Professor at the University of Johannesburg, Professor Robert Ebo Hinson, has urged agribusiness players to be deliberate and strategic in applying marketing principles at every stage of the value chain to drive wealth creation.
Speaking during the Citi Business Festival session on X Spaces (formerly Twitter) on the topic: From Farm to Fork: Unlocking Agribusiness through strategic marketing hosted by the Head of News for Channel One TV, Professor Hinson highlighted that many agribusiness ventures struggle or fail because they neglect key marketing and branding fundamentals.
“Branding matters at every stage of the value chain,” he emphasised.
“African agribusinesses have the potential to unlock both local wealth and global value ensuring that Ghanaian farmers and other agribusiness actors thrive in a competitive global food ecosystem if they learn to apply strategic marketing at every point of the agribusiness value chain.”
He also pointed out that for smallholder farms, success often begins with a simple mindset shift.
“Sometimes, it starts with the idea: I want to grow something and sell it internationally,” he added.
