Located in the Asunafo North Municipality of Ghana, the Asunafo North Municipal Cooperative Cocoa Farmers and Marketing Union Limited (CCP) has grown into a formidable organisation of over nearly 8,000 members. Already Fairtrade certified since 2012 and producing over 15,000 MT of dried cocoa beans, Asunafo had a clear vision: to become a self-reliant, diversified body advocating for the well-being of its farmers.
To bridge the gap between this vision and long-term sustainability, Asunafo partnered with the Trade for Development Centre (TDC) for a comprehensive coaching programme focused on Financial and Business Management (FIBUMA) and Marketing.
Here is how that collaboration has transformed the Union’s operations and market readiness.
1. Solidified Financial Foundations & Governance
The most significant result of the collaboration was the reinforcement of Asunafo’s internal management systems. Driven by strong leadership, the Union utilised the coaching to achieve 100% compliance on financial policies, including the completion of a robust financial manual.
Key financial outcomes included:
- Strategic Direction: The Union successfully completed a 5-year strategic plan, providing a clear roadmap for the organisation’s future.
- Policy Implementation: A new Procurement Policy was developed to address specific non-compliance issues raised during previous audits; this was implemented immediately.
- Diversification: Moving beyond cocoa reliance, the Union successfully operationalised diversified income streams. Projects such as a nursery, a credit union, and a chicken project are now generating income for the cooperative.
2. Building a “Renowned” Brand
Before the coaching, Asunafo faced challenges with undefined marketing strategies and a low Fairtrade market share relative to their total production. The marketing coaching empowered the team to build a professional, outward-facing identity.
The Union developed one of the most comprehensive brand identities among all cooperatives coached by the TDC. Results in this area include:
- Digital Presence: Asunafo now boasts a functional website and an actively maintained LinkedIn profile, posting content at least monthly to engage stakeholders.
- Reputation: These efforts have established Asunafo as a renowned cooperative among regional and international organisations.
- Traceability: A vital factor for modern buyers, the cooperative increased its percentage of traceable cocoa from 17% to 20%.
3. Growth Despite Challenges
While the competitive landscape remains tough, the coaching has laid the groundwork for growth. Between 2020 and 2022, Asunafo saw increases in the number of certified member producers, production volumes, and turnover under sustainable conditions.
Although the Union is still working to acquire new customers beyond its key partners (Tony’s Chocolonely and Mondelez International), they have successfully maintained these crucial relationships throughout the transition.
The Road Ahead
The journey continues for Asunafo. While challenges remain—such as the need for further capacity building to accurately assess the living income gap—the Union is now better equipped than ever. With a solid strategic plan, financial discipline, and a recognised brand, Asunafo is poised to pursue its goal of attracting high-premium customers and ensuring the socio-economic well-being of its farmers.
