Elevating Horticulture in Ghana
Designing a go-to-market strategy for commercial smallholder farmers in Ghana
C.F.D. Struijk (TU Delft - Industrial Design Engineering)
H.J. Hultink – Mentor (TU Delft - Responsible Marketing and Consumer Behavior)
J.M.L. van Engelen – Mentor (TU Delft - Design for Sustainability)
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Abstract
This report presents the findings and recommendations of a research project focused on developing a comprehensive strategy for commercial smallholder farmers in urban and semi-urban areas of Kumasi, Ghana. The objective was to co-create a strategy that addresses the specific needs and challenges of farmers in the region. The research involved extensive field visits, interviews, and collaboration with farmers, stakeholders, and relevant institutions.
The study identified three design challenges: developing a B2B strategy for farmers, enhancing farmers' brand awareness through marketing, and improving communication between market queens and farmers. In-depth interviews concluded that prioritizing the B2B strategy would be most beneficial due to demand from restaurants and hotels. Based on the chosen design challenge, strategic and tactical roadmaps were developed, drawing from literature research and coded interview transcripts. The roadmap consists of three horizons.
The first horizon focuses on enhancing cooperation among farmers within a farmer organization to improve the effectiveness and efficiency of their produce sales. This involves building a brand identity and establishing a strong sales structure.
The second horizon centers around raising awareness among farmer organizations through various advertising channels, with a particular emphasis on packaging. Packaging plays a crucial role in extending shelf life, developing a strong brand identity, and enabling traceability. Efforts at the farmer level aim to increase brand awareness and drive customer demand for the farmer organization's produce. Students will also be involved in understanding brand development and designing effective marketing materials.
The third and final horizon focuses on securing storage and cooling facilities that can be collectively utilized by farmer associations. These facilities, provided by the government, are contingent upon farmers' progress and achievements. Additionally, an educational component is proposed, targeting students at Kwadaso Agricultural College through workshops that highlight the importance of advertising, storage and cooling spaces, and collaborative efforts among farmers.