Strengthening Ghana’s Okra Value Chain Through Market Segmentation: A Two-Day Validation Workshop
In a strategic effort to transform Ghana’s okra value chain, the CSIR-Crops Research Institute (CSIR-CRI), in partnership with the Vision for Adapted Crops and Soils (VACS) Breeding, Okra – Ghana Project, successfully organized a comprehensive two-day validation workshop on market segmentation for key stakeholders in the okra industry. Held under the theme “Understanding and Validating Okra Market Segments,” the event convened over 40 participants, including okra farmers, aggregators, extension officers, retailers, researchers, processors, exporters, and representatives from both public and private sector institutions.
This workshop forms a pivotal component of the VACS Breeding, Okra-Ghana Project, which is funded by the International Maize and Wheat Improvement Centre (CIMMYT) and the UK’s Foreign, Commonwealth and Development Office (FCDO). The project aims to identify distinct okra market segments, establish an okra improvement network, enhance the efficiency of breeding programmes to consistently deliver market-driven varieties, improve the accessibility of these improved varieties for farmers, and build the capacity of young professionals in okra breeding.
The objective of the workshop was to strengthen participants’ understanding of market segmentation. This vital business strategy involves dividing the market into distinct consumer groups with specific needs, preferences, and characteristics. By understanding the different market segments (e.g., fresh market vs. processing vs. export), breeders can develop varieties that are tailored to specific user groups, increasing the chance of market acceptance and adoption. By understanding and aligning production and marketing strategies to these defined segments, stakeholders can improve market efficiency, reduce post-harvest losses, and unlock new business opportunities both within Ghana and internationally.
Dr. Ernest Baafi, Deputy Director of the CSIR-Crops Research Institute, speaking on behalf of the Director, underscored the importance of okra as a crop of economic and nutritional significance in Ghana. He emphasized the need for a more market-responsive approach to okra breeding and encouraged participants to contribute actively to the discussions. Dr. Jacinta Adoma Opoku, Principal Investigator of the VACS Okra Ghana Project and a research scientist at CSIR-CRI, highlighted the limitations of a uniform production approach. “In today’s dynamic agricultural environment, it is no longer sufficient to grow okra and wait for buyers. Success demands a clear understanding of who your customers are, what they need, and how they prefer to access your products. This direct the objectives of breeders to develop market-driven varieties which will be readily adopted” she stated. She was enthused about the new niche market for okra mucilage (pectin) as emulsifier.
Expert Presentations and Practical Engagements
The workshop featured presentations from experienced research scientists, the project coordinator, agribusiness consultants, and value chain analysts from collaborating institutions and private sector organizations. Key topics included:
- An overview of current okra-related initiatives in Ghana
- The VACS approach and research findings
- Identification of market segments and development of Target Product Profiles (TPPs)
Participants took part in interactive breakout sessions, where they worked collaboratively to gather segmentation data relevant to their respective regions. This included information on production environments, pricing, acreage, yields, preferred okra varieties and their desired traits.
Mwasilwa Ambali, an agricultural economist with the World Vegetable Center (WorldVeg), led the market segment validation exercise. Through real-world case studies, he illustrated the economic advantages of segmentation, noting, “When farmers begin to think as business operators — targeting high-value markets and aligning production with market demand — they can significantly boost their revenue while reducing losses.”
Prof. Jacob Kwaku Agbenorhevi, an Associate Professor in the Department of Food Science and Technology, KNUST, who was present at the workshop also mentioned that the mucilage (pectin) in okra could be used to substitute the emulsifier in chocolate production. “This opportunity has the potential to provide an alternative use for okra when in glut the main season and also create employment, especially for women who are the main stakeholders (producers, retailers and, processors) of okra in Ghana. Additionally, this niche will require specific types of okra with little to no seeds, highlighting the need for breeders to develop varieties tailored to meet this emerging market demand”, he said.
Stakeholder Feedback
The practical, participatory approach of the workshop was well-received by attendees.
“I always believed marketing was solely about selling. This workshop has completely shifted my perspective. I’ve learned how to segment my market and even design different products for various customer groups,” remarked Madam Celestine Adikah Selasie, an okra farmer/ retailer and processor from the Volta Region.
Mr. Benjamin Asare, an extension officer from the Bono Region, added that, they are optimistic about the future. “We are happy to be part of this process,” they said, “because we now know that in the coming years, our farmers will have access to okra varieties that are well-suited to our agroecological conditions and market needs—early maturing, pest-resistant, and with the pod traits we prefer
Fuseini Abdul-Mumin, farmer from the Northern Region expressed appreciation for the opportunity to attend the workshop, stating “This is the first time we’ve been introduced to consumer categorization. It’s a valuable tool that will help us plan more effectively, especially in selecting varieties and scheduling our harvests.”
Conclusion
As Ghana intensifies efforts to modernize its agriculture sector and expand its export capacity, initiatives like this workshop play a crucial role in changing mindsets and equipping smallholder farmers with entrepreneurial skills. By integrating market intelligence into breeding, improved varieties that breeders developed varieties that will meet the needs of the various identified market segments. This will help improve productivity, increase incomes, and enhance competitiveness on both local and global markets.
Authors: Bernard Sakyiamah, Enoch Bobie Agyemang, Dennis Gyasi Boakye, Dr. Jacinta Adoma Opoku.
