- Branding, marketing, and research are essential for agribusiness success
- Agribusinesses should adopt a holistic, market-oriented approach
- Trade fairs, certification, and customer experience can drive credibility
Professor Robert Ebo Hinson, Distinguished Visiting Professor at the University of Johannesburg, has highlighted the critical role of branding, marketing, and research in transforming Ghana’s agribusiness sector.
Speaking on Thursday, June 12, with Vivian Kai Lokko, Prof. Hinson urged agribusiness players to operate with a clear end goal, stressing the need for a comprehensive understanding of the entire value chain.
“Entrepreneurs in agribusiness must grasp the full ecosystem—consumer behavior, demand trends—and integrate technology to boost efficiency,” he said.
He recommended intentional strategies such as participating in trade fairs and securing product certifications to enhance productivity and competitiveness.
Prof. Hinson emphasized the power of strong branding and communication to differentiate businesses in an increasingly competitive market. He encouraged agribusinesses to focus on customer experience, attractive packaging, and clear labeling to build credibility and consumer trust.
“For those venturing into agribusiness, hiring skilled marketers is essential. Use digital platforms and social media to promote your products. Let’s support agribusiness by improving branding at the grassroots and learning from global best practices,” he advised.
He also called for research-driven decisions, stressing that farmers should be guided by market demands—both local and international—when choosing what to cultivate.
“Selecting the right marketing and distribution strategies can unlock opportunities starting right at the farm gate,” he noted, concluding that effective marketing, branding, and customer experience are central to building trust and lasting success in agribusiness.
