• About Us
  • Advertising
Rising Africa
  • Home
  • Success Stories
  • Opportunities for Africa
    Meta Research PhD Fellowship Program 2023 for doctoral students ($42,000 Annual Stipend & Funded visit to Meta Headquarters)

    Meta Research PhD Fellowship Program 2023 for doctoral students ($42,000 Annual Stipend & Funded visit to Meta Headquarters)

    Women Deliver 2023 Conference Scholarships for young emerging Leaders (Fully Funded to Women Deliver 2023 Conference in Kigali, Rwanda)

    Women Deliver 2023 Conference Scholarships for young emerging Leaders (Fully Funded to Women Deliver 2023 Conference in Kigali, Rwanda)

    German Bundestag International Parliamentary Scholarships (IPS) Scheme 2023 for young University Graduates (500 Euros/Month & Fully Funded to Berlin,Germany)

    German Bundestag International Parliamentary Scholarships (IPS) Scheme 2023 for young University Graduates (500 Euros/Month & Fully Funded to Berlin,Germany)

    The IMF Youth Fellowship Program 2022 for young people worldwide.

    The IMF Youth Fellowship Program 2022 for young people worldwide.

    The International Centre for Local Democracy (ICLD) Women’s Political Leadership Programme 2023 for women politicians (Fully Funded to Sweden)

    The International Centre for Local Democracy (ICLD) Women’s Political Leadership Programme 2023 for women politicians (Fully Funded to Sweden)

    The GiddyUp Incubation Program 2022 for creatives & creators.

    The GiddyUp Incubation Program 2022 for creatives & creators.

    Africa Initiative for Governance (AIG) Scholarships 2023/2024 for Study in the University of Oxford, UK (Fully Funded)

    Africa Initiative for Governance (AIG) Scholarships 2023/2024 for Study in the University of Oxford, UK (Fully Funded)

    2022 UNDP WACA Youth Innovation Challenge for young Entrepreneurs and Innovators (Fully Funded to N’Djamena, Chad and $50,000 Prize)

    2022 UNDP WACA Youth Innovation Challenge for young Entrepreneurs and Innovators (Fully Funded to N’Djamena, Chad and $50,000 Prize)

    Swiss Government Excellence Scholarships 2023/2024 for Foreign Students & Artists to study in Switzerland (Fully Funded)

    Swiss Government Excellence Scholarships 2023/2024 for Foreign Students & Artists to study in Switzerland (Fully Funded)

  • Regions
    • All
    • Central Africa
    • East Africa
    • North Africa
    • Southern Africa
    • West Africa
    • World
    Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

    Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

    Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

    Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

    Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

    Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

    In less than one year, these two sisters helped start over 100 trucking companies

    In less than one year, these two sisters helped start over 100 trucking companies

    From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

    From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

    Nigerian entrepreneur trades Google job for African edtech start-up

    Nigerian entrepreneur trades Google job for African edtech start-up

    13-year-old girl is the youngest Black medical school student in American history

    13-year-old girl is the youngest Black medical school student in American history

    Malawi: How this father-son duo established a meat processing business

    Malawi: How this father-son duo established a meat processing business

    Ghana: Entrepreneur capitalises on demand for processed cassava products

    Ghana: Entrepreneur capitalises on demand for processed cassava products

    Trending Tags

    • Yes We Can
      • All
      • Persons with disability
      • Sheroes of Africa
      • Super Teens
      • Wonder Kids
      • Young Achievers
      Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

      Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

      Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

      Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

      Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

      Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

      In less than one year, these two sisters helped start over 100 trucking companies

      In less than one year, these two sisters helped start over 100 trucking companies

      From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

      From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

      Nigerian entrepreneur trades Google job for African edtech start-up

      Nigerian entrepreneur trades Google job for African edtech start-up

      13-year-old girl is the youngest Black medical school student in American history

      13-year-old girl is the youngest Black medical school student in American history

      Ghana: Entrepreneur capitalises on demand for processed cassava products

      Ghana: Entrepreneur capitalises on demand for processed cassava products

      How Ghana’s Catherine Krobo Edusei capitalised on demand for high-end fresh produce

      How Ghana’s Catherine Krobo Edusei capitalised on demand for high-end fresh produce

