The Ekumfi Juice Distributors and Retailers Association is calling on the government to support the Ekumfi Fruits and Juices Company in expanding its production and integrating its operations into the 24-hour economy initiative.
According to the association, increased investment in umbrella and tricycle sales teams will create more jobs for Ghanaian youth, boosting the distribution and retail sector.
The group believes their sales model, inspired by MTN’s space-to-space and credit sales strategy, has the potential to surpass MTN’s success in terms of sustainability and reach. Currently, the Association boasts over 400 distributors and retail outlets, with the capacity to scale up to 3,000 sales points nationwide.
Speaking on behalf of the Association, its president, Abena Klint, emphasized the need for government intervention to protect their trade and expand job opportunities.
“Government’s support will not only sustain our businesses but also provide meaningful employment for thousands of young Ghanaians. Many of our members, especially those selling on the streets of Accra and Tema, have seen their lives transformed by this work,” she said.
She highlighted the environmental benefits of Ekumfi Juice sales, pointing to a documentary featuring young men who left illegal mining (galamsey) to become street vendors. According to her, these vendors are now making daily profits of over GHC200 under the Ekumfi Juice umbrella sales model, a safer and more sustainable alternative to galamsey.
“We are not just selling juice; we are creating sustainable jobs under the umbrella. This is a movement that provides visible, viable, and dignified work for the youth. With the right support, this initiative can grow to employ even more people across the country,” Madam Klint added.
She further stated that Ekumfi Juice Umbrella and Tricycle sales makes Ekumfi Juice sales the most sustainable, visible viable mass deployment sales movement in Ghana with the potential to create more jobs and wealth for the youth of Ghana. She labelled this as “Creating Sustainable Jobs under the Umbrella”.
The Association is concerned that as Ekumfi Fruits and Juices Company scales up exports to meet rising international demand, local sellers may struggle to access the product. Without government support to boost production, they fear that Ghanaian vendors will lose out on a thriving market that has already provided livelihoods for many.
“If the government acts now, this industry can expand to employ over 6,000 young people. We need deliberate policies to ensure Ekumfi Juice remains accessible to local sellers while also meeting global demand,” the association’s president stressed.
The distributors and retailers remain hopeful that their plea will be heard, allowing them to continue contributing to Ghana’s economy while sustaining their businesses and livelihoods.
