Major supermarkets in Ghana in recent times have increased the prominence they give to Ghanaian products on their shelves.
This was not the case in time past.
Survey on Made in Ghana products
A survey conducted by international advisory firm, Konfidants in 2019 on Made in Ghana goods sold in Ghana’s leading supermarkets showed that only 18% of goods in 23 product categories surveyed were locally produced.
It covered eight leading supermarkets in Accra including; Shoprite, Game and Melcom.
In the same year, the Ministry of Trade and Industry made an appeal to supermarkets to dedicate stands and shelves to products solely made in Ghana or to make sure they are openly displayed for shoppers to easily see.
Buy Mad in Ghana Goods campaign was subsequently launched by the government to have this narrative changed for the better.
Trend has changed
Meanwhile, recent checks by Citi Business News show that the trend has changed.
After a visit to 6 different supermarkets, it was observed that made in Ghana goods received some prominence, occupying the top shelves while their foreign competitors occupied the lower shelves.
In an interview with Citi Business News, Head of Domestic Trade and Distribution at the Ministry of Trade urged the supermarkets to continue giving prominence to made in Ghana goods.
“With regard to the made in Ghana products, we have gone round all the major shopping malls in the country to have a survey and see the number of made in Ghana products that are in our shopping malls. Where the products are located is another thing and is of importance to us. We want the made in Ghana products to be on the top shelves for everyone to see and not hidden on the bottom shelves so that as soon as you enter the supermarket you see all the made in Ghana goods they sell. We will continue with these checks from time to time.”
At the Achimota Melcom Branch it was observed that a dedicated stand had been given to made in Ghana products.
Floor Manager, Anita Elliot explained the motive of the stand to Citi Business News saying: “We made this stand because we believe it is important that as soon as you enter the shop you are welcomed with made in Ghana products, so we get more supplies”.
At the Victorious Lord Supermarket also in Achimota, its cashier Martina Anum explained to Citi Business News that although they do not have a dedicated stand for made in Ghana products, they are quick to point them out to shoppers who ask for them.
“A few people will ask if we have any made in Ghana goods, so I show them where they are.”
At shoprite and Game, made in Ghana products dominated the top shelves.
Some shoppers Citi Business News also explained their preference.
“About ten to twenty percent of my monthly grocery shopping is made in Ghana, the rest are foreign goods because I look out for quality. I’m a Ghanaian and I love made in Ghana products, but if a foreign product is of better quality I will pick that one,” said one shopper
Another said, “I am a foreigner, so I am always curious to find out what Ghana has to offer me so I do look out for made in Ghana products whenever I shop”.