[guest name="Phoenix Maat and Michael Ducker" biography="Phoenix Maat oversees U.S. operations of Sardis Enterprises International Inc., a Ghanaian-American company, from her office in Denver. Michael Ducker is a market development specialist employed by J.E. Austin Associates, a business consultancy firm that focuses on helping developing economies."]
America.gov asked finalists from among the more than 700 African immigrants who submitted business plans to the “African Diaspora Marketplace” to blog about their ideas. Sponsored by USAID and Western Union Company, the African Diaspora Marketplace is a contest that will award seed money to approximately 15 winners to help them bring their ideas to life in their home countries.
PHOENIX MATT, entrepreneur:
Pineapple processing.
Sardis Enterprises International Inc. exports Ashanti Gold and White Pineapples from Ghana to America. Our vision entails expanding our pineapple exports from Ghana as well as our social services to the people of Ghana. We aim to create employment and educational opportunities, with special attention to health and nutrition. We want to build business partnerships with the Ghanaian people, treating them not just as workers, but also as export partners.
Sardis Enterprises was founded and is run by Americans and Africans. It is unique in its work of salvaging crops for export. (We try to make sure no pineapples go to waste, unlike some operations.)
Sardis Enterprises’ humanitarian efforts also distinguish it from other companies that export from Africa but do little for its workers or environment. We maintain a culture of participation and inclusion as we work to raise prosperity, education and agricultural productivity in Ghana.
Sardis Enterprises welcomes guidance and partnerships with donors and regional African organizations. An American agriculture exporting company would be a great consulting resource for us as well. We are interested in learning efficient international export channels and in adopting better IT systems.
MICHAEL DUCKER, business expert:
Sardis seems to have an advantage over several other fruit exporters.
Ms. Maat’s blog entry makes me believe that Sardis is an integrated enterprise that manages everything from the pineapple farm to selling directly to U.S. wholesalers and super markets. This allows it to change quickly to market needs.
Sardis also has a US presence, meaning that it should have direct access to the market. This provides more opportunities to promote the Sardis enterprise and an advantage in gathering information about the U.S. market.
By incorporating good employment and environmental practices, Sardis also has created a branding opportunity, which could lead to higher prices. I would suggest that Sardis focus its selling and marketing on socially conscious consumers and the higher value retail chains that serve these consumers. I would work with the retailers to get prominent shelf space for the pineapples accompanied by point-of-sale displays with a socially conscious slogan, such as “the best pineapples for you and the earth from Ghana.” The displays could carry pictures of happy employees and logos of environmental standards that Sardis might adhere to.
I don’t know Sardis’ cost structure but my feeling is that Sardis would be better served to stay away from commodity-type distribution chains, which are managed by the larger super markets. The commodity-type distribution chains will not bring Sardis the price it deserves.
