Author name: Dr Maxwell Ampong

Farming and Agribusiness are back in vogue! Something is definitely up there when of all the choices available to him, famous actor and political aspirant John Dumelo opts to be a large-scale farmer. That’s because he gets it. That’s because he knows that by growing farm produce for both human and animal consumption, he taps into an agricultural sector that contributes to almost 20% of Ghana’s gross domestic product (GDP). In 2009, that figure was 30.99%. The inevitable rise of industry and the incorporation of formal business models into every scalable enterprise brought boundless opportunity for every business sector. Ghanaian farmers get that even more now. The 2010 Population & Housing Census revealed that, even though agricultural households accounted for 54.2% of the total population, a large number of the members of those households lacked formal education. That situation is vastly different now. Agriculture continues to marry Business Models Today, I know medical doctors, professionals in tech, and yes even most famed actors who are heavily into farming or agribusiness because they understand what happens when agriculture marries business models properly. It is the pursuit of that marriage that impels our nation’s General Agricultural Workers’ Union (GAWU) of Ghana’s Trade Union Congress (TUC), founded in 1959,to appoint me as their first-ever Business Advisor to the collective whose members are tens of thousands strong. I have always found labour unions remarkable in their ability to facilitate growth and welfare by quite easily demonstrating the popular adage of the whole being much larger than the sum of the individual parts. From Farm to Fork I am not and will not be involved in wage negotiations, employee benefits nor anything remotely in that line. My mandate is to expedite business momentum and trade. My network and I will be providing real business opportunities, real business solutions and not excuses. Maxwell Investments Group and its affiliates like our trading subsidiary, TAFT Commodities (est. 2006), already incorporate many of these into our supply-chain enabling activities while we endeavour to take harvests all the way from farm to fork. Farmers get a bigger win when they are aware of basic economic concepts like turnover and value chain. So just like how a grain of soya bean takes calculated steps to becoming nutritious soy milk, Ghana farmers are finally getting there. I have witnessed it. For instance, coffee bean farmers in the Akuapem area are utilising the commodity as a catalyst for rapid rural development under budding companies like Asili and it’s beautiful. Ghana’s farmers are better positioned now to engage you because they are adopting Trade Facilitation principles and guidelines that will continue to serve them very well. Trade Facilitation The main goal of our Trade Facilitation efforts is to get farmers to export more in a faster, safer, more affordable and more standardised way. Imagine your local farmers effortlessly trading with global markets, moving a majority of their harvests for exports. The processes require some degree of simplification for the average farmer to comprehend the formalities, documentation and other complexities of the export-import markets. We do what it takes. This is happening now in Ghana. Farmers are seeking to have more of the available rewards on the whole value chain. It is not without its challenges. As farmers try to shy from “middlemen” who negotiate deals that have more of the available margins tilted towards them, many have been forced through countless disappointments and setbacks to have a healthy appreciation for the formal safeguards that protect exporters. As Business Advisor to GAWU, I have heard many tales, even recently, of financial losses that I feel may have been averted if only these farmers understood the different avenues available to them. I keep telling them, “You have to address what happens IF you’ve done your part well and they still say no; with your capital stuck in these exports, you are going to be negotiated down regardless of your CAD agreements”, and this happens to them a lot. These unpleasant conversations are always necessary to open farmers’ eyes to the fact that they have the power to negotiate for better payment terms and delivery requirements through the insertion of clauses that address these loopholes. Many importers respect farmers that demand for reciprocity of quality delivery. This is because by demanding for reciprocated value, you prove your competency and knowhow to deliver in the first place. Nonetheless, Ghanaian Farmers continue to build a strong capacity to tap into foreign markets by adopting these four (4) principles of our Trade Facilitation efforts with them: Standardisation Standardisation is one of the first steps towards Trade Facilitation. If you’ve been to the typical community market in Ghana, you’d know the only modus operandi is that there is no modus operandi; it’s all about how well you bargain, and outsiders usually get crushed. For cash crops, Ghanaian farmers are moving towards readily accepting standardisation guidelines. Standardisation is the creation of the framework of a set of agreements on trading parameters to which all parties of an industry, local and abroad, must adhere. This is to make sure that all the processes within said industry associated with the production of goods and services are done within the agreed upon working parameters. Ghana Cocoa Board is one of the best examples of how a regulatory body can so well standardise the growing and trading of a cash crop. Standardisation efforts by our local farmers are painting a familiar picture to importers outside, thus creating the trust and encourage for trade participation. Harmonisation After the creation of working frameworks of agreed trading parameters, farmers in Ghana are understanding that all these should mimic and mirror how things are done in other countries within the international trading community as well. Conversation moves along much more smoothly when responses are filled with “oh yes that’s how we also do it in our country”. Cashew farmers in Ghana are starting to accept the need to adopt harmonisation at a faster pace, in an effort to match

