The Green Journey
This entry has been selected as a finalist in the
Improved Nutrition: Solutions through Innovation competition.
Many traditional diets in Ghana are nutrient deficient. The Green Journey project develops, produces and markets Moringa Oleifera nutritional supplements and fortified foods to fight malnutrition and ensure intake of balanced diets for optimal growth with a vision of Ghana Without Malnutrition.
A propos de vous
Section 1: About You
Prénom
JOSEPH
Nom
BRENYAH
Adresse électronique
URL du site Web
Organization
Moringa Oleifera Farms and Industries Limited
Pays
Ghana
Section 2: About Your Organization
Nom
Moringa Oleifera Farms and Industries Limited
Site Web
Téléphone
00233243301075
Adresse
MD P.M.B. 3, MADINA, ACCRA, GHANA
Votre organisation est-elle une
Entreprise
Pays
Ghana
Your idea
Name Your Project
The Green Journey
Country your work focuses on
Ghana
Describe Your Idea
Many traditional diets in Ghana are nutrient deficient. The Green Journey project develops, produces and markets Moringa Oleifera nutritional supplements and fortified foods to fight malnutrition and ensure intake of balanced diets for optimal growth with a vision of Ghana Without Malnutrition.
Website URL
Innovation
What makes your idea unique?
The Green Journey has a three prong approach: System, Operations and Products. Our system is a hybrid value-added chain, a combination of for-profit, not-for-profit and community/farmer based organizations. The entire community is therefore involved which makes it easy for them to partake in the sale and usage of the moringa nutritional supplements and fortified food products. We maintain good practices which make us unique and increase the value of our products and services. Production is from organic sources using stringent international standards and competitively priced. Moringa, the base of our products, has more natural nutrients with high nutritional and health benefits than many competing products. Many food and vitamin supplements are from chemical and synthetic origins and are not readily bio-available to the body. Others are from natural sources but do not cover a broad spectrum of vitamins and essential nutrients. Moringa, the main base of our products, has eight bio-available essential amino acids, large quantities of Vitamin A, D, C and E and other nutrients, for the complete upkeep of the body. Backed with this is a strong campaign to get people enlightened to choose our appropriate but cheap solution to combat malnutrition.
Do you have a patent for this idea?
Impact
This Entry is about (Issues)
What impact have you had?
We joined the food fortification campaign of the Ministry of Health using moringa to fortify some major staples like maize, cassava and vegetable oil. The success of using moringa products to fight iron deficiency anaemia in children in the Philippines and malnutrition in Senegal and other African countries has been documented which is helping our cause to get people to resort to our branded Moringa Oleifera Fortified Food (MOFF™) products. Feedback from various communities served with our moringa leaf powder and fortified products indicated that many people were pleased with using the products. In 2008, 200,000 Early Adopters of the Moringa leaf powder, who were mainly pregnant women, children and the elderly, were recorded. 10MT of Moringa Leaf Powder or 200,000 units of 50g worth $200,000.00 were sold or distributed free in 2008. Testimonials from these people and others indicated that they were satisfied with the products and were willing to patronize them for their complete well being. This is equally the case with our moringa fortified maize, cassava and vegetable oil products which are gaining acceptance and the demand for them is increasing daily. 1MT of fortified foods worth $50,000 were produced experimentally and distributed free to NGOs and needy communities in 2008. Our production facilities are being modernized and expanded to meet the increase in demand. The tendency to resort to chemical and synthetic food and vitamin supplements will be done away with as our natural moringa supplements and fortified foods become available easily.
Problem
- Malnutrition is rife in Ghana. This can be attributed largely to nutrient deficient traditional diets consumed by the populace especially micronutrients like iron, zinc, Vitamin A and iodine.
- Imported, cheap, synthetic and chemical food supplements are available which are not very effective against malnutrition and are at times dangerous to human health as depicted in some recent studies. Imported natural and organic food supplements available are highly differentiated, expensive and not within the reach of the general populace.
