Silviase/jgov_v1.4_full_ann huggingface dataset:
of a yam product, Indonesian precooked noodle makers started the sales of precooked noodles, noodle-soup serving stalls using its own products. Such stalls have been sprouting up throughout Ghana. Regarding the products for commercial use, package designs are not important as long as their labeling contains the necessary information.

### 2.4 Promoting the Sales of Processed Food Products and the Methodology of Sales Promotion in Ghana

Food product sales promotion and methods in Ghana differ greatly between large-scale foreign capital businesses and small and medium-scale local capital businesses. The former resorts to frequent sales campaigns through a variety of media such as TVs and magazines. They have large, eye-catching advertising signboards on busy streets. They spend significant amount on product illustrations and commercial messages painted on the outside walls of residences and stores. On the other hand, small and medium-scale local capital businesses cannot afford to use such mass media for advertising. Their advertising activities are on a small scale, and are limited to signs, brochures, posters, and websites.
## Chapter3 Demonstrative Survey for Promoting Investment into Roots and Tubers Industry

### 3.1 Perspective and History of Demonstrative Survey

#### 3.1.1 Perspective of Demonstrative Survey

The fiscal 2010 year Study concluded that it was necessary to further examine and thoroughly identify issues at all stages of production, storage and transport, processing, consumption, and export, in order to break the imbalanced state of the yam and cassava market, and that implementation of specific policy measures was required. Furthermore, the fiscal 2011 Study identified three issues that need to be addressed in the value chain of yams and cassavas, namely, to improve productivity and eliminate impeding factors, to reduce the loss rate in the post-harvest stages, and to explore new consumer markets both domestic and overseas.

Backed by an awareness of these issues in the Study conducted in the current fiscal year, a demonstrative survey on expanding investment was carried out with the objective of breaking the imbalanced state by stimulating demand for roots and tubers through the exploration of new consumer markets and promoting the downstream portion of the value chain. A conceptual chart showing the impact that this project has on the value chain of the roots and tubers is shown below (Fig 3-1).

Fig. 3-1 Positioning of demonstrative survey in value chain
#### 3.1.2 Setting Assumptions

As a proposed demonstrative survey, an investigation was carried out to examine the emergence of high value-added products and their sales promotion.

### a. Background

In Ghana, the ratio of processed products is minimal in relation to the volume of agricultural products produced such as roots and tubers and grains. Namely, the food-processing industry based on agricultural products remains at the developing stage.

At present, most foodstuff processing is undertaken by small-scale processing businesses, cooperatives based in agricultural villages, or farmers themselves. Medium and large-scale processing businesses are obliged to comply with the quality standards set by the Ghana Standards Board (GSB) and Food and Drugs Board (FDB). However, small-scale businesses are not subject to such regulation with the result that processing technology, quality and hygienic management, and packing, etc., remain at an extremely low level of development. In 2010, CSIR-FRI conducted technical research in Ghana funded by the West Africa Agricultural Productivity Program (WAAPP) of the World Bank on processing yam, cassava, sweet potato, and cocoyam (taros) into high value-added processed foodstuffs. However, such research was limited to examining processing technologies with no examination of matters such as procurement of raw materials, distribution, and sales promotion, etc.

Therefore, as the first proposal it was planned to discuss and examine with stakeholders methods of procuring raw materials, promoting distribution and sales, and incorporating the results of technical research into the value chain. In doing so, it was deemed necessary to proceed with the demonstrative survey after discussions and examinations had been completed with the stakeholders in the value chain such as the producers, the distributors (both wholesale and retail), the foodstuff processing enterprises, eateries, hotels, and the consumers, only after all of these stakeholders have understood their respective benefits and roles.

### b. Outline

## a) Discussions with the stakeholders

The stakeholders were contacted to thoroughly examine and identify the feasibility of investing in the value chain, then the ideas for product development were narrowed down through discussions, and finally their cooperation was ensured concerning the manufacture of trial products and the formulation of sales plans.

