There are indications that this attitude is changing. The channels of distribution available to U.S. suppliers of food products are many and varied. Once the goods are in country, there are numerous sole proprietorships prepared to buy goods at wholesale prices for distribution. Various large trading organizations also have distribution and sales outlets throughout Ghana. Nevertheless, it is a crucial task that, when properly carried out, will go a long way toward developing the long term business success that U.S. exporters seek.
Local businesses are usually interested in being appointed agents or distributors for foreign firms.
Many of these companies do not possess the managerial, financial, or marketing capacity required to properly promote the lines of goods they wish to represent. Most often, this will involve direct, hands-on experience in Ghana. While time-consuming, this process will serve to acquaint exporters with their prospective Ghanaian counterparts, as well as introducing these exporters directly to their customers. This personal touch is a feature of Ghanaian business, and one that potential exporters should recognize as a valuable market development tool in Ghana. It is especially important when seeking long term business relationships such as distributorships.