Empowering Ashanti Mampong Cassava Value Chain Association to Boost Product Diversification and Market Opportunities
April 10, 2024
UNIDO Enhanced Farming Techniques and Value Addition for Sustainable Livelihoods of 127 Cassava Farmers in Asuogya
May 2, 2024
Product diversification, quality certification and improved Packaging Support open gates to markets and profit for Christaa Agricultural Ventures
The journey of Christaa Agricultural Ventures is an inspiring example of transformation and growth. Through dedication and support from WACOMP-Ghana, the company has overcome challenges and expanded its reach to new markets, bringing its quality cassava products to supermarkets, schools, hospitals, and offices.
“With WACOMP’s support, the company was able to complete the FDA registration for nine cassava products: Coconut Gari, Cassava Chinchin, Cassava Chips, Margarine Gari, Soya Gari, Konkonte, plain Gari, HQCF, and Cassava Bread, while two others are undergoing FDA scrutiny ( Cocoyam Fufu, and Banku Mix flour),
Before receiving support from the European Union-financed West Africa Competitiveness Programme (WACOMP) in Ghana, Christaa Agricultural Ventures, a leading firm in the Ashanti Mampong Cassava Value Chain Association (AMCVCA) cluster, had not registered its gari products (including coconut, soya, and margarine mixed variants) with the Food and Drugs Authority (FDA) of Ghana. Consequently, the products were sold through community buyers and other channels where the FDA monitoring system would not detect them. Additionally, their unattractive packaging resulted in low market penetration.
The registration process for food products in Ghana, as required by the Food and Drugs Authority, involves providing information on the contents and process of each product and its variants, along with laboratory test results confirming the claims and the phytosanitary certificate where applicable. Products seeking registration also need to meet the FDA labelling requirements.
Madam Christiana Akua Agyei, Managing Director of Christaa Agricultural Ventures at UNIDO , ECOWAS, ITC and European Union "West Africa Connect" Event in Accra connecting with other cassava buyers in the ECOWAS sub - region
Since 2020, the WACOMP project has set up an onsite and virtual coaching program where SMEs, including Christaa Agricultural Ventures, received training and guidance in product innovation and diversification, packaging, bookkeeping, financial management, product marketing, branding, as well as training in Good Agricultural Practices, Good Manufacturing Practices, food safety, and personal hygiene.
Under the UNIDO-implemented WACOMP project's Subcontracting Matching Scheme, Christaa Agricultural Ventures also received food-grade processing equipment and support for the construction of a solar dryer for HQCF at their facility.
The company was also connected to packaging companies in Ghana and Turkey and was able to develop new packaging for their product variants.
With FDA registration and improved packaging, Christaa Agricultural Ventures displays its products on the shelves of leading supermarkets in Kumasi, Asante Mampong, and Nsuta. Their products are also sold to schools, hospitals, and offices.
"When I reflect on how WACOMP has supported us and the transformation that has taken place over the last four years, we are confident that the possibilities are endless. EU and UNIDO WACOMP's support has provided us with exposure to prominent individuals and market platforms in Accra, Kumasi, and other locations, opening doors to new markets. We now receive inquiries from numerous places. WACOMP has elevated us and connected us to the top. We have gained a better understanding of the difference between costing and pricing, and our new packaging has made us stand out. Our perspective on the business and our products has been completely transformed
Madam Christiana Akua Adjei pitching her FDA registered products on display at the Ghana International Cluster Conference in Accra and sharing her UNIDO and EU journey with WACOMP
Madam Christiana Akua Adjei, CEO of Christaa Agro Processing and a member of AMCVCA (R) explaining how one of the common user equipment for packaging works when a delegation of WACOMP Liberia CASTRAP visited some of the sites of the association in Asante Mampong
Madam Christiana explaining how the easy to replicate solar dryer works to support operations at her factory in Mampong to a Liberia delegation