      Trending Tags

      No Result
      View All Result
      Rising Africa
      • Home
      • Success Stories
      • Opportunities for Africa
        Meta Research PhD Fellowship Program 2023 for doctoral students ($42,000 Annual Stipend & Funded visit to Meta Headquarters)

        Meta Research PhD Fellowship Program 2023 for doctoral students ($42,000 Annual Stipend & Funded visit to Meta Headquarters)

        Women Deliver 2023 Conference Scholarships for young emerging Leaders (Fully Funded to Women Deliver 2023 Conference in Kigali, Rwanda)

        Women Deliver 2023 Conference Scholarships for young emerging Leaders (Fully Funded to Women Deliver 2023 Conference in Kigali, Rwanda)

        German Bundestag International Parliamentary Scholarships (IPS) Scheme 2023 for young University Graduates (500 Euros/Month & Fully Funded to Berlin,Germany)

        German Bundestag International Parliamentary Scholarships (IPS) Scheme 2023 for young University Graduates (500 Euros/Month & Fully Funded to Berlin,Germany)

        The IMF Youth Fellowship Program 2022 for young people worldwide.

        The IMF Youth Fellowship Program 2022 for young people worldwide.

        The International Centre for Local Democracy (ICLD) Women’s Political Leadership Programme 2023 for women politicians (Fully Funded to Sweden)

        The International Centre for Local Democracy (ICLD) Women’s Political Leadership Programme 2023 for women politicians (Fully Funded to Sweden)

        The GiddyUp Incubation Program 2022 for creatives & creators.

        The GiddyUp Incubation Program 2022 for creatives & creators.

        Africa Initiative for Governance (AIG) Scholarships 2023/2024 for Study in the University of Oxford, UK (Fully Funded)

        Africa Initiative for Governance (AIG) Scholarships 2023/2024 for Study in the University of Oxford, UK (Fully Funded)

        2022 UNDP WACA Youth Innovation Challenge for young Entrepreneurs and Innovators (Fully Funded to N’Djamena, Chad and $50,000 Prize)

        2022 UNDP WACA Youth Innovation Challenge for young Entrepreneurs and Innovators (Fully Funded to N’Djamena, Chad and $50,000 Prize)

        Swiss Government Excellence Scholarships 2023/2024 for Foreign Students & Artists to study in Switzerland (Fully Funded)

        Swiss Government Excellence Scholarships 2023/2024 for Foreign Students & Artists to study in Switzerland (Fully Funded)

      • Regions
        • All
        • Central Africa
        • East Africa
        • North Africa
        • Southern Africa
        • West Africa
        • World
        Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

        Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

        Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

        Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

        Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

        Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

        In less than one year, these two sisters helped start over 100 trucking companies

        In less than one year, these two sisters helped start over 100 trucking companies

        From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

        From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

        Nigerian entrepreneur trades Google job for African edtech start-up

        Nigerian entrepreneur trades Google job for African edtech start-up

        13-year-old girl is the youngest Black medical school student in American history

        13-year-old girl is the youngest Black medical school student in American history

        Malawi: How this father-son duo established a meat processing business

        Malawi: How this father-son duo established a meat processing business

        Ghana: Entrepreneur capitalises on demand for processed cassava products

        Ghana: Entrepreneur capitalises on demand for processed cassava products

        Trending Tags

        • Yes We Can
          • All
          • Persons with disability
          • Sheroes of Africa
          • Super Teens
          • Wonder Kids
          • Young Achievers
          Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

          Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

          Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

          Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

          Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

          Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

          In less than one year, these two sisters helped start over 100 trucking companies

          In less than one year, these two sisters helped start over 100 trucking companies

          From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

          From humble beginnings, Fatou Bensouda became first woman and African to head the International Criminal Court. This is her story

          Nigerian entrepreneur trades Google job for African edtech start-up

          Nigerian entrepreneur trades Google job for African edtech start-up

          13-year-old girl is the youngest Black medical school student in American history

          13-year-old girl is the youngest Black medical school student in American history

          Ghana: Entrepreneur capitalises on demand for processed cassava products

          Ghana: Entrepreneur capitalises on demand for processed cassava products

          How Ghana’s Catherine Krobo Edusei capitalised on demand for high-end fresh produce

          How Ghana’s Catherine Krobo Edusei capitalised on demand for high-end fresh produce

          Trending Tags

          No Result
          View All Result
          Rising Africa
          No Result
          View All Result

          How Ghana’s Catherine Krobo Edusei capitalised on demand for high-end fresh produce

          May 10, 2022
          in Agribusiness, Ghana, Sheroes of Africa, Stories/Country, Success Stories, West Africa, Women in Leadership, Yes We Can
          Reading Time: 6 mins read
          0 0
          0
          Home Success Stories Agribusiness

          When Catherine Krobo Edusei first took her freshly grown herbs to the local supermarket in Accra, the manager didn’t know what they were.