There was once a Shepherd-boy who watched over a flock of sheep near a village. Three or four times, he brought out all the villagers by crying “Help me! The wolf is attacking!” But when his neighbours came to help him, he laughed at them saying, “Haha there is no Wolf. I was only tricking you!” The Wolf, however, did truly come at last. The Shepherd-boy, now really alarmed, shouted in agony and in terror: “Pray, do come and help me; the Wolf is killing the sheep!” Yet, no one paid any attention to his cries, nor rendered any assistance. The Wolf, having no reason to fear, at his leisure, destroyed the whole flock. There is no believing a liar, even when he speaks the truth. Mr. Boakye and I were having lunch with a few others when the names of two prominent businessmen came up in conversation. They were not the topic of our discussions, mind you. At the mention of the Honourable Kennedy Agyapong, Mr Boakye lit up and said “ahaaa that man, his A is his A and his B is his B; he will talk plenty but end up exceeding your expectations and you will be impressed”. Nobody present seemed to disagree, be it verbally or in gesture. But at the mention of a second man, Mr. Boakye said, “forget about that man; this man suffers from a bankruptcy of goodwill”. Everybody laughed, supposedly in agreement. I laughed because everyone was laughing. But I had never heard of the second man. I had no reason to believe he wasn’t up to the task. Yet, until an incident changes it, I probably associate the second man with an inability to deliver. “Bankruptcy of Goodwill”. That’s a rather peculiar phrase. It stuck with me. In one swoop, any opportunities at that table was put outside the second man’s reach. His reputation cost him. So I thought, how does Goodwill and Reputation work when we take one individual as a business entity? What is GOODWILL The total value of any good brand, be it a person or a company, is always more than the sum of all of its tangible assets. The whole should always be greater than the sum of its parts. That excess value, is goodwill. Goodwill does not take physical form. It’s not a tangible asset like a house or car. Yet, it still adds value to whoever owns it. If a non-physical feature of a business entity can be clearly and easily demonstrated, and if that feature results in the creation of value, then that value just mentioned is goodwill. Examples of intangible elements that contribute to your goodwill are customer lists, licences, ‘contacts’, and intellectual property such as copyrights and trade secrets. After reading this again, I am really seeing why Mr Boakye viewed Honourable Kennedy Agyapong as not lacking goodwill, compared to the second man. Goodwill is not about physical money or assets. What is REPUTATION               Your business reputation is the sum of all the things that other people feel about you or your business, based on one or more experiences they’ve had with you or your business. It comes from the information they’ve gathered elsewhere or from the horse’s own mouth, whether true or not. Reputation exists both online and offline, in both your loyal customers and followers, and also in complete strangers. You can have an idea of how you want to be perceived by others. But how the public sees you or your business is never necessarily how you plan it. Reputation is tricky, very fickle. Easy to lose a good one, hard to do away with a bad one. What’s the difference between Goodwill and Reputation? It’s common to use these two terms interchangeably. But they are different. Goodwill is generated from actual business. To create goodwill, there needs to be a genuine availability of goods and/or services in connection to the intangible elements mentioned earlier. Real business needs to be done using these intangible elements, by making products available or providing services. Reputation require something much simpler: only awareness. That’s all. Once you become aware of the characteristics of an entity, true or untrue, real or fictional, that knowledge you have creates a reputation for it. You don’t need actual business or transactions to create a reputation. Nothing like that. It doesn’t even need to be in the same country as you, nor the same planet as you. For example: Kasapreko Alomo Bitters may be so popular all over the world that its reputation crosses borders and continents into countries like Morocco and Dubai without a single bottle of Kasapreko ever being in that country. No business needs to be transacted for reputation to be created. The awareness alone, maybe through social media and interviews and trade shows, is enough to create a solid reputation overseas. Reputation is a serious issue because of its volatility. As corporate men and women, of course we would all like for others to think good things about us. It makes business much easier. But as we’ve just discussed, reputation goes far beyond just how we look like or what we appear to be. Reputation is affected by everything we do. That’s in the literal sense. Literally everything you do contributes to your reputation. The way you talk. The way you walk. What you say. Where you step. Every decision you made since waking up from bed. Even your body language. These are all factors that reinforce your reputation. Reputation affects everything we do. While your reputation is being affected by everything you do, it is also deciding everything you do at the same time. A good or bad reputation will make it easy or hard to do certain things at certain places. In this way, your reputation determines which actions you take, while every action you are taking is feeding the current reputation. Reputation is everywhere. You can’t run from Reputation because by mere breathing, you are creating it. Even after

