Report on marketing and regulatory opportunities for the European Union for Group 1

Abstract

This report summarises research into the marketing and regulatory Opportunities and including value chains of a group of four grain‐based traditional African foods, Akpan, Gowé, Kenkey and Ksikh Sa’eedi. It constitutes one of six reports that review the market for these traditional foods using value chain analysis as part of the European Union funded project the African Food Tradition Revisited by Research (AFTER). The four products considered here are: Akpan, a yoghurt‐like preparation from the Republic of Benin made from fermented maize; Gowé, a sweet paste, also from the Republic of Benin, made of malted (or non‐malted) sorghum or maize flour and consumed as a beverage; Kenkey, a stiff dough, from Ghana, made from fermented, de‐hulled, maize meal and consumed as a stiff porridge or a beverage. Kiskh Sa’eedi, a fermented snack and beverage from Egypt made from milk and wheat and consumed as a snack or beverage. The purpose of this report is to understand all aspects of the marketing and regulatory Opportunities and including value chains for these food products and to use this information formulate marketing plans with a view to guiding efforts to re‐engineer African foods. This report focuses on the regulatory framework and value chains for AFTER. Group 1 products in the European Union. With respect to market access the key findings of the report were that no serious impediment exists for this group of products. Some concerns exist with respect to these products complying with private standards or certification due to the high costs involved. For Kiskh Sa’eedi a plan is needed to manage the unique intellectual property associated with its production and use prior to implementation of a market development programme. The market for AFTER products in the EU can be broadly divided in to two submarkets: the African diaspora and regular, mainstream, food markets. The diaspora market looks substantial, especially in France and the United Kingdom, but, in the long‐term, the size of this market is expected to diminish.Review of similar products on the market to existing AFTER foods suggests that grains, particularly as a yoghurt ingredient, have parallel products available in the EU – mainly in specialist niche and gourmand market sectors. Possible value chain for these products are described, through more detailed research and test marketing will be needed before products are ‘launched’ in the EU. Analysis of the market mix for typical re‐engineered AFTER products suggests starting price points for future product by product business analysis and points to major natural and organic food trade fairs as the key market entry point. SWOT analysis of a range of AFTER re‐engineered products shows that there are good market spaces available for many AFTER products. Emergence of new grain based yogurt health drinks looks very promising for Groups 1