the Head of Cabinet Affairs in the Prime Minister’s Office and discussed our collaboration with the Minister of Trade and Regional Integration. For the government to provide budget support, there must be a proper channel for allocating funds. Currently, the Ethiopian Science Academy serves as a model for us. It is an autonomous body where scholars conduct research, and the government allocates a budget of 10 million birr in grants, along with free office space. This type of arrangement is relatively new in Ethiopia.
In other countries, such as the United States, foundations often support initiatives like the Malcolm Baldrige National Quality Award, which receives consistent funding through its foundation. This model is not yet widespread in Ethiopia. For the EQA, the goal is not to generate revenue but to provide services through government funding or other sources, ensuring its independence. Additionally, to foster a culture of quality and raise public awareness, we believe the government should allocate a dedicated budget for this purpose.
Capital: What are the benefits for organizations that receive this award, and what additional advantages do you expect to create for awardees?
Tewodros: The primary benefit for organizations is gaining a clear understanding of their operational health, the systems they have in place, and their capacity to sustain performance in the future, even without key individuals. Beyond the competition, the detailed feedback they receive—spanning over 60 pages—is invaluable. It highlights their strengths and areas for improvement, guiding them toward better practices. Often, organizations are unaware of their gaps, which is why some participate multiple times, using the feedback to address their weaknesses. For example, some organizations have competed more than seven times, continuously improving through the process.
Additionally, organizations that win the award three times consecutively must take a five-year break from competing. This ensures that the focus remains on improvement rather than just winning. For instance, Horizon has won the award twice in a row and has registered again this year. If it wins this time, it will be excluded from the competition for the next five years. Such companies serve as benchmarks for developing human resources and systems, contributing to overall organizational growth and strength.
We are also working on establishing mandatory indirect quality standards.
For example, certain industries, like food and beverage production, could be required by law to meet specific quality standards. However, this must be approached carefully, as the government also considers factors like job creation and investment. Not all organizations can be expected to meet excellence standards immediately.
To further enhance the value of the award, we are advocating for a legal framework that would provide additional benefits to awardees. These could include priority in procurement and bidding processes, the right to use the EQA logo on their materials, and expedited public services or customs procedures. We are drawing inspiration from developed countries, where awards like the Malcolm Baldrige carry significant weight. For example, in the U.S., receiving the Malcolm Baldrige Award is a major advantage for organizations, as it expands their market share and builds trust with stakeholders. We aim to replicate this impact in Ethiopia, making the EQA a symbol of excellence that drives both recognition and business growth.
Capital: When do you expect the regulation ratification process to be finalized?
Tewodros: The regulation ratification process is currently being led at the board level, as it is crucial for the existence and future of the institution. I am actively supporting this process by submitting the necessary documents. Dr. Samuel Kifle, the chairman of the board and President of Addis Ababa University, is spearheading this effort. We anticipate that the process will be completed this year. Additionally, President Taye Atske Selassie, the honorary guardian of EQA, has expressed support for issuing the regulation. Our motto emphasizes “quality as a national priority,” and the government has invested significantly in quality infrastructure, highlighting that the administration is prioritizing quality issues. Therefore, I am optimistic that the regulation will be finalized very soon.
Capital: How much do organizations pay to participate in the competition?
Tewodros: We have recently increased the participation fees. Previously, organizations paid 175,000 birr, but the fees are now set at 250,000 and 300,000 birr. While these fees help cover some costs, organizations are not just competing; they are also supporting our mission. We have established a minimum fee level and rely on sponsors to cover the remaining expenses. If the government provides additional support, we may be able to reduce these fees further. It’s important to note that the Ethiopian Quality Award is not a profit-driven initiative; our goal is to promote and recognize quality excellence.
Capital: What are the current gaps or weaknesses in your organization?
Tewodros: Our most significant gap is in promotion. While we excel at coordinating and supporting our technical committees, who excel at evaluating participants, we struggle with raising awareness about the award and its importance. Improving our promotional efforts is critical to reaching a wider audience and attracting more participants.
Capital: What do you expect from the agreement you made with 27 Marketing and Branding?
Tewodros: We expect this partnership to significantly enhance the visibility and recognition of EQA. With the help of 27 Marketing and Branding, we aim to improve our presence not only in traditional media but also on social and digital platforms. There have been organizations interested in competing in the past that requested information but ultimately did not participate for various reasons. We believe that with improved marketing and branding efforts, more organizations will be encouraged to compete, leading to an overall increase in participation.
