Inadequate marketing strategies, detrimental to local cashew consumption – Expert

A technology expert has observed that the failure of cashew processors to maximise marketing tools like packaging, branding and advertisement has largely contributed to the low consumption of cashew products in Ghana.

According to Evans Agyenim Boateng, despite the increasing production quantity of cashews in the country, little can be said about local consumption.

He said the situation has forced an excessive export of Raw Cashew Nuts (RCNs) and underutilisation of cashew apples.

He indicated that Ghana and other African countries produce about 56 per cent of the total cashew production in the world but process less than 10 per cent.

Mr Agyenim Boateng was addressing journalists on the sidelines of a workshop on digital marketing for ago-processors at Wenchi in the Bono region.

He explained that although worldwide cashew consumption has been growing at 7-10 per cent annually, consumption in production countries like Ghana in the past decade is encouraging.

“The leading consumers of cashew products in the world are India, the USA and the European Union,” he added.

He stated that most local cashew processors do not understand the basics of marketing and branding to differentiate their cashew products like kernels and apple drinks on the domestic market.

“The processors cannot differentiate their products from others with captivating packaging, and they are less interested in patronising the electronic and social media platforms as alternatives to expensive commercial adverts,” he noted.

The technology expert urged cashew processors to collaborate with graphic designers, advertising and marketing agencies, sales and distribution agencies, and all other relevant industry players to help carve a niche for cashew products and boost local consumption.

He argued, “Collaboration is key, and you can’t do everything by yourselves because you might have expertise in your field, but you need to collaborate with someone with different expertise to help”.

He said poor marketing and branding are more expensive and worse in the long run if cashew processors decide not to consider working with experts from other fields as they may not make returns on their investments.

Mr Agyenim Boateng implored processors to develop well-organised strategies to help promote their products and attract more local consumers.