GoldenTree Expands Its Market Position

Posted by African Examiner Business News Friday, November 15th, 2013

Kayode Adelowokan, Lagos

A Cocoa Processing Company (CPC) located in Ghana, the producer of GoldenTree chocolate confectioneries and other semi-finished cocoa products, has further expanded its leading market position in Africa, with its participation at the Lagos International Trade Fair.

(L – R) Managing Director, Martek Nigeria Limited, Oluyinka George, Chief Strategist, Anthill Investment Limited, Olamilekan Asa-Afariogun, Marketing Manager, GoldenTree Chocolate, Genevieve Pawar and Business Development Manager, Cocoa Processing Company Limited (Ghana), Frank Asante at the unveiling of GoldenTree brand of chocolates at Protea Hotel Ikoyi, Westwood Lagos

Speaking at the GoldenTree Partners’ Forum recently held in Lagos, the company’s Marketing Manager, Genevieve Pawar, said CPC participation at the fair marks a major milestone and a significant market entry for the brand into the Nigerian market, giving the company a truly localised footprint. She said the goal is to create awareness and generate sales leads for GoldenTree range of chocolates in a strategic pursuit to expand its market in Nigeria.

Pawar said the company’s participation at the recently concluded Lagos International Trade Fair has opened a new vista for the company; “we are opening up one of the most attractive growth market in Africa, adding to our strong presence in the chocolate business”, she added.

With this move, the Marketing Manager affirmed that, the company will now make its products more readily available to Nigerians. “Together with our strategic agent in Nigeria, Anthill Investment Limited, we have the wherewithal to efficiently create market channels for the brand to reach more consumers. This formal entry in the Nigerian market is an important first step and we are currently working on very interesting strategy to cultivate more consumers for the brand in the country”, she mentioned.

Also speaking at the forum, Managing Director, Anthill Investment Limited, Olamilekan Asa-Afariogun, said Anthill is pleased to partner with Cocoa Processing Company on its drive to make GoldenTree readily available to more Nigerians.

According to him, “We are extremely pleased for the opportunity to grow the GoldenTreein the Nigeria market. This move aligns with Anthill`s drive to promote the consumption of healthy products in the country. Our aim is to grow the market for GoldenTree and we have lined up activities that will position the brand going forward.”

GoldenTree, which is NAFDAC approved, is a Monde Selection Competition Award winner. The Monde (World) Selection Award was instituted by the International Institute of Quality Selection based in Brussels, Belgium. The mission of the Institute is to establish, with complete impartiality, international quality labels that guarantee the organoleptic quality of food products presented to consumers. GoldenTree chocolates are made from premium quality Ghana cocoa and are devoid of artificial additives. It offers consumers the health-filled benefits of cocoa.

Established in 1965, Cocoa Processing Company Limited (CPC) is a limited liability company incorporated in Ghana on November 30, 1981.The shares of the company are pu6bbbbgblicly traded on the Ghana Stock Exchange. It comprises three state-of-the-art factories: two cocoa factories and a confectionery factory. The cocoa factories have an annual throughput of 64,500 metric tonnes of premium Ghana cocoa beans which it processes into semi-finished products such as cocoa liquor, cocoa butter, cocoa cake and cocoa powder under Portem brand name.