GoldenTree distributors urged to scale up public education on cocoa’s health benefits

By Evelyn ARTHUR, Tema

The President of the Tema Distributors Association of GoldenTree Products, Evelyn Ofosu Kunadu Yiadom, has called on members to intensify public education on the health and nutritional benefits of cocoa as part of efforts to boost sales and strengthen the GoldenTree brand.

Madam Ofosu Kunadu Yiadom, who is also Managing Director of KrysCharles Enterprise, said GoldenTree’s flagship brand, Royale, offers superior health advantages compared to many competing products. She noted that sustained public sensitisation remains the most effective strategy for building consumer preference and growing market share.

She made the appeal during the association’s maiden engagement with the new management of the Cocoa Processing Company (CPC), led by Managing Director Prof. William Coffie. She also urged CPC to expand billboard advertising and step up sensitisation campaigns in schools, markets, churches and mosques to raise awareness of cocoa’s health value.

Supporting her remarks, Doris Annan of Cimthog Foods Enterprise, Tema, expressed concern about new products being introduced without adequate involvement of distributors in key activities such as tasting and sampling. She stressed that because distributors interact directly with consumers, their feedback should inform product development decisions.

Prof. Coffie, addressing participants after an open forum, outlined key policy measures aimed at repositioning CPC for growth and improving outcomes for distributors and other value chain actors. He affirmed that distributors remain central to CPC’s operations and said his administration would focus on improving product handling and storage to curb issues such as pest infestation, which affects chocolate quality.

He warned that poor handling practices could undermine product quality and damage the brand’s reputation, and urged distributors to follow CPC’s recommended storage guidelines.

He further announced the Board’s approval of a 15-day credit policy to support business flexibility, with room for special concessions in exceptional cases.

Prof. Coffie encouraged distributors to promote cocoa consumption through community-level sensitisation activities, noting that such efforts would complement CPC’s promotional campaigns and help drive domestic consumption.

He also urged them to place balanced orders to ensure consistent supply.

During the forum, distributors raised concerns over pricing, advertising and brand visibility, product shortages, customers buying directly from the factory, outreach opportunities, training on safe handling and storage, and delays in responses to complaints. Prof. Coffie addressed some of the issues and assured participants that the remaining concerns would be forwarded for management and policy-level action.

He commended distributors for their loyalty and reaffirmed CPC’s commitment to building a strong, mutually beneficial partnership.

 

The post GoldenTree distributors urged to scale up public education on cocoa’s health benefits appeared first on The Business & Financial Times.

Read Full Story