Discussions were held with CSIR-FRI (and the World Bank having sponsored the research) concerning the possibility of applying the above-mentioned research results and using facilities for completing trial products, etc., and agreement was obtained on their cooperation with this Study in
the current fiscal year. Besides, in 2010, CSIR-FRI carried out research on processing technologies for high value-added processed food products related to yam, etc., and developed freezing technologies for cooked roots and tubers.

## b) Narrowing down ideas on promising product development

Ideas on promising product development were narrowed down on the basis of information obtained through interviews and discussions with the above-mentioned stakeholders, and a proposed list of specific new products was prepared. Such narrowing-down activities were carried out in the light of whether or not there were private businesses likely to become implementing entities, whether investment from overseas can be expected, and on consumer trends in Ghana (and overseas export markets). The following were assumed in terms of actions and ideas for product development (targets for narrowing-down exercises) at the present stage:

It was assumed that the following ideas were examined in the Study and narrowed down.

● Development of Cooked or Semi-cooked New Yam/Cassava Processed Products

Product development is done using freezing technology for cooked roots and tubers developed by CSIR-FRI.

Yams boiled by vapor heating, pressurized vapor, or far-infrared-ray emission appliances, if packed in a retort pouch or vacuum-sealed, can be consumed easily and instantly in households, restaurants, or street stalls. For example, in street stalls they can be boiled as they are in a vacuum-sealed state and can be sold, thus enhancing hygiene. Problems relating to quarantine can be diminished and export opportunities can be expanded.

The unit amount can be adjusted by products being cut into smaller pieces, then processed and finally packed. Thus, consumption by individuals and small families will grow and losses in the process of consumption are likely to be reduced.

#### 3.1.3 Methodology of Demonstrative Survey

### a. Overview

It was decided that within the framework of the demonstrative survey, information collection and analysis would be conducted through a questionnaire survey as a follow-up to developing new cooked/semi-cooked yam and cassava processed products and organizing sample-tasting events. More particularly, proposed new products were examined with counterparts in Ghana, and trial products were produced. Using such trial products, questionnaire surveys were conducted at retail shops such as local supermarket stores. It was decided to collect, together with information on the
taste and quality of products, information on the price range of products (if commercialized) and the frequency of customers' purchases, etc.

### b. Determining Products to be Developed

In the demonstrative survey the following products were developed after in situ market survey and consultations with local counterparts.

1. Packaged yam crisps

2. Precooked vacuum packaged yam

3. Yam legume flour

The following are the concepts of each product.

Product	Packaged Yam crisps	Precooked vacuumed packaged yam	Yam legume flour
Characteristics	● For snacks or refreshments, not necessarily for meal	● Easy-to-cook product for principal food. (Need to be refrigerated)	● Material for cooking snacks, main meals, and desserts
Target Consumers	● Middle to high class urban residents, including children	● (At Retails) Middle to high class urban residents, especially working women, housewives and single people● (At Restaurants, etc.) Middle to high class urban residents and foreigners	● (At Retails) Middle to high class urban residents, especially working women and housewives● (At Restaurants, etc.) Middle to high class urban residents and foreigners
Sales Channels	● Supermarkets● Other retail stores● Roadsides	● Supermarkets● Other retail stores● Hotels and restaurants	● Supermarkets● Other retail stores● Hotels and restaurants
Places of consumption	● Everywhere (households, offices, schools, outdoors, inside cars & trains, etc.)	● Households● Hotels and restaurants	● Households● Hotels and restaurants
Competing products	● Imported potato crisps● Plantain chips● Other crisps and sweets	● Traditional recipes of yams● Other instant food, such as instant noodles● Rice and bread (potentially)	● Conventional flour for pudding
### c.Organisational Set-up for Implementing the Survey

The demonstrative survey was carried out in cooperation with the following organisations.

● Implementing Organisations

✦ CSIR-Food Research Institute (FRI)

This is a governmental research institute concerned with food processing technology that has a stock of research results and knowledge and expertise relating to yam and cassava processed products.

