What’s the big deal?
Given the dominance of export cash crops; neglect has led Ghana’s domestic market for food staples to
be highly inefficient and informal. 2 groups of challenges at the (1) SALES and (2) SOURCING level exist:
Over 50,000 informal table-top and streetwomen vendors sell food staples to consumers.
↗ Traders who
supply them staples always buy inexcess supply because they cannot anticipate theexact quantity to be purchased by vendors.Up to 20% of food produce goes to rot as unsoldproduce at the trader level with consumersultimately paying in the form of inflated prices.
↗ Accra, the capital city of Ghana has exploded in
size with 4 million people and an area wellexceeding 40 km. Yet, we have only 2 centralwholesale markets translating into expensivecommute + being stuck into hours-long traffic forlocation-dispersed women buying staples fromwholesalers.
3 million smallholder farmers in Ghana.Women make the majority of food staple farmers.Smallholding dominated agriculture (2 ha onaverage) = Significant dispersion of crops
↗ Farmer wait for the arrival of a truck and
receive low pay from the trader OR Farmer usehead portage or bicycle to reach rural market (upto 10 km) to fetch a better price
↗ TRUCKS/HEAD PORTAGE = costly or inefficient
sourcing = the need to innovate for cost-effectivesourcing and transportation of crops