- Lack of appropriate cheap local industrial raw materials for food fortification is hampering the national food fortification efforts.
- Some local moringa products are slightly expensive, poor in quality and at times adulterated.
- Taste of the local consumers for imported products is high and general acceptance of moringa products is low which is making acceptance of this novel form to wipe out malnutrition quickly very difficult.
Actions
The Green Journey moves on through:
- Establishment of large scale moringa farms in various parts of the country to provide cheap and abundant source of raw material for intensive production.
- Establishment of modern production facilities to produce our MOFF® brand of Moringa Nutritional Supplements and Fortified Foods. Attention is being made for improvement and perseverance in International and National Standards and requirements in Good Agricultural Practices (GAP), Good Extraction Practices (GEP), Good Manufacturing Practices (GMP), Good Laboratory Practices (GLP) and Good Timely Delivery Practices (GTDP) for our Moringa products with attendant rewards for attainment of goals in environmental protection and sustainability, energy efficiency and gender mainstreaming.
- Our powerful Ghana Malnutrition Annihilation Project (Ghana MAP) and other Nationwide and International Media Campaign to give a strong corporate and product branding for Moringa products.
- Development of new Moringa products and services for our customers’ satisfaction.
Results
- Our Moringa Nutritional Supplements and Fortified Foods are undergoing international and national standards to conform to good practices in the industry. We aim to obtain organic, kosh, environmental friendly and other pertinent certifications.
- The initial acceptance of our trial production is tremendous and we will move on to get the products in every home in the country and outside.
- Our fortified food range now covers maize, cassava and vegetable oil products with pure protein and vitamin extracts among new products coming on stream shortly.
- Practical and proven ability of moringa to wipe out malnutrition quickly and cheaper than many interventions are expected with our moringa products. A solution to the 230 million children in the developing world suffering from malnutrition and relief to 19 million Ghanaian low and middle income earners riddled with malnutrition would have been found.
What will it take for your project to be successful over the next three years? Please address each year separately, if possible.
- 2010 - Two Moringa growing belts in the Eastern and Volta regions have been established and are being expanded to cover the entire country with green belts. The Moringa Oleifera Cultivation and Marketing Program (MOCAMP) will be made more operational backed by our free agricultural consultancy. Our Moringa Nutritional Supplements and Fortified Foods will continue to undergo international and national standards to conform to good practices in the industry. Our fortified food range is expected to cover maize, cassava and vegetable oil products. We aim to obtain organic, kosh, environmental friendly and other pertinent certifications. The initial acceptance of our trial production is tremendous and we will move on to get the products in every home in the country and outside. Modernization of our main production facilities will be made with other facilities set up in Eastern and Volta regions. Expected Cash from Grants/Investment is $1,500,000; 300,000 farmers are to be supported; 15% market penetration; Annual Sales Growth of 10%; 300% increase in income of farmers and 70% of grants against earned income.
- 2011 - Expansion of our main production facilities will be undertaken and other units will be set up in other regions including Greater Accra. Research into and production of protein and vitamin extracts will be made. Expected Cash from Grants/Investment is $500,000; 350,000 farmers to be supported; 20% market penetration; Annual Sales Growth of 35%; 20% annual increase in income of farmers and 40% of grants against earned income.
- 2012 - Our fortified food range will be expanded to include pure protein and vitamin extracts for human and animal consumption. Expected Cash from Grants/Investment is $500,000; 400,000 Farmers to be supported; 35% market penetration; Annual Sales Growth of 55%; 20% annual increase in income of farmers and 15% of grants against earned income.
What would prevent your project from being a success?
- A strong local raw material base is very necessary for success. Commercial moringa plantations are non-existent in the country now apart from the farms established by us and our associates. 300,000 farmers are being mobilized to cultivate over 100,000 acres to start with.
- Local production of moringa products by some producers are of low quality as the manual process does not guarantee top quality products at all times. We need therefore to modernize our production facilities to ensure high output with a corresponding good quality.
- Without conforming to international and national standards, our products will not market well locally and overseas.