✦ Institute of Packaging Ghana (IOPG)

- This is an NPO possessing a stock of designs and manufacturing technologies on product packaging

Global Farmers' Wives Association (GFWA)

This is an association whose members are women from agricultural villages in Ghana, and whose objectives and activities are to diffuse and promote agricultural products and their processed products.

✿ Two restaurants in Accra city: Iris Kitchen and Tasty Treats

- Ghanaian cuisine restaurants frequented by customers belonging to middle-income classes and above (housewives, office workers, students, and children, etc.). They also have catering services.

## • Coordinator

Dr. Emmanuel OTOO

● Research officer belonging to CSIR-Crops Research Institute (CRI) and expert on breeding and cultivating yams. He has a long history of joint research with Professor Shiwachi of Tokyo University of Agriculture. He also cooperated with the Study in the fiscal 2010 in the capacity of a research coordinator.

The following is the organisational chart of work implementation.
Fig. 3-2 The organisational chart of work implementation

### 3.2 Demonstrative Campaign

#### 3.2.1 Sensory Evaluation of the Products

A sensory evaluation on yam crisps, pre-cooked vacuum packaged yam and yam-legume flour was conducted as a pre-requisite to a demonstrative survey. The objective of the sensory evaluation was to determine the preferred yam crisps, pre-cooked vacuum packaged yam and yam-legume flour reconstituted into pudding based on defined characteristics by a selected in-house panel under controlled conditions of a sensory laboratory. It was also to enable the selection of samples for a consumer preference campaign. The sensory evaluation was held in the Sensory Laboratory of the CSIR-FRI, Accra, Ghana.

An in-house acceptance test was used for the sensory evaluation of all developed samples. And sensory attributes evaluated included appearance (colour; colour uniformity), Texture (crispiness for yam chips), flavour (aroma; taste), and overall acceptability. Panelists were drawn from staffs, students and National Service Personnel of the CSIR-FRI.

Yam crisp was formulated by seasoning yam slices with different spices and deep-frying until crisp. In all, eighteen (18) samples of yam crisps prepared from puna and dente with different spices were used for the evaluation. Also, two samples of boiled pre-cooked vacuum-packaged yam, one each from puna and dente yam varieties, were used for the evaluation. Flours were prepared from boiled yam, boiled/roasted soybeans, boiled/roasted cowpea. Ten Different formulations were generated by
combination of different amounts of the three components.

Each judge evaluated a total of eighteen samples of yam crisps, two samples of boiled precooked vacuum-packaged yam, and twenty samples of yam legume flour reconstituted into a thick porridge (pudding) and sweetened with table sugar. Based on the mean overall acceptability, two samples of yam crisps (ginger-flavoured and shrimp-flavoured) and three samples of yam legume flour were selected for the demonstrative campaign. Both samples of precooked vacuum-packaged yam were selected for the consumer campaign since there were only two samples.

The followings are the process of manufacture of the sample products;

Fig. 3-3 The process of manufacture of yam crisps
Fig. 3-4 The process of manufacture of pre-cooked vacuum-packaged yam

Fig. 3-5 The process of manufacture of yam legume flour

#### 3.2.2 Implementation of Demonstrative Campaign

Based on the sensory evaluation, seven samples of the yam recipes were selected for the consumer demonstration campaign. The campaign involved the following partners: Global Farmers' Wives Association, Tasty Treats, and Iris Kitchen. The consumer demonstration campaign evaluated the following samples:
## ● 2 samples of yam crisps (shrimp-flavoured puna; ginger-flavoured puna)

● 2 samples of pre-cooked vacuum-packaged yam (puna; dente)
● 3 samples of fortified yam flour, to be constituted into pudding;

- Yam flour (400g), boiled soya bean (50g), boiled cowpea (50g)

- Yam flour (316.7g), boiled soya bean (116.7g), boiled cowpea (66.7g)

- Yam flour (316.7g), roasted soya bean (116.7g), roasted cowpea (66.7g)

Yam crisps of 100g were presented in a packaged form for evaluation. The pre-cooked vacuum-packaged yam of 120g were boiled and served on plates. Fortified yam flour was presented as pudding by addition of warm water to the flour in the ratio of 125 g flour to 450 ml water. CSIR-FRI developed all seven selected yam samples of the consumer demonstration campaign and supervises the campaign as well. Institute of Packaging Ghana, provided all the packaging materials required for the samples for the campaign.

