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Same. I am concerned they are overlooking how much marketing mind-share Switzerland has globally for chocolate. Ghana could get there but it will not happen ove
by jelling 6y ago
Same. I am concerned they are overlooking how much marketing mind-share Switzerland has globally for chocolate. Ghana could get there but it will not happen overnight, more like a generation. Distribution will also take time.
Give that cocoa is their number 3 export - and I suspect most of that is in raw form - I really hope this doesn’t backfire. They need foreign currency.
A wiser path might be to build up global chocolate brands in parallel to raw exporting, sort of like we’re seeing China move up the value chain from value-added manufacturing to consumer brands.
- sct202 6y agoThey can process the beans and no one will notice. There are a lot of cocoa processors who produce bulk chocolate for other brands who melt that down to form their own products. Companies like Barry Callebaut or Valrhona primarily supply other companies with chocolate.
- bogomipz 6y agoSure but processing cocoa into chocolate at the scale quality of Callebaut and Valrhona is a massive undertaking of both production and skill. Callebaut and Valrhona produce chocolate for high end consumers such as pastry chefs in high end restaurants or artisanal bakeries. I'm not saying Ghana can't get there but it's going to a long time. Certainly long enough that it would be very much noticed.
- ars 6y agoI will notice - it's not easy obtaining Kosher certification in Ghana.
- KaiserPro 6y agoYou're missing a step here. Yes brand recognition is powerful for consumers. But I don't think ghana is going to be doing B2C stuff just yet. I'd assume that they are going to export cocoa products, as it would allow them to charge a much higher price, keeping more money in the country