Anselm Maina
Founder and Executive Director
About ACAF
Our story, our mission, and the values that drive us.
Who We Are
A Voice for African Consumers
The Africa Consumer Advocacy Foundation (ACAF) is a non-profit, non-governmental organisation dedicated to protecting, promoting, and advancing the rights of consumers across Africa. We were established to address growing concerns around consumer protection, product safety, fair trade, and ethical business practices.
ACAF serves as an independent voice for African consumers at the local, national, and continental level — engaging governments, businesses, and communities to create a marketplace that is safe, fair, and transparent for everyone.
Mission & Vision
Our Vision
To be the leading catalyst for consumer empowerment and protection in Africa, where every consumer enjoys fairness, safety, and justice.
Our Mission
- Advocate for consumer rights and welfare across all sectors.
- Promote ethical business practices and corporate accountability.
- Educate consumers on their rights and responsibilities.
- Partner with stakeholders for policy development and regulatory reform.
- Enhance product and service quality through research, monitoring, and enforcement support.
Our Core Values
Five principles that guide every campaign, partnership, and policy engagement.
I
Integrity
Upholding transparency and accountability in all actions.
E
Empowerment
Equipping consumers with knowledge to make informed choices.
Q
Equity
Ensuring fair treatment and inclusivity for all consumers.
C
Collaboration
Working with governments, civil society, and the private sector.
S
Sustainability
Advocating for practices that protect consumers and the environment.
Our Team
ACAF is led by a dedicated team of advocates, researchers, and policy experts committed to advancing consumer rights across Africa.
Gathuo Njoroge
Non Executive Director
Marietta Kirgotty
Head of Programme and Grants