The demonstration campaign was carried out in January 2013, for consumers to assess the three developed yam products. This was carried out at two restaurants (Iris Kitchen and Tasty Treats) and the Central Business District of Accra, among other selected locations. Indices of interest in the campaign were sensory attributes, packaging and pricing of the three products.

#### 3.2.3 Findings from Demonstrative Campaign

### a.Packaged Yam Crisps

The yam crisps samples were assigned different codes (416 as Ginger, and 788 as Shrimp) to reflect the different treatments applied to them. In as much as samples 416 and 788 had closely related means scores (6.4 and 6.5), respondents were generally fond of sample 788 as it turned out to have the highest rating (6.5), which translates into “like extremely” on the hedonic scale of 1-7 adopted.
for the evaluation. On the same scale 6.4 is interpreted to mean “like very much”.

Preference for sample was mainly based on taste; the larger section of respondents gave that as the reason why they chose “788” over the other two. While another group made their selection based on texture (crispiness, hard or soft), others fancied “788” because according to them, it had natural feeling of yam and was more nutritious, compared to the other sample evaluated.

Fig. 3-6 Price range for yam crisps

The agreed price range by a majority of participants (91.7%) was between GH¢ 1 to 2.9, even though the stated prices spanned between GH¢ 0.5 and GH¢ 7. By and large, 7.5% said the product should be sold for more than GH¢ 3.

Respondents liked the yam crisps and rated it highly when they were asked to compare it to potato crisps. Nearly 95% regarded it as same with potato crisps, 3.6% esteemed it as better, while 1.8% gave it a lower grade compared to potato crisps.
Fig. 3-7 Comparison of yam crisps versus potato crisps

### b. Precooked vacuum packaged yam

The products were developed from two yam varieties, namely; “Puna” and “Punjo (Dente)” and coded as 405 and 695 for the consumer acceptability test. Sample 405 was most preferred as chosen by 68.3% of respondents (n=189) while 695 was selected as the least preferred sample by 67.4% of respondents (n=184). The reasons for their verdict were mainly based on taste and texture. Most respondents generally liked 455 because it was tasty and soft. Some perceived it as hard but liked it all the same. Others felt it was less sticky/starchy and had more fiber, which is good for digestion. Age, gender, educational level and employment status of respondents did not have any influence on their choice of sample.

The reasons why respondents disliked sample 695 was because it was mainly not as tasty as sample 455. Another chunk or the respondents observed sample 695 as being sour, bitter or having a bitter aftertaste which lingers in the mouth for a while. Some perceived it as hard, which makes chewing difficult while other felt it was dry, sticky or watery. Some respondents also disliked sample 455 and explained that it was not tasty, too soft, dry, hard or salty, among other stated reasons.
Fig. 3-8 Comparing the developed yam product to freshly cooked yams

A comparison of the developed product with freshly cooked yams resulted in mixed reactions. Whereas 20.5% said the product is better, majority (58.3%) judged the product to compare very well with freshly cooked yams and felt they are the same. The remaining 21.2% of respondents found freshly cooked yams to be better.

Also, the survey showed that consumers are willing to spend between GH¢ 0.5 to 15 on the developed product and made suggestions to be considered for product improvement. 54.0% of a section of consumers proposed that the price of the product ranged from GH¢ 1 – 2.9, 24.8% said GH¢ 3 – 4.9, 18% mentioned GH¢ 5 or more, while 3.1% recommended it be sold for less than GH¢ 1.
Fig. 3-9 Suggested prices for developed yam ampesi

Suggestions that bother in the product itself include, improving the taste of the product by adding some spices and more salt (1.0%), appearance and hardness of product, and including a sauce to the product. Other recommendations were to increase the quantity and size of the product, state the ingredients, directions for preparation and storage on the package.

