By Samuel SAM
Entrepreneurial business is the backbone of any thriving economy, driving innovation, creating jobs and fostering economic growth.
By turning ideas into reality, entrepreneurs not only pursue their passions but also contribute to the well-being of their communities, making entrepreneurship a vital component of societal development.
University for Development Studies (UDS) has been an institution that trains and encourages its students on how to identify opportunities and turn them into successful ventures to create new markets, and improve people’s lives via its Third Trimester Field Practice (TTFP) Programme aimed at helping students enter the workforce or pursue further education sooner. Through their endeavours, entrepreneurs inspire others, stimulate economic progress and leave a lasting impact on society.
UDS is the third best university in the country and second public university in Ghana, with a hub for innovation and knowledge, as reflected in its motto ‘Knowledge for Service’.
Three young UDS innovators have thrived to develop themselves by going beyond the academic field of study to create job opportunities in line with the university status and complement government effort in securing jobs for the youth to curb the unemployment rates.
These developers aim to transform the plight of the humble tomato and the smallholder farmer into an opportunity for healthier, delightful and premium quality wines for all.
Genesis of the agribusiness
Tomavi Wines is a start-up agribusiness established by these three young innovators; namely Firdaus Mohammed Awal, a graduate research assistant and Chief Executive Officer of Tomavi Wines, who holds a BSc. in Community Nutrition from UDS; Issah Muleikatu, a Pharmacy student and Chief Marketing Officer (CMO) at Tomavi Wines; and Ramzi Badrun Wunnam, a final-year Physician Assistantship student and the Chief Finance Officer at Tomavi Wines. They have gone beyond the academic work to identify some opportunities for themselves outside their field of study.
The initiative is focused on making premium quality wines and beverages from tomatoes to prevent post-harvest losses of tomatoes by providing stable market access that increases the income of small-scale tomato farmers, preventing food wastage and food insecurity.
This initiative is to encourage tomato cultivation for the production of non-alcoholic beverages that are for healthy human consumption. In view of its nutritional value, the beverage contains limited additives in order to meet the market standard and demand.
It breeds innovation by crafting wines from tomatoes to create market and increase the income of smallholder tomato farmers. Driven by the passion to better the plight of the smallholder farmer and provide healthier options in the market, Tomavi Wines stands on the shoulders of its three co-founders.
Firdaus is passionate about the well-being of individuals with regards to what is consumed. Prior to joining Kosmos Innovation Center (KIC), he served as a volunteer intern nutritionist at the Tamale Teaching Hospital (TTH), focusing on individual diets and meals. He brings a wealth of experience from leading students as a teaching and research assistant at the university and being a registered nutritionist.
Muleikatu is a student-politician and experienced in promoting and marketing brands at school. Prior to joining KIC, Muleikatu was part of the pioneers of an on-campus venture dubbed the Good Chef, which sold Wasawasa (Black Jollof) and wine made from corn. She brings a wealth of experience from her previous and current adventures.
Ramzi is an excellent mathematician and a great record keeper. He is the brain behind his father’s well-established business in Sunyani. Before joining KIC, Ramzi served as a finance advisor to his department’s association, ensuring impeccable and consistent finance records and accountability. His reserved financial expertise complements the mission of Tomavi Wines.
Daily inspiration
As students, they observed that most tomato smallholder farmers encounter post-harvest loses which affects their productions and revenues. Fully aware that tomato is a nutrient-rich food that offers numerous health benefit, they decided to find a way to manage it to prevent any losses by refining it for public consumption; hence the production of the wine. This is to add value to the vegetable.
According to research, the use of the tomato for the wine product helps reduce post-harvest losses by utilising the tomatoes that might go waste and supports sustainable agriculture.
Further, it would also help in creating a new and stable market for tomato farmers, ensuring that farmers’ produce is utilised, contributing to food security as well as enabling them to earn a better income and improve their livelihoods.
The Tomavi Wines would produce high-quality wines and beverages, providing consumers with unique and enjoyable products that would support the local economy. As a start-up rooted in the local community, Tomavi Wines will contribute to the local economy and promote entrepreneurship.
Motivation for entering into the sector
“We are motivated by the impact the venture conveys on both the smallholder farmers and wine enthusiasts. Also, with market survey conducted showing high demand for the product, we decided to give it a try. And it has now become our passion, source of income and contribution to society,” said the innovators.
According to the three entrepreneurs, team work, passion and focus made them harness available resources to create a niche as the market observation was that the tomatoes that are not bought get rotten and go waste.
“Our checks from some medical practitioners indicated that the consumption of tomato wine would help to boost the immune system; hence, the step to develop the product for public consumption,” they said.
It is also noted that lots of tomatoes go waste annually due to poor storage and access to market, thereby decreasing farmers income and causing food wastage and food insecurity while the Ghanaian wine market is heavily polarised with imported sugar-sweetened sparkling beverages. These factors, thus, motivated them to enter into the sector.
Sponsors and how their support help to grow your business
The main sponsor for the entrepreneurship is the KIC, with funding from the Mastercard Foundation, through which their idea became a reality and is making early sales and impacts.
They further anticipate support from the World Food Programme, United Nations International Children’s Emergency Fund (UNICEF), United Nations Development Programme (UNDP), among others, who support growing local businesses of the youth.
This would help the nation achieve the goal of empowering the youth in contributing to the economic growth to meet the Sustainable Development Goals (SDGs) by 2030.
Message for other potential entrepreneurs
While it is not easy, with persistence, perseverance and taking control even in tough times, there always will be light at the need of the tunnel.
Major achievements of Tomavi Wines
Tomavi Wines was adjudged winners of the 2024 Kosmos Innovation Center’s Agritech Classic Finals Pitch Competition. They have also so reached about 1000 farmers for sustainable partnerships and sourcing of tomatoes for production.
Challenges confronting entrepreneurs in Ghana
The backbone to entrepreneurs’ execution of entrepreneurial skills is access to capacity and resources but unfortunately, that is very inadequate.
What can be done to improve entrepreneurship in Ghana?
Education has become the backbone to nurturing of talents for every departments in Ghana as far as the economy and development are concerned. Implementing entrepreneurial studies into the curriculum right from the sophomoric years to the advanced years will adjust the mindsets of many people toward creating comfort rather than enjoying comfort.
In addition, there is a need for government to liaise with the private sector to invest more in developing the skills of the young potential entrepreneurs to enable them contribute to the socio-economic growth of the country.
Where do you want to see yourself in the next five years?
Tomavi Wines envisions is to be a million-dollar company and the leading producer and exporter of wines and beverages across Africa and beyond, leaving a lasting impact on small-scale tomato farmers through trainings, partnerships and collaborations.
Advice for young business potential
‘When there is will, there is way’ and ‘the journey is the reward’ so always have focus with perseverance to climb the ladder, they said.
Young entrepreneurs and start-ups must endeavour to be positive about every situation and never give up.
We are opened to partnership and collaborations with investors, funders, diplomatic institutions, hotels and other business entities within the wine and beverages or tomatoes value chain as well as those with interests in addressing post-harvest losses and food wastages to address food insecurity issues for a brighter future.
