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Dangote Cement Ghana Limited, has called on the media to be "resolute, fair and balanced" in their reportage at what it perceives as 'price war' rages on in the cement industry.

According to the Head of Communications of the group, Etornam Buame, information gathered indicates that Ghacem is preparing to launch a barrage of attacks in the media against Dangote Cement Ghana and knowing how important advertisement is to the media, it is likely Ghacem would use blackmail to push through their agenda.

"...our intelligence reveal that Ghacem, in the coming weeks, intends using various media outlets to launch fresh attacks on us (Dangote). In as much as we do know that you depend largely on advertisement to sustain your operations, we believe strongly that the threat of the withdrawal of adverts by Ghacem, if you do not do their bidding, will not intimidate you".

"Remain resolute, fair and balanced in your reportage. That, we trust you will continue to do as part of your contribution to building this country," he admonished.

These revelations come on the heels of what Dangote describes as "smear campaign" by Ghacem in the wake of competitive pricing in the cement in industry in Ghana.

It would be recalled that the Association of Cement Manufacturers in a Daily Guide publication on Thursday, October 20, 2016 clamed Dangote buy a bag of cement in Nigeria at GHc28.9 and sell at GHc27.

Whereas Dangote does not fault Daily Guide for the inaccuracy in the report, "we thought a simple phone call would have revealed that the ex-factory price for a bag of Dangote Cement is GHc29.30 and it has been so for more than six months now".

Mr. Buame further explained that customers are enjoying low prices compared to that of other cement companies due to the fact that Dangote provides free delivery of goods and have "juicy" incentives for bulk purchases.

This, in his view, the other cement companies are not doing and there adds to their price build up and Dangote cannot be "faulted" for that.