- Extensive education and advertisement is needed to promote the products to ensure acceptance after they have met all other standards. It takes time for people to discard old notions and thinking. Weak brand awareness and high taste of citizenry for imported products must be surmounted by an aggressive enlightenment campaign.
- Availability of cheap competing chemical and synthetic based products and other highly differentiated products will offer stiff competition but with cheap quality moringa products being made available, such can be surmounted. .
- Fortification should not add too much cost to the finished products otherwise many people will not be able to afford them thereby making them not to patronize the products.
How many people will your project serve annually?
Plus de 10,000
What is the average monthly household income in your target community, in US Dollars?
Less than $50
Does your project seek to have an impact on public policy?
Oui
Viabilité
A quel étape votre projet en est-il ?
En place depuis 1 à 5 ans
In what country?
Ghana
Is your initiative connected to an established organization?
Oui
If yes, provide organization name.
MORINGA OLEIFERA FARMS AND INDUSTRIES LIMITED
How long has this organization been operating?
1‐5 années
Does your organization have a Board of Directors or an Advisory Board?
Oui
Does your organization have any non-monetary partnerships with NGOs?
Oui
Does your organization have any non-monetary partnerships with businesses?
Oui
Does your organization have any non-monetary partnerships with government?
Oui
Please tell us more about how these partnerships are critical to the success of your innovation.
Moringa Oleifera Farms and Industries Limited (MOFIL) was established as a hybrid for profit company by for-profit and not-for profit companies in partnership with non-governmental, farmer, faith and community based organizations. The inclusion of these organizations in our operations helped to overcome the limitations imposed on both sectors making us to reach out effectively to the communities in terms of production and marketing. The academic sector is also involved with research and product development to enhance success whilst partnership with government is enabling us to ensure that policies and programmes are initiated to enhance the acceptability of our products by the entire citizenry. With acceptance and proper backing by governmental agencies and institutions, we are able to forge ahead to engage in effective business which is bringing great benefits to our people. The regulatory and supervisory role provided by some related public health agencies ensures that our products meet local and international standards which will ensure that we are able to clear any hurdles that may come our way.
What are the three most important actions needed to grow your initiative or organization?
We have assumed a dominant and convenient positioning and need to move forward strongly, namely:
- Establishment of large scale moringa farms and modern production facilities in various parts of the country. We may consider getting other companies/organizations under our grouping or outside to undertake franchise production which may definitely come in the next two or three years. Good and high quality production is essential to ensure that our consumers’ confidence is maintained. We will therefore adhere to strict international and national standards. This will be backed by professionalism with high quality and motivated staff to ensure operational efficiency and adequate financial returns on investment.
- Without a strong corporate and product branding to communicate the outstanding value of our product and service delivery to our customers, we may not be able to achieve substantial sales volumes. We will engage our powerful Ghana Malnutrition Annihilation Project (Ghana MAP) and other Nationwide and International Media Campaign to give a strong corporate and product branding for our Moringa products. With proper financial backing, we are committed to let this happen to alleviate the untold sufferings on children and other vulnerable populations, which goes with our motto: Better Nutrition, Better Health. We have a vision where Ghana, Africa and ultimately the entire world will be free of malnutrition through a natural green abundant health and nutritional living with Moringa.
- Innovation in the development of new Moringa products and services for sustained customers’ satisfaction and interest in healthy lifestyles.
The Story
What was the defining moment that led you to this innovation?