Ghanaian High Commissions, Consulates and Embassies have been busy. It is reported that over 750,000 visas have been issued so far. The excitement is high and rising, with many notable names having already passed through. I personally experienced the disquiet at the Ghana High Commission in London and I thought that was wild, until Alan mentioned what happens nowadays at the Ghanaian Consulate in New York. They’re here, and more are coming! Accra is going to be packed. With such excitement comes opportunity that can work for you as a member of the African Diaspora, or work against you if you’re not alert. This is an opinion piece. Here is one thing to consider during Ghana’s YEAR OF RETURN 2019: Consider starting a business. It doesn’t have to be anything huge, nothing too complex. One of the hardest parts of starting a business is getting people to know you exist. As part of the diaspora, what better time to start a business than a time when you can play the “President Nana Addo personally asked me to do this” card. It IS the Year Of Return. I am confident you will find a long queue of state and private agencies just eager to help you get started. Take advantage of the hype and get noticed. Ghana is after all known for her peace and responsive disposition to foreigners. To be part of the diaspora during this YEAR OF RETURN could be a great plus if you’re considering starting a business. Don’t overthink a move for having roots back at home. The thing about trying new things is, it’s never easy. Nobody is selling that you pack up your life and move to Ghana in a day. No. But having roots in Ghana can go a long way. The interest is clearly there. There’s a reason why within about a year of launching the YEAR OF RETURN, over 750k visas have been issued. Don’t overthink it. The quote below sums it up best, from someone who has actually done it, from Oxford UK to Accra Ghana. Bet on yourself! “I will say ‘go for it’. But don’t get stuck to your desk running the numbers and envisaging all the possible and impossible scenarios. Too much analysis leads to paralysis. The best way to make it happen is simply to make a leap and make it happen. You’ll only be taking a bet on yourself.” by Elikem Nutifafa Kuenyehia, Chairman of ENSafrica Ghana. Reverse the brain drain, then capitalise on it. The most common reason for why individuals move outside Africa is to improve their chances for a brighter future, for themselves and for family. As a developing country, there’s room for those that have the skills and expertise to push the nation forward. The Western countries have saturated markets and these do not truly offer many options to the African dreamer or entrepreneur to create and drive substantial lasting impact… not like back here at home. Many are those that have set up successful businesses here after school or work or life abroad. You’ll have a reason to holiday right at home. It’s pretty nice being in Ghana. I’m typing this in London right now. This afternoon, I couldn’t feel the left half of my face. No, it’s not the first time. Yes, it’s the cold and the worst winter period isn’t even here yet. The conditions outside Ghana drive the diaspora to yearn for the favourable tropical climate back home. What better reason to travel back home than having a business in a vacation destination that both funds the holiday, and connects you to your roots. The elephant in the room. That elephant is the Individual and Systemic Racism that many still face while living abroad. It gets refreshing to be at the place you come from, a place you feel you belong. This YEAR OF RETURN set of activities will prove vital in filling up the holes many have had in their hearts from being made to feel like their unwanted guests in a foreign land. The red carpet Ghana continues to roll out does not end after the celebrations this festive season. You should look into all that the nation has done to ensure smooth sailing should you ever want to move back or work in Ghana or with Ghanaians. Dipping even one foot into the possibility of starting a business in Ghana has its own challenges. The system in Ghana is admittedly slightly different. It will take some adjusting to, just as a move from UK to Germany, or US to France would. Ghana is ripe. All you need is the will, a ton of research and preparation, and an open mind.  ♕ —- ♕ —- ♕ —- ♕ —- ♕ —- ♕ —- ♕ —- ♕ —- ♕ From My Thinking Spot While one part of this article urges you to start a business in Ghana, I can’t help but wonder all the reasons why people don’t do it, or won’t do it. Bad reviews? Unfortunate experiences? These don’t help. Of course a move like this is far complex than I put it here. But there are ways we can ensure a reduced probability for unwanted experiences during these YEAR OF RETURN celebrations. For with any set of events like these, there are predictable, easily avoidable risks, regardless of location. It’s not peculiar to Ghana. It’s a matter of common personal safety practices, with a sprinkle of common sense for good measure. For instance, it’s only prudent to attempt big steps in stages. You want to sample the fluidity of a business transaction? Maybe try with a small order at the first try. You want to move to Ghana? Maybe start with a couple short stays before moving fully. This start-small approach is particularly important when you’re considering entrepreneurial activities in Ghana. Also, manage your expectations. Accra is still far from New York or Paris. Understand where you come from. It is a beautiful place to be. That’s a fact. Managing your expectations means you have to drop the “if I was in California” or