By Mackie M. Jalloh
The National Consumer Protection Commission of Sierra Leone (NCPCSL) has issued an official response following the circulation of a controversial video on social media that depicts allegations against the food product ‘Al Mira Chicken Luncheon Meat.’ The video, which has sparked widespread public concern, claims the product contains sand, mud, and plastic instead of its expected content.
In a press release dated December 5, 2024, the NCPCSL clarified that its investigation into the matter found the allegations to be baseless and misleading, the commission confirming that the product, imported by Universal Impex of 39A Murray Town Road- Freetown, had undergone rigorous testing by the Sierra Leone Standards Bureau (SLSB); and that the tests confirmed that the luncheon meat met all the required quality standards.
The release further states that the SLSB issued a Certificate of Analysis, dated October 31, 2024, certifying the product’s compliance with safety and quality requirements.
Malicious Intent Behind Social Media Claims
According to the NCPCSL, the viral video is part of a deliberate attempt by rogue individuals to defraud the public by tampering with the product. The commission revealed that the individuals were reloading empty Al Mira cans with sand and other materials in an effort to discredit the product and extort money from unsuspecting consumers.
“This video making rounds on social media is a calculated scheme by some rogue individuals aiming to deceive the public,” stated the NCPCSL in its press release.
Public Advisory on Food Safety
The commission urged the public to exercise caution when purchasing food products, particularly consumables, emphasising the importance of buying from reputable shops and supermarkets where quality assurance and traceability are guaranteed.
“The public is strongly advised to be vigilant and cautious in their purchases. It is further recommended to buy food items from reputable establishments to ensure safety and authenticity,” the NCPCSL advised.
To ensure consumer protection and safety, the NCPCSL also encouraged individuals to report any similar incidents. Complaints can be submitted to their office at 28 Siaka Stevens Street, Freetown, or via telephone at +232-30-080527.
Broader Implications for Consumer Awareness
The circulation of the misleading video underscores a growing challenge in Sierra Leone: the proliferation of false information on social media. As the use of digital platforms expands, ensuring the authenticity of consumer-related claims has become increasingly critical. Such a case highlights the need for heightened consumer awareness and robust regulatory oversight to combat fraudulent practices.
Lawrence Landi Bashir, Chief Executive Officer of the NCPCSL, emphasized the commission’s commitment to safeguarding public interests. “We are dedicated to promoting fair and safe markets for all Sierra Leoneans. The integrity of our food supply chain is a top priority, and we will not allow malicious activities to undermine consumer trust,” he affirmed.
Moving Forward
As concerns about food safety continue to rise, the NCPCSL’s proactive measures to address the allegations against Al Mira luncheon meat demonstrate the vital role of regulatory bodies in protecting public health. The incident also serves as a wake-up call for both consumers and businesses to be vigilant against deceptive practices.
Whilst the NCPCSL’s swift response has quelled fears surrounding the product in question, the commission’s appeal for vigilance and the purchase of items from credible sources remains a critical takeaway for consumers.
In the wake of the controversy, Sierra Leoneans are reminded that maintaining trust in the nation’s food supply system requires collective effort—from regulatory agencies, retailers, and the public alike.
The NCPCSL continues to stand as a pillar of support for consumer rights, committed to fostering a safe and transparent market environment.