          Ghana, like many African countries, imports large volumes of food products and the dried, imported variety of herbs were the only kind people knew.

          Two decades later, her company is one of the biggest suppliers not just of fresh herbs, but also spices, fruit and vegetables.

          Krobo Edusei, the founder and CEO of Eden Tree, started growing herbs when she returned to Accra in 1996 after 14 years living in the UK, where she was a banker. When she left, Krobo Edusei assured her family that she would not return to the formal sector once back home in Ghana, but find work that enabled her to be a hands-on mother for her small children.

          “When I came back, I didn’t know what I was going to do. I nearly returned to the formal space, but my family urged me not to and said I should pray on what to do next.”

          “Agriculture was not on my radar at all, but I did pray and one thing led to another, which eventually resulted in Eden Tree.”

          The first steps

          She started on the journey after investigating an opportunity in Ghana to grow the aloe vera plant commercially. It piqued her interest and she asked her sister-in-law in the UK to source some literature on growing the plant.

          When the books arrived from London, they didn’t have the details on how to grow aloe vera but they did contain a wealth of information about growing vegetables and herbs. This opened her eyes to a potential niche market in Ghana.

          “I realised that I couldn’t find the herbs in Accra that I had cooked with in London, nor could I find locally packaged vegetables. Everything was imported from other countries and was very expensive.”

          So she began growing herbs. Krobo Edusei set up the business with her own savings and leased land for the first crops from a family plot, later investing in farmland in various parts of the country. “Funding was an early challenge and it was up to five years before I started paying myself a salary. All the profits were ploughed back into the company.”

          One of the farms that supply Eden Tree’s vegetables

          She was soon packaging and labelling the herbs in a way that resembled what she had become used to seeing in UK supermarket chains such as Sainsbury’s and Tesco.

          The manager at the only supermarket in town in those days, Kwatsons, was surprised when Krobo Edusei brought him a tray of packaged fresh herbs, including dill, fennel, coriander and basil, and asked what they were. He had not seen fresh herbs before, only dried herbs delivered in containers from overseas markets. “He reluctantly said he would display them. If they sold, he would pay me and if not, I should collect them. We shook hands on it,” Krobo Edusei remembers.

          By the next day, the stock was sold out, bought by expatriates living in Accra – diplomats, aid workers, businesspeople and others. “They patronised herbs our own local market didn’t know.” The manager was impressed and agreed to regular consignments for the supermarket.

          Growing the company

          To expand her offering, Krobo Edusei established partnerships with local farmers and her product line started to include vegetables and, later, spices and fruit. The trays quickly became baskets of fresh produce and then crates as demand grew. “We provided alternatives to imports that were not only fresh, but looked good and were price-friendly.”

          Eden Tree works with about 100 farmers, providing them with soft loans where necessary to improve production and buy inputs. “We are the bridge between smallholder farmers and the stores. We understand the language of the supermarkets, so we are able to transform their produce into something that is acceptable to the stores.”

          The successful partnership between Krobo Edusei and the farmers produced a winning formula for consumers in a formerly neglected market segment. As new supermarkets opened in Accra, so the market for Eden Tree expanded. It set up a factory to add value to the produce and pack it for sale. Over time, staff numbers have grown to 65.

          However, training staff was a challenge. Krobo Edusei explains the work ethic and culture in Ghana were different from what she was used to in the UK and it took time to change mindsets and behaviour to align them with her expectations for the business.

          The company now has three main business channels: growing and packaging fresh produce; a convenience foods business that supplies cut vegetables, ready-to-eat salads, crushed garlic and other value-added products; and a fresh fruit juice division, in a new partnership with fruit growers. A fourth channel – home deliveries – is being created on the back of demand arising from the Covid-19 pandemic lockdown.

