Following my recent article in which I argued that it will be insane for anyone to expect Ghanaians to consume locally produced rice solely because they are cultivated in Ghana and not because of how healthy, how good they taste and their selling prices—a seller of Ghana Rice has commented that her customers returned the Ghana Rice she sold to them because of the taste and the price.
And that she is only willing to sell Ghana Rice again if these things change for the better.
The comment from the seller on the article on GhanaCelebrities.Com’s Facebook page confirms the fact that consumers, in the long run, will always put taste, quality, health and money ahead of the origin of a particular food or product.
It’s absurd that we do not seem to have learnt anything from how Kantanka Automobile’s patronage has turned out and we continue to tow the same guilty tripping lane. While Kantanka is made in Ghana, how many Ghanaians including government officials buy their cars? How many of the vehicles of Ghana government are from Kantanka? Don’t we see the CEO of Kantanka always lamenting on social media?
We can advertise or promote locally produced rice to whatever extent we want but as the seller indicated, if people are displeased with the taste or cannot appreciate the health benefits of eating them—and the price is expensive, they will eventually not buy them or return them when they buy.
The campaign should focus on what makes Ghana Rice better than the imported rice–and not that people should be patriotic citizens and buy Ghana Rice because they are produced in Ghana and that will help Ghanaian farmers or the economy.