Jasmine Ivy Wereh; The lady inspiring coffee production in Ghana
For centuries, coffee has been the beverage of choice for many people, whether in the morning, afternoon, or evening. It’s common to find coffee mugs in offices, where individuals prepare their brew and sip it slowly while working.
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Coffee isn't just a popular beverage; it's a versatile staple that plays various roles in people's lives. For some, it's essential for initiating or sealing business deals, serving as a drink that can break the ice and create a relaxed atmosphere at the negotiation table. Others turn to coffee to warm up during cold weather or to relieve stress after a long day.
Its global popularity is undeniable, thanks to its rich taste, health benefits, and comforting warmth. This widespread love for coffee has made it a valuable commodity, generating substantial revenue for coffee-growing nations worldwide.
Countries such as Brazil, Vietnam, Colombia, Indonesia, Honduras, Ethiopia, Peru, India, Guatemala, and Uganda are listed as the leading producers of coffee in the world. The potential of coffee to create numerous jobs along its value-chain has been recognised in both literature and practice.
Coffee in Ghana
Even though not considered as one of popular crops in Ghana, the high-valued crop is grown in some parts of the country. In fact, coffee has been in Ghana for more than two centuries. It was first introduced into the country by the early missionaries in the mid-eighteenth century.
The crop is mostly cultivated by smallholder farmers, with farms scattered the Ashanti, Bono, Bono East, Ahafo, Eastern, Central, Western and Volta Regions, areas regarded as coffee zones of Ghana.
The coffee season in Ghana runs from September to December, with planting period starting in May at the onset of the rains. Harvesting, however, starts in September through to December. Coffee yield in Ghana was estimated at 2.0 tonnes per hectare in 2014, according to information sourced from COCOBOD, the agency responsible for regulating the sector.
COCOBOD, again, indicates that in the 1980s, the government established 19 coffee plantations which were later divested into private participation. The cash crop has not really thrived in the country as compared to other major cash crops such cocoa and cashew.
To strengthen the country's coffee industry, the government has included coffee among the six tree crops targeted for support under its tree crop policy. This initiative aims to diversify the economy and reduce the country's heavy reliance on cocoa. The policy is expected to revitalise the coffee sub-sector, with a goal of generating approximately US$2 billion in annual foreign exchange.
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To achieve this, COCOBOD, in collaboration with Metropolitan, Municipal, and District Assemblies (MMDAs), has been tasked with enhancing access to quality planting materials, extension services, and other resources to elevate the sector to the next level.
In addition, the MMDAs are to ensure competitive and growing local market characterised by high demand for the produce, reliable and increasing farm gate prices, increasingly high farmer motivation and growing interest among the youth.
The Ghanaian coffee sector now presents enormous opportunities for the youth and farmers in general as aggregators, processors and markers travel long distances to acquire the seeds. Currently, there are thirty (30) Licensed Buying Companies (LBCs) registered to engage in internal purchasing and exports of coffee in Ghana.
Difficulty getting coffee seeds
Even though players in the coffee industry in Ghana, particularly the processors, are not many as compared to other sectors, players still find it difficult to get the seeds due to the limited farmers who cultivate the cash crop.
It is for this reason that Ms. Jasmine Ivy Wereh, the Chief Executive Officer of Cafemagnifico, has been distributing free seedlings to farmers to go into coffee farming in Volta region and other parts of the country.
She has distributed more than 45,000 seedlings to approximately 120 farmers across four communities in the Fudome area of the Hohoe Municipality. Additionally, she has extended this initiative to farmers in the Eastern and Bono regions. Usually, coffee takes about two years to mature after planting.
To better organise the farmers in the coffee-growing areas where she operates, she has established the CAFMAG Association for Coffee Farmers.
She asserts that if the coffee sector in Ghana receives the necessary attention and support, it could significantly boost job creation and wealth generation for the youth.
Her belief stems from the sector's largely untapped potential, and she emphasizes that with financial backing, front-end players in the coffee business could expand employment opportunities and enhance Ghana’s foreign earnings.
Growing market for coffee
For Ms Wereh, contrary to the widespread perception that Ghanaians are not fond of coffee, she is of the view that such a standpoint cannot stand the test of time.
She believes that Ghanaians have a strong taste for coffee, but the challenge lies in accessing high-quality products.
"I think it's a myth that Ghanaians don't drink coffee. Ghanaians just don't know where to get the right coffee. But if you direct them, they will go and get it," she noted.
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Having spent seven years in the coffee business after transitioning from the banking sector, Ms. Wereh is convinced that Ghana has the potential to become a coffee powerhouse if strategic measures are implemented to advance the industry.
Ms. Jasmine Ivy Wereh stressed that the coffee sector in Ghana should be approached differently from the cocoa sector.
She highlighted that Ghana’s favourable climate and soil conditions are ideal for coffee cultivation, making it imperative to invest in this sector.
“There is a market for coffee. Once farmers are equipped with the right information and the consistency and viability of the idea are demonstrated, they will support the initiative,” she remarked.
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However, the Cafemagnifico CEO expressed concerns about the scattered nature of coffee farms across the country, which increases operational costs due to the need for extensive travel to source beans.
She also emphasised the importance of adding value to locally produced coffee to create more jobs and boost revenue.
Ms. Wereh underscored the need for capacity building within the coffee industry, particularly in training and securing funds to acquire the necessary logistics to process coffee to meet international standards.
She noted that many of the industry players are young, presenting a significant opportunity to tackle the country’s unemployment challenges.
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“It’s promising to see that the sector is largely led by young people. There is real hope for the coffee industry,” she stated, adding “Most of us involved in roasting are youth, but we need some financial support to gain certifications and become marketable on the international stage.”
Ms. Wereh’s business is among the EU-supported enterprises in Ghana under the West Africa Competitiveness Programme (WACOMP), highlighting the positive impact that international support and collaboration can have on local industries.
For her, investing in the coffee sector and empowering young entrepreneurs can unlock new economic opportunities for Ghana, positioning the country as a key player in the global coffee market.
The Cafemagnifico CEO who trades her goods in Ghana, EU markets and other global destinations believe that it is time for Ghana to put more efforts in the development of its coffee sector.
Writer’s email: zadokgyesi@gmail.com