Is it a case of taste or marketing, or both working against ‘Ghana Chocolate’? Kingsbite has been around from time immemorial but has not been able to kick on locally, not to even talk of an international presence.
Cocoa production is Ghana’s trump card when she has to brag. Tetteh-Quarshie did not suffer for Ghanaians not to play that card anytime it seems they are losing an argument. But what does the country as a whole have to show for it? Ghana is the second largest cocoa exporter in the world, behind Ivory Coast yet COCOBOD still had to acquire a syndicated loan to finance purchases for the 2017/18 cocoa crop season. That paints quite a picture, doesn’t it? There is also the cry about under utilization of technological innovations in the cocoa production process which makes you wonder the numbers Ghana could be doing if she had factors like this in check.
As the norm for the last couple of years, National Chocolate Day was celebrated in Ghana on 14th February, 2019. Fortunately, the day bookmarked for the celebration was also Valentine’s Day and that tied into the pleasantness of the day. The agenda pushed by the Ghana Tourism Authority (GTA) and COCOBOD for this year’s celebration was the need to glamorize local chocolate and make it more appealing to the chocolate consuming community. A step in the right direction, if you ask me, considering that chocolate is one of the more marketable cocoa products. Yet, in the country which is dubbed the second largest exporter of cocoa in the world, locally-produced chocolate which has cocoa as the chief ingredient appears less popular than foreign brands of chocolate which have milk as the chief ingredient.
Is it a case of taste or marketing, or both working against ‘Ghana Chocolate’? Kingsbite has been around from time immemorial but has not been able to kick on locally, not to even talk of an international presence. Hopefully, the #MYCHOCOLATEEXPERIENCE hashtag being pushed by all the cocoa production and processing stakeholders can catch on and stay relevant beyond February.