AIL recognizes the role of marketing in generating cash for sustainable business operations. It therefore adopts a market-first, science-based approach for providing end to end services in the management of enterprises or facilities. AIL undertakes market studies on value chains/firms and secure contracts to manage and understand the nature of the market (opportunities, challenges, size, etc), to ensure optimal utilization of facility/products, thus making the facility profitable. Through its networks and international presence in the Agribusiness space, AIL has worked to secure orders and facilitated several market linkages over the past decade. Complemented by its work in quality assurance and capacity building in marketing, AIC continues to provide unparalleled service for its clients. Over the ten-year period, AIL has secured and facilitated trade of various products valued at $28M and supplied to processors, exporters, retailers and in Ghana, USA, Europe, the far East and South Africa, among others.
Through its networks, international presence, website and other trade promoting activities, AIL actively gathers market intelligence by continuously assessing, tracking and communicating market needs and forces prevalent in the international marketplace. It solicits and receives market inquiries; secure orders and works with a network of rural suppliers, agents, brokers, and the private sector companies to fulfill these orders. As part of its market development effort, AIL performs quality checks, builds the capacity of suppliers to meet buyers' specifications and ensure buyers pay for goods supplied. Where necessary, AIL actively engages in the export of certain commodities.
Summary of market development achievements
- Currently selling and marketing fresh vegetables to ShopRite, Urban Jungle, Eden Tree, Farmers Market, KNUST, UCC Farm Markets, a number of Hotels and Corner Shops in Accra and Kumasi
- Introduced an innovative Orange Fleshed Sweet Potato bread onto Ghanaian Market selling at Institutions, Hospitals, Churches, and to the General Public
- Established strong marketing arrangements with UTV, Citi TV, JoyNew, GHONe and other TV stations in Ghana
- Garnered a strong social media following for marketing of our produce
- Minimized supply constraints and helped increase exports of medicinal plants from less than $1m in 2004 to over $13m in 2008
- Facilitated trade of spices and herbal teas valued at over $5m