GHANA - PARTNERSHIPS

Royal Ahold Inc. of the Netherlands, with 9,000 stores on four continents, is the world's largest food retailer. The company has developed from one grocery store in Holland, to a network in 28 countries with sales in 2001 of 67 billion euro. The company has grown rapidly over a short period of time, both organically and by acquisition, and through its foodservice activities in the U.S., the Netherlands, Belgium and Scandinavia. Ahold's strengths are in its buying and selling power, and in its intimate knowledge of customer's needs, logistics, marketing and retailing. An important additional strength is its knowledge of, and influence on, the development of food products.

Ghana was chosen by Ahold as the country to launch Aholds Sustainable Assistance Project (ASAP) due to its political stability and favorable economic prospects. This undertaking is an illustration of global food retailers' expectations that farmers and shippers in developing countries can meet the requirements of their most demanding markets. The objective of ASAP is to put the know– how of Aholds personnel around the world to work to make a positive impact in Ghana. Four targets have been formulated to reach this objective:

• Purchase Ghanaian products and encourage other food distributors to develop similar programs in Ghana or wherever such need exists.
• Encourage the establishment of a Ghanaian produce marketing association to lead the produce industry in sustainable profitable growth and development.
• Develop a one shot" nutritional food product for school children in Ghana and/or other consumer segments in dire need of improved nutrition.
• Technical assistance for NGOs active in Ghana on marketing and sales challenges and opportunities.

Ahold is leading the development of a new nutritional product for the domestic Ghanaian and the international markets. One product concept under consideration is a "on– handed– breakfast" product made from Ghanaian ingredients. The Bean–Cowpea Collaborative Research Support Program (CRSP) headquartered at Michigan State University has developed an instant breakfast drink, in collaboration with the University of Ghana at Legon,—reported to have the best food science department in sub–Saharan Africa. This initiative may complement Ahold's project.

Under the Private–Public Partnership, Ahold adopted the concept of commercially sustainable relationships in Ghana. Ahold's activities can be summarized as: buy, consult, and develop. These activities were undertaken in consultation with government, NGOs, and trade associations. Initially the product focus was on pineapple, mango, papaya, melon, and fruit salad. Pineapples have been identified as having promising potential for export growth providing EU standards are met.