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Ghana gives Guinness marching order to source all raw materials locally in 3 years

In line with the new drive to cash in on the Africa Continental Free Trade Area (AfCFTA) by deepening backward integration in strategic manufacturing sector, Ghanaian Minister for Business Development, Dr. Ibrahim Mohammed Awal, has urged management of Guinness Ghana Breweries, to work towards sourcing all raw materials locally within the next three years.

The minister said the order has become necessary to boost the revived synergy and local farmers’ value chain in creating jobs based on exploring comparative advantages.

Speaking at the launch of a loyalty programme by Guinness Ghana to boost the profitability of its key wholesalers, retailers and distributors across the country, titled; ‘Y3n Nyin Mbom’, which literally means, ‘let’s grow together’, the Minister challenged Guinness Ghana to collaborate with the distributors and help them grow their businesses beyond Ghana, to enable them to take advantage of the more than three trillion dollar in AfCFTA.

Business Hilights Ghana Bureau chief reports that the loyalty programme was put in place by the company to reward customers with outstanding sales performance and for the adoption of innovative ways that ensure products reach consumers.

Earlier in his welcome address at the launch ceremony, Teye Mkushi, Finance Director at GGBPLC, noted that the loyalty programme was a great way to give back to customers and to add value to their businesses, since they were a key part of the company’s growth and sustainability.

He said “At Guinness, we believe in creating value for all our stakeholders and we are happy to introduce ‘Y3n Nyim Mbom’ to support our customers who ensure that our products reach the market and consumers every day.”

In his remarks, Commercial Director at GGBPLC, Obinna Anyalebechi, noted that “Our customers deserve the best for their loyalty and support to our brand.We are happy to be delivering a loyalty program that will boost their profits as a result of stocking our products. Their growth is our priority and we encourage all them to be part of “Y3n Nyim Mbom” so we can grow together.” The promo runs from July to December, this year.