1. ToR Consumer trends and preferences
Joep van den Broek
GhanaVeg Program Leader

2. Introduction
There is consensus that Ghanaians demand better quality and especially healthy ones
Number of initiatives are being developed to improve this: Green Label, GIZ-MOAP work, MIDA
Fresh wholesale and retail sector is booming
… At the same time, not sure what the specific market structure is for the wholesale and retail sector
And what the size and demands are from consumers for healthy and quality vegetables

3. ToR Consumer trends and preferences
Hence, we propose:
A study that maps the current market outlets for vegetables in the country’s major cities and their specific characteristics
The trends in terms of market share of the different outlets (high-end retail and wholesale, specialized shops and open markets)
The consumer preferences (quality, food safety) and willingness to pay
Recommendations to increase vegetable consumption in Ghana, based on experience in other countries (marketing)

4. Deliverables Analysis of major market outlets of vegetables
Consumer survey and analysis of preferences and willingness to pay for assured quality and healthy vegetables
Number of clear recommendations for GoG and GhanaVeg to improve image of vegetables and increase consumption; e.g. awareness campaigns, Radio/TV etc.