Role of exhibitions in promoting intra-regional trade

Many will be surprised to learn that the army which is often associated with doing battle to protect the country’s territories, can also dance and perform to entertain its compatriots.


A detachment of the men in uniform belonging to Ghana’s Battalion (GhanaBat) to the United Nations Mission in Liberia (UNMIL), recently staged a spectacular cultural to the admiration of representatives of government, businesses, entrepreneurs and individuals.

The occasion was Ghana’s solo exhibition in the Liberian capital, Monrovia, where the GhanaBat (UNMIL) members showcase another side of the country’s strength – rich cultural heritage and enormous tourism potential.

This was just an appropriate showcase to send a clear signal to the rest of ECOWAS that Ghana had a wide array of non-traditional exports many of which were on display at the solo exhibition.

A delegation of about 44 exhibitors participated in the fairs in Liberia and later to Lagos, Nigeria to tap into the enormous opportunities that trade exhibitions offer businesses and entrepreneurs to develop and harness market potential, especially as market access issues have become very important in today’s competitive global world.

With support from the Export Development and Agricultural Investment Fund (EDAIF), the Ghana Export Promotion Authority (GEPA) is currently focusing on increased market access in the sub-region.

The GEPA, under the Ministry of Trade and Industry (MOTI), is responsible for promoting non-traditional exports (NTEs). It does this through various means including attending fairs and organising solo exhibitions of made-in-Ghana products in targeted markets.

Such exhibitions, funds permitting, should be organised frequently and must be a continuous process.

“We realise that trading among ourselves is better and easier than going to the international world which has a lot of requirements. The market in the sub-region is big with a population of about 300 million. Also from experience, we realise a lot of our products go to the sub-region so it is better for us to do business among ourselves,” the acting Chief Executive Officer of the GEPA, Mr Stephen Normeshie, notes.

However, he said, the new focus did not mean that the authority was abandoning the European market, saying “currently the EU is the largest market for our NTEs, but we also want to develop the sub-region in addition to the developed world so we can ensure that the NTE sector does not only exceed the set target of US$5 billion by 2015, but also contribute more than a quarter of total exports from Ghana”.

This year, Ghanaian businesses and entrepreneurs have participated in eight exhibitions in the sub-region alone and two international ones –Ambiente in Germany and Izmir in Turkey.

Mr Normeshie said Ghana can maximise the benefit of exhibitions through research to determine market demands and provide accordingly.

“Ghana’s imports are more than exports which put pressure on the cedis, therefore if we are able to send our products outside more it will help the country.”

Over 40 Ghanaian companies from different product sectors participated in the solo exhibition in Liberia from 23rd to 31st October 2012. A variety of products, including pharmaceuticals, household disinfectants, detergents, herbal products, Shea butter and soaps were on display.

Others were, textiles and garments, woodcraft, straw baskets, beads & beaded items, footwear, cosmetics, hair products, plastic packaging, lubricating oils, animal health products, aluminum cook wear and roofing and medical care products.

Other Ghanaian companies engaged in the provision of quality water and general civil engineering works, total survey and mapping systems, printing, etc also participated in the exhibition.

Some exhibitors told the GRAPHIC BUSINESS that the exhibition was generally good. Mr George Amissah of Daysah Ventures, producers of Green-Life morning a powder, sufficient gari moringa and natural slim tea, said he was able to make inroads.

“Four big supermarkets such as Payless Super Store, Stop and Shop Supermarket, UN Drive and Exclusive super stores readily accept my products. I am still talking with other interested groups. In fact, the gari moringa is an adored product. The people of Liberia relish it,” he said.

Hajia Fati of Alagie & Fati’s Co. Ltd, makers of shea butter cream and black soap said all their products sold out and did not come back with a single product. She said the company was able to secure several contacts such that they have brought the GEPA on board to help them finalise the deals.

Mr Samuel Ohene Budu of JOISSAM Ghana Limited, water solutions provider and general civil engineering works contractor, said the company’s prospects looked promising after several interactions with players in the sector in Liberia.

Yet, a few entrepreneurs such as Cephas Bowman of Bowman Kente Weaving said patronage was not so encouraging and blamed it on the venue which he said was quite far from the city centre.

Most of the exhibitors have expressed the desire to open up shops in Monrovia Liberia, realising their taste for made-in Ghana products.

Already, Yvonne Exclusive Designs, fashion designers, has taken the lead to set up shop in Monrovia.

The Assistant Director of Public Affairs at the National Oil Company of Liberia, Madam Fatu Gbedemah, who visited the fair, was happy that it presented a good opportunity for the Liberians to see what Ghana had to offer and learn some best practices.

“The exhibition needs to be organised more often. Liberia needs to concentrate on entrepreneurship and the exhibition is a sure way to get people to aspire to be innovative and come out with their own ventures,’ she said.