Malnutrition has a scar face. In the developing world, 230 million (39%) children under five are chronically malnourished with 54% of deaths among children under 5 years linked to malnutrition. In Ghana, only 76,500 children under five out of 2.55 million children have normal weight. 612,000 are underweight, 51,000 are chronically malnourished, 178,500 have acute Malnutrition and 1,887,000 are anaemic. 43% of pregnant mothers received Vitamin A supplementation within two months after delivery and 47% of mothers are anaemic. (GDHS, 2005). Protein Energy Malnutrition (PEM) is the single greatest cause of child mortality (54%) with over 19 million middle and low income earners in danger of malnutrition. To solve the various health conditions generated, many people resort to the usage of highly expensive imported food and vitamin supplements. I joined the campaign by various NGOs some years back to get people to take soya bean and moringa recipes to solve the problem. Households were assisted to plant single moringa trees. In spite of this, people were reluctant to use soya and moringa in the preparation of household meals. Many preferred already packaged products of these plants. This led me to consider going into the commercial production of moringa fortified products after weighing the advantage against soya beans in terms of ease of planting, yield and production in addition to benefits to the body. The Ministry of Health has embarked on food fortification plans and regenerative health through proper nutrition and exercise. The Green Journey with various strategies will get people to resort to a balanced diet, which will have both immediate and lasting benefits to them especially Ghana Without Malnutrition through the use of cheap moringa nutritional supplements and fortified food products.
Tell us about the social innovator behind this idea.
Pastor Joseph Brenyah is an experienced administrator, clergyman and social entrepreneur. He has organized a lot of local and international seminars, workshops, conferences and training programs in management, HIV/AIDS, water and sanitation, small-scale industrial technologies, co-operatives and social entrepreneurship. He is presently in charge of Christian Volunteer Service International, a non-governmental organization and Moringa Oleifera Farms and Industries Limited, a social enterprise/venture. In 2007, he initiated the Ghana Malnutrition Annihilation Program (Ghana MAP) to combat malnutrition quickly by encouraging people to resort to a balanced diet especially with Moringa, a powerhouse of essential nutrients. In the same year, he started the Rural Agricultural Improvement Network (RAIN), a network of small holder farmers, farmer and community based organizations/associations, research institutions and civil society organizations in agriculture, which included the Moringa Oleifera Cultivation and Marketing Program (MOCAMP), to assist in rural agricultural development and industrialization. These programs have been combined to form the Green Journey.
How did you first hear about Changemakers?
Personal contact at Changemakers
If through another, please provide the name of the organization or company
 | 118 weeks agoGeorge Berkoh said: I write to affirm the fact that Moringa leaves are good and I have not found them to be toxic in any manner. From the various literature ... about this Competition Entry. - lire plus > |
| 119 weeks agoJOSEPH BRENYAH said: We have been forced to change our website address and move the contents to a new site on account of the activities of some hackers. Just ... about this Competition Entry. - lire plus > |
| 119 weeks agoHelen Fiagbadu said: Although I cannot argue the case of Moringa's safety based on strong scientific evidence, but from my oral reports following the usage ... about this Competition Entry. - lire plus > |
| 119 weeks agoThomas Gbevi said: Maybe, I do not need much evidence again after using moringa oleifera leaf powder for some years. Ii am over 60 but my eye sight and ... about this Competition Entry. - lire plus > |
| 119 weeks agoEphraim Lomotey said: Can we talk? Why is the world not mobilizing efforts to research fully into the claims of moringa and establish it so that we can have a ... about this Competition Entry. - lire plus > |
| 119 weeks agoGeorge Berkoh said: Will the world accept if we tender scientific reports to buttress the non-toxic nature of Moringa products? Give us a little time, and ... about this Competition Entry. - lire plus > |
| 119 weeks agoAnna Setodji said: Hitherto, the moringa we produced locally was not up to the national and international standards and could not keep for six months ... about this Competition Entry. - lire plus > |
| 119 weeks agoEunice Nyadzro said: Natural remedies have been used of old to point the discovery way to us. Chicona bark provided the grounds for quinine to be developed ... about this Competition Entry. - lire plus > |
| 119 weeks agoMary Adzewodah said: Without fear of contradiction or otherwise, I feel we need to consider oral reports too as regards the safety of moringa products. I ... about this Competition Entry. - lire plus > |
| 119 weeks agoJOSEPH BRENYAH said: Many laboratory reports have appeared in scientific and other journals on the nutritional and medicinal properties of Moringa Oleifera ... about this Competition Entry. - lire plus > |