The Green Journey

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The Green Journey : Holistic Optimal Health and Growth with Moringa Oleifera

Accra, GhanaAccra, Ghana
Year Founded:
2007
Organization type: 
hybrid
Project Stage:
Growth
Budget: 
$100,000 - $250,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

The Green Journey project seeks to stem the rising trend of malnutrition and obesity by developing, educating and advocating for the use of appropriate naturally fortified foods and supplements for optimal growth to strengthen our capacity for disease prevention.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if people resorted to having Table Moringa (powder) on their dining tables for every meal and using moringa and other plant based fortified foods and products to help overcome malnutrition and nutrient deficiency for optimal health?
About Project

Problem: What problem is this project trying to address?

Malnutrition is rife. 230 million children under five are chronically malnourished in the developing world. In Ghana, only 76,500 children under five out of 2.55 million have normal weight, 612,000 are underweight, 178,500 have acute malnutrition and 1,887,000 are anaemic with 19 million medium/low income earners malnourished (GDHS 2005) on account of nutrient deficient diets lacking in micro-nutrients giving rise to many debilitating conditions.

Solution: What is the proposed solution? Please be specific!

We use moringa to effectively tackle malnutrition and other debilitating conditions. 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 combating malnutrition cheaply and effectively in a short time than many therapies. Many food and vitamin supplements from chemical and synthetic origins are not bio-available to the body. Others from natural sources do not cover a broad spectrum of essential nutrients. We back this with a strong campaign to get people enlightened to choose this appropriate and cheap solution. Moringa helps also in fertilizing soils, give balanced food chains and many skin care solutions.

Awards

Moringa Oleifera Farms and Industries Limited - "Leveraging Business for Social Change: Building the Field of Social Business" challenge - Finalist, The Green Journey - "Improved Nutrition: Solutions through Innovation" challenge - Finalist.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

According to WHO recommendation, women are to be provided with a high-dose vitamin A supplement in the early postpartum with postpartum dosing improving maternal vitamin A status and increasing the vitamin A content of breast milk. A pregnant woman, Madam Adwoa Afriyie, who did not receive Vitamin A supplementation like 1,100,000 other pregnant women under a government program and was also anaemic, was given moringa powder, oil and capsules aimed at treating malnutrition in line with The World Declaration and the Plan of Action on Nutrition, adopted in 1992, which calls for strategies to combat micro-nutrient malnutrition based on sustainable local food-based strategies. She responded well over a short period and delivered a healthy child.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Intensive education of the general populace has led to increased use of moringa products with the Government allowing the sale of natural preparations, which are tested and approved by the requisite regulatory bodies, in hospitals, pharmacies and markets. Surveys have shown that patronage of moringa products is increasing by 5 per cent every year with corresponding improvement in health. In 2008, 200,000 Early Adopters of the Moringa leaf powder, mainly pregnant women, children and the elderly, were recorded with 450,000 recorded to date. 10MT of Moringa Leaf Powder worth $200,000.00 were sold or distributed free in 2008 with 30MT in 2009, 50MT in 2010 and 60MT in 2011. Our products are gaining acceptance locally and abroad with orders over 400MT. We are modernizing and expanding our production facilities to meet the increase in demand and diversifying to fortified products among others.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Chemical and synthetic food and vitamin supplements will be done away with the full acceptance of our products. More large scale moringa farms and modern production facilities will be established with strengthened media campaign to give a strong branding for our products. Our Co-operative Finance Institute –COFI- will assist in providing micro-financing solutions for 10 to 500 million moringa trees to be planted over the next 5-20 years. Our fortified food range will be expanded to include pure protein and vitamin extracts for human and animal consumption in addition to the cosmetic sector.
Sustainability

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

Our revenue fishbone is based on incomes from the sale of moringa products through wholesalers/distributors, business to business, institutions and export. Wholesalers/distributors’ contribution constitutes 80-95% of revenue initially with other sectors taking up to 50-60% of projected incomes later. Revenue between USD $1-20 million per year is expected in 2-5 years leading to sustainable earned revenue and an expanded equity base later.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

The market for dietary supplements in the U.S. in 2012 was estimated at $32.5 billion. Whole Foods Market and Golden Neo-Life Diamite International in the US, Meilun Group and Tianshi Group in China, Methodist Church Ghana and Unilever Ghana Limited in Ghana are among the companies dealing in such market in addition to small local ones. Our Moringa products have more bio-available natural nutrients and provide a quick, effective and cheap solution to combat malnutrition than many of the competing products with a superior quality of the raw material base and economies of scale.
Team