          Cash flow has been a constant challenge. As demand for products grew, so did demand for funding to increase the quantities. “At one point, we were so cash strapped that the reality of folding up was quite high. It was a very difficult time.”

          The banks were not keen to fund agriculture, seeing the sector as high risk. With a track record, they are now more welcoming, Krobo Edusei says, although long-term lending is still a challenge with banks offering loans for just two to three years.

          The business was given a boost in 2015 when private equity firm Investisseurs & Partenaires invested. “They held our hands as partners and helped us to professionalise the business and put the factory up.”

          Currently, Eden Tree supplies 12 supermarket chains in Accra. The business is well served by being in the capital and has yet to expand further inland.

          Its biggest competition is South African retail chain Shoprite. Normally, it would most likely be a client, but Shoprite has established its Freshmark subsidiary in Ghana, which sources most of the chain’s fresh produce needs directly from local producers, in a model that is similar to Eden Tree’s own.

          Looking ahead

          The company recently established its own branded store on the outskirts of Accra and has ambitions for a chain of small shops across the city to bring Eden Tree products closer to local consumers in a country where tastes are starting to change. It will also provide a much-needed cash injection into a business that otherwise relies on long payment turnarounds with supermarket clients.

          The clientele is no longer just the expatriate community but middle-class Ghanaians who are turning to healthier diets in a country where the traditional local food is carbohydrate heavy.

          Eden Tree is part of a new local certification programme, the Ghana Green Label scheme, which aims to give consumers confidence in locally grown fresh foods and, in time, set up participating businesses for export markets.

          Exports are not on the cards just yet. “We will monitor the proposed African free trade area and see if it will make it easier to trade across borders in the region. Because we are dealing with perishables, we have to be careful and currently it is really difficult to trade in Africa.”

          Being a woman in business in Ghana is not easy. “To run a business in our culture, you need to be very strong as a woman. Fortunately, I have that quality, so I was able to succeed.” She also had to make personal sacrifices to balance the business with being a single mother.

          Krobo Edusei says while growth has not been explosive, the pace has been manageable, given capacity constraints. “Growing too fast would have been too stressful for me, trying to manage so many things at the same time.”

          Her passion for the business sustained her through the tough times. “I did not know I had that passion in me until I started. I had never bothered with gardening, but it turned out my passion was for growing food; it was a joy to do it. After 23 years, it is still a passion.”

          Tags: ACCRACATHERINE KROBO EDUSEIEDEN TREEGhanaINVESTISSEURS & PARTENAIRES
          ShareTweetSend

          Related Posts

          Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey
          Business

          Meet the woman behind new distillery honouring black slave who taught Jack Daniel how to make whiskey

          August 13, 2022
          Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success
          Stories/Country

          Emmy-award-winning journalist and entrepreneur for 30 yrs Sheila Brooks tells her story of hard-earned success

          August 14, 2022
          Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham
          Nigeria

          Commonwealth Games 2022: These 6 Nigerian women including a mechanical engineer have crushed it in Birmingham

          August 10, 2022
          In less than one year, these two sisters helped start over 100 trucking companies
          Business

          In less than one year, these two sisters helped start over 100 trucking companies

          August 10, 2022
          Next Post
          Japanese Government (Monbukagakusho) MEXT Scholarships 2023 for undergraduate and research study in Japan (Fully Funded)

          Japanese Government (Monbukagakusho) MEXT Scholarships 2023 for undergraduate and research study in Japan (Fully Funded)

          FATE Foundation Aspiring Entrepreneurs Programme: Digital (AEP Digital) for Aspiring Nigerian Entrepreneurs FATE Foundation

          FATE Foundation Aspiring Entrepreneurs Programme: Digital (AEP Digital) for Aspiring Nigerian Entrepreneurs FATE Foundation

          Leave a Reply Cancel reply

          Your email address will not be published. Required fields are marked *

          Rising Africa

          Telling the African Success Story. Africa is Rising!

          Read more

          © 2022 Rising Africa inspired by Next Innovation Africa.

          No Result
          View All Result
          • Home
          • Success Stories
          • Opportunities for Africa
          • Regions
          • Yes We Can

          © 2022 Rising Africa inspired by Next Innovation Africa.

          Welcome Back!

          Login to your account below

          Forgotten Password?

          Retrieve your password

          Please enter your username or email address to reset your password.

          Log In