Chocolate Made in Ghana: Socially Responsible Production and Consumption Through Adding Value Locally

Abstract

Ghanaian cocoa farmers barely earn a living wage, despite producing 19% of the world’s cocoa, as only 13% of the chocolate value creation remains there. This case study describes the story of fairafric Ghana Ltd. (fairafric), that finally lead to building the first state-of-the-art chocolate factory in Ghana and exporting the chocolate to Europe, thereby adding substantial value to cocoa production. The case study shows the need to find innovative solutions, to collaborate with relevant stakeholders for production and trading, to differentiate the brand and to increase customer retention and brand loyalty through appropriate communication, and to show commitment to employees and consumers by being transparent regarding social, ethical, and environmental compliance, thereby attracting consumers willing to pay for a fair and sustainable product.