Largely, the preferred size of the product as judged by the respondents (52.2%) was for it to remain the same, even though 41.4% would rather have a product one and half or double the size of the current product. The smaller minority (3.4%) of the study population would rather the product size was reduced by half.

### c.Yam legume flour

The following are sample codes, components and proportions of the sample products

Components	126	917	425 $ ^{**} $
Proportions (grams)
Yam flour	400	316.7	316.7
Soybean flour	50	116.7	116.7
Cowpea flour	50	66.7	66.7

**Sample 425 was produced from yam flour, roasted soybean flour and roasted cowpea flour**
Fig. 3-10 Most preferred pudding sample

The preference test indicates that, even though some participants found sample 126 as rough or sugary, the overall impression of the sample by a bulk majority (55.7%) of them was that which is tasty and or attractive. As a matter of fact, taste was the main determinant of sample preference. The remaining samples were also rated as tasty by some, albeit not as much as sample 126. Other comments received by samples were “rough” and “not uniform”. 3.3% of respondents liked none of the three pudding samples presented. Sample 425 was the least fancied by respondents as they observed it to be unattractive and not tasty. Other comments such as “much soya” and “rough” were recorded for sample 917.
Fig. 3-11 Comparison of pudding from Yam legume flour with pudding from wheat flour

Nearly 42% of the respondents said the samples compare very well with pudding from wheat flour and rated the two as same. About 29% each of some participants respectively rated the samples as “better than” and “not better” than pudding from wheat pudding. The high rating of the pudding is stressed further by the fact that most of the respondents were ready to pay between GH¢ 20 and 13 for a pack of 500 g. Overall, only less than 20% were willing to pay less than GH¢ 2 for the product. Respondents also proffered several recommendations to be considered in finalizing the development of the fortified flour for puddings. While most of them called for the taste and packaging to be improved, others requested the soy bean be reduced or excluded from the flour. Suggestions to improve texture (smoothness and uniformity) and appearance as well as including milk in the flour were also made.
# Chapter4 Suggestions Obtained in situ Survey and Proposals for Promoting Investment

### 4.1 Outline of Policy Dialogue and Workshop and Suggestions Obtained

#### 4.1.1 Policy Dialogue

Calls on local policy planning officers, international organisations, and international development partner organisations were made for a policy dialogues. Furthermore, calls on related associations of business entities were made to exchange views.

In the policy dialogues, the contents and results of the Study for the current fiscal year were explained with special reference to the demonstrative survey, and views were exchanged. Discussions were held with a view to promoting investment in the agricultural sector in Ghana in the future.

In the policy dialogue, the Japanese side explained the objectives of the current Study and its progress, as well as the products developed in the demonstrative survey. The Ghanaian side generally responded favourably to the Japanese explanation. Many commented that efforts to diversify patterns of consumption of roots and tubers, including yams, would meet current needs arising from the diminishing time that households can make available for cooking due to factors such as the expansion of middle-income classes, spread of office work, and increase in the number of working women in urban areas such as Accra.

In organisations with which a policy dialogue was engaged, it was pointed that products developed in conjunction with the demonstrative survey would be important not only for the domestic market in Ghana but also in the context of exploring and expanding export markets for such products. Product development in the demonstrative survey was carried out on the assumption that middle-income classes and above in Ghana are the main targeted consumers. In the future such product development efforts would consider export markets in Western Africa, Europe, and the US in the light of the fact that the yam-eating culture originated not from the southern regions of Ghana such as Accra but from the regions north of Kumasi and that there exists a certain level of demand for yam products among West African communities in Europe and the US.

#### 4.1.2 Workshop

A workshop was organized on Thursday 13th February, 2013 in Accra, the capital of Ghana, to diffuse and enhance awareness of the results of the demonstrative survey carried out this time and recommendations formulated on the future expansion of agricultural investment. The workshop was also organized to share with interested parties in Ghana the results and recommendations of this study, as well as to enhance awareness of policy-measures for promoting investment in the field and