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Systemic view of the market opportunities for fresh cuts convenience in Ghana

Author

Listed:
  • Kwamina Ewur Banson
  • Daowei Sun
  • Irene Baaba Banson

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.

Suggested Citation

  • Kwamina Ewur Banson & Daowei Sun & Irene Baaba Banson, 2016. "Systemic view of the market opportunities for fresh cuts convenience in Ghana," International Journal of Markets and Business Systems, Inderscience Enterprises Ltd, vol. 2(2), pages 141-156.
  • Handle: RePEc:ids:ijmabs:v:2:y:2016:i:2:p:141-156
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    Cited by:

    1. Katharine Tröger & Margareta Amy Lelea & Oliver Hensel & Brigitte Kaufmann, 2018. "Embracing the Complexity: Surfacing Problem Situations with Multiple Actors of the Pineapple Value Chain in Uganda," Systemic Practice and Action Research, Springer, vol. 31(5), pages 557-580, October.
    2. Boadi, Priscilla & Gyimah, Faustina Twumwaa & Aryeetey, Richmond, 2022. "Descriptive analysis of changes in Ghana's food availability and food safety information between 2010 and 2020," African Journal of Food, Agriculture, Nutrition and Development (AJFAND), African Journal of Food, Agriculture, Nutrition and Development (AJFAND), vol. 22(02).

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