Branding is increasingly gaining ground as a key tool for improving competitiveness in agribusiness, with new research indicating its potential to strengthen Ghana’s poultry sector.
The industry continues to face stiff competition from imported chicken, which is widely available in convenient processed forms such as ready-to-cook, pre-cut, and ready-to-eat products.
Locally produced chicken, however, is largely sold as live birds, reducing its appeal to modern consumers.
Although branding has become central to business growth, its application within Ghana’s agricultural sector, particularly poultry, remains underexplored.
Addressing this gap, a study published in Heliyon analysed broiler farmers’ preferences for branding locally produced chicken.
The research drew on data from 562 producers across the Ashanti and Bono regions.
The study identified key factors influencing branding decisions, including brand source, production claims, product form, percentage of farm use, and price.
While most of these attributes positively shaped farmers’ preferences, price was found to have a negative influence.
Findings also show that farmers differ in their branding choices, underscoring the need for flexible and market-driven strategies.
The researchers, including Prof. James Osei Mensah of the College of Agriculture, recommend that ""the Government of Ghana should introduce sustainable brands such as green labels in the poultry sector to encourage antibiotic-free production and processing of chicken in whole-dressed and cut parts."
They further encourage broiler producers to collaborate in developing regional brands with unique attributes, including antibiotic-free certification and processed chicken options, to enhance market access and boost profitability.
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