Systemic view of the market opportunities for fresh cuts convenience in Ghana. (2016)

• Record Type: Journal Article
• Authors: Banson, Kwamina Ewur; Sun, Daowei; Banson, Irene Baaba
• Is Part Of: International journal of markets and business systems. Volume 2:Number 2(2016)
• Page Start: 141
• Page End: 156
• Publication Date: 2016
• Subjects: street markets -- street vendors -- hawkers -- fruit processing -- fruit wastage -- fruit value chain -- systems thinking -- iceberg approach -- Ghana -- market opportunities -- fresh fruit -- convenience foods -- fruit markets -- ethics -- legal risk -- business risk; Business -- Periodicals; Markets -- Periodicals; System theory -- Periodicals; Organizational behavior -- Periodicals; Industrial management -- Periodicals; 658.4032
• Languages: English
• ISSNs: 2056-4112

Abstract

The demand for convenience fruits offers opportunities for farmers, vendors and processors. Currently, processing facilities in Ghana are plagued with expensive supply of raw materials and interrupted electricity supply. As a result, retailers have taken over the fresh-convenience fruit market. This paper report on the status of fresh fruit convenience markets among vendors and hawkers, and identify the challenges that they face. A market survey conducted showed that, vendors are able to generate between 45-90 Ghana Cedis as revenue from fruits sales per-day. However, vendors stock becomes more expensive as a result of fruit perishing, but they have difficulty passing on increased costs to consumers. This study revealed that 65.9% of total fruit production is wasted between farm gate and retail end. The results of this paper will help governments to improve the high ethical standards and reduce business and legal risk associated with industrial vending fruit chains.