Distinguished Visiting Professor at the University of Johannesburg, Professor Robert Ebo Hinson, has emphasised the importance of branding, marketing and research as key strategies to boost Ghana’s agribusiness sector.
Prof. Hinson said agribusiness ventures must begin with the end goal in mind and adopt a holistic approach to their operations.
“Understand the whole ecosystem. Consumer choices, demands and leverage technology by improving efficiency in the value chain,” he advised.
“Embark on deliberate strategies such as trade fairs and certification to increase productivity.”
He stressed the need for world-class communication and the use of branding as a tool to stand out in a competitive market.
He also called for agribusinesses to prioritise customer experience, proper packaging, and labelling to enhance credibility.
“Those rushing into agribusiness must get good marketing people to promote their produce. Use social media apps to promote. We need to support those in agribusiness by branding their base and learning from other countries,” he stated.
Prof. Hinson also encouraged research-backed decision-making, noting that farmers should be guided on what to grow based on market needs, targeting both international and local markets.
He added that adopting appropriate marketing and channel strategies can help optimise opportunities right from the farm gate.
“Marketing is crucial to agribusiness. Branding and customer experience directly shape customer perception and trust,” he concluded.
