COCOBOD PARTNERS WITH ASILI TO BOOST COFFEE CONSUMPTION IN GHANA

Date: 31st May 2024

In an earnest effort to boost local coffee consumption, Ghana Cocoa Board (COCOBOD) has entered into an agreement with Asili Coffee Purveyors Ltd., a licensed coffee dealer, to promote the beverage's popularity in Ghana. 

This initiative is part of a wider intra-African continental Coffee Consumption Initiative, which is supported by the Inter-African Coffee Organization with a grant of US$25,000. The project will benefit local coffee roasters by providing them with opportunities to market and sell their products.

At the signing ceremony at the Cocoa House in Accra on Thursday, 30 May 2024, the Chief Executive of COCOBOD, Hon Joseph Boahen Aidoo, underscored the significance of the partnership between COCOBOD and Asili in bolstering the coffee industry. He stressed the need for Ghana, as a coffee-producing nation, to enhance its efforts in promoting coffee beverages.

Hon Aidoo urged Asili to enhance the value of its offerings and devise innovative strategies for blending cocoa and coffee, catering to both domestic and continental markets. He also expressed his desire for Asili to continue to champion Ghanaian coffee production commending John Nana Addo Francois, CEO of Asili, as an exemplary entrepreneur for the youth of Ghana and a staunch advocate for locally produced coffee.

In response, Mr Francois conveyed his enthusiasm for collaborating with COCOBOD, pledging to boost coffee consumption in Ghana in alignment with the project's goals.

The partnership marks the first step towards developing a thriving domestic coffee market while also creating a safety net for coffee farmers and reducing their vulnerability to global market fluctuations. Additionally, the project aims to attract the interest of young people and integrate coffee consumption into the Ghanaian lifestyle.

A critical element of the project is the GHCOFFEE HUB, a new coffee shop concept by COCOBOD. The new hub will offer freshly brewed coffee made from Ghanaian beans and feature a coffee shop that sells locally processed coffee, both wholesale and retail. 

It will also include a resource centre providing comprehensive information on Ghana’s coffee sector, including studies, research reports, investment opportunities, and details about producers, processors, and marketers. 

Additionally, the hub will have an exhibition area showcasing products from local coffee processors, allowing patrons to witness the entire coffee processing chain and interact with producers and processors during scheduled events.

Meanwhile, Asili Coffee Purveyors Ltd., who already plays a key role in coffee cultivation in the Akuapem region, will under the agreement, establish and operate four retail mini cafés at Zen Petroleum filling stations in Greater Accra to promote the visibility and mass consumption of local coffee. 

The company will collaborate with operational partners like Koko King Limited, renowned for its expertise in retail and mass food marketing, while Zen Petroleum will provide the locations for the mini cafés.