Marketers Consciousness for Quality Loss Reduction: A Case from Maize Marketers in Ghana
Nkoyo Bassey, Arnim Kuhn, Hugo Storm
University of Bonn, Inst. for Food and Resource Economics, Germany
Quality conscious markets are crucial for a sustainable and integrated approach to post-harvest loss (PHL) reduction. Farmers in sub-Saharan Africa (SSA), where informal markets exist, have often assessed rewards for the supply of good quality grains as unattractive and insufficient. Such informal markets lack standard grades, thereby relying on subjective grading (which is individual and criteria specific) and aspects of visible quality loss (which is based on search and experience dimensions of quality), to determine the extent of quality loss during and after purchase. This study investigates consciousness for visible quality loss reduction among maize marketers, and consequently, the rewards that accrue to farmers, following a case study approach in two districts in the Brong-Ahafo region of Ghana. Grain acceptability and the value placed on visible quality loss reduction are proxies used to assess quality consciousness. Assessment is based on two scenarios –the first is the current market situation based on subjective grading; while the second scenario involves the use of a hypothesised grade to capture potential premiums in a situation where defined grades are to exist. Data was collected through in-person interviews using structured questionnaires, and responses from 288 marketers were used for the study.
Keywords: Ghana, maize, marketers, quality loss reduction, value
Contact Address: Nkoyo Bassey, University of Bonn, Institute for Food and Resource Economics, Bonn, Germany, e-mail: nkoyo.basseyilr.uni-bonn.de