Ghana: Poor marketing undermines local cashew consumption

The failure of cashew processors to maximise marketing tools like packaging, branding and advertisement has largely contributed to low consumption of cashew products in the country, Kwasi Asumadu – a Marketing and Advertising Consultant has observed. He said despite the increasing production quantity of cashew in the country, very little can be said about local consumption; hence excessive export of raw cashew nuts (RCNs) and underutilisation of cashew apples. Local cashew processors, he indicated, do not understand the basics of marketing and branding to differentiate their cashew products like kernels and apple drinks on the domestic market. “They are unable to differentiate their products from others with captivating packaging; lack awareness of cashew products and their nutritional and health benefits; and show less patronage of electronic and social media platforms as alternatives to expensive commercial adverts,” he said. The Marketing and Advertising ...