Founding Story

With malnutrition running riot in Ghana in the early 2000s, we joined the campaign by various NGOs to get people to take various moringa recipes to solve the problem. Households were assisted to plant and use moringa trees. The Ministry of Health, through our advocacy, embarked on food fortification plans and regenerative health through proper nutrition and exercise. The Ghana Malnutrition Annihilation Program (Ghana MAP) and the Moringa Oleifera Cultivation and Marketing Program (MOCAMP) were initiated which were combined to form the Green Journey program, out of which Moringa Oleifera Farms and Industries Limited, a social enterprise was born to give the vision a balanced hybrid direction.

Team

Management Team (Full Time) - 1. President/Chief Executive Officer - Joseph Brenyah, H.N.D (Ind. Chem.), Dip. (French), AA (Theology), Dip (Ind. Mgt), Dip. (Project Mgt.); 2. Vice-President - Administration and Finance - Robert Morris, B.A., Business Administration, MBA (Finance); 3. Vice-President - Production and Marketing - Ogbonnah Ujor, H.N.D. (Mech. Eng.), Cert. (Int. Mgt), Dip (Plant / Project/Environmental Engineering); 4. Factory Manager -Kwadwo Ofosu, HND (Accountancy), Dip. Business Studies; 5. Quality Control Officer - Cynthia Ofori-Attah Pharm (Hons), Prof Cert. in Software Applications, Cert. (Marketing Mgt), Cert (Strategic Mgt), Post Grad. Dip.(Sales & Marketing); 6. Marketing and Purchasing Officer - Johnson Kusi, B. Com; 7. Accountant/Internal Auditor -Welbeck Nani, CA (Ghana) Chartered Accountant. A Formulation Team of 2 PhD Agricultural Scientists, 2 GP, 2 Pharmacists (One with expertise in plant remedies), 1 Nutritionist, 1 Food Scientist and 1 Social Scientist with the CEO, a naturopath with extensive experience in small scale/rural technologies, oversee the various aspects of the development of our formulations and preparations and are on part time basis. In addition, we have 20 part time Agricultural graduates who supervise the farming operations to ensure good agricultural practices are maintained. 10 volunteers, experienced in good extraction and manufacturing practices, periodically oversee the farm to production stages. Other professional volunteers in sociology, ICT, marketing and various disciplines are available through our NGO network to assist in linking up with our community base organisations and farmers on the ground to maintain an effective chain from the farms to the markets. A five-member Board of Directors of the company representing the for-profit, not-for-profit, women and farmer based organisations and communities is constituted to reflect the shareholding structure and care shall be taken to maintain the hybrid nature of the company.
CO-CREATION IDEA: Please offer a brief description of how you imagine a win-win partnership with Boehringer Ingelheim to better serve unmet needs in health. (Hint: Please mention the underlying business model envisioned that would make such a partnership sustainable.)

Moringa Oleifera Farms and Industries Limited (MOFIL), a hybrid for profit company, has a keen interest in the natural diet supplement market which is a big and complicated one of which Boehringer Ingelheim, being a big pharmaceutical concern, is very conversant with. We will therefore stand to benefit greatly by being led through appropriate product development, manufacturing and marketing backing such with a good raw material base. The natural moringa based food supplement market if well-developed will equally benefit Boehringer with production of new products and distribution channels. A win-win situation will thus be created which will be of great benefit to the two parties and will trickle down to the rural communities we serve.

NEEDS: Based on you response above, please specify which of the following resources, operations or expertise by Boehringer Ingelheim you imagine leveraging to actualize the proposed co-creation opportunity. Please check all that apply. (Hint: while financing is often critical to scale, we are also interested in understanding what other assets or expertise could be leveraged).

Distribution Channels, Research and Development, Specific Disease Expertise, Manufacturing, Legal Support, Technology Expertise, Access to Capital.

EXPLANATION OF NEEDS: Please explain your choices in more detail.

Research and Development are very important for us to develop new products or improve the existing ones for the markets which are beyond our capacity. Our products focus on various diseases of which, we may require expertise and access to more distribution channels. Some barriers to entering the market include economies of scale, patents, proprietary knowledge and specialized technology which favour large companies. With access to manufacturing, legal support, access to capital and technology expertise, we stand to benefit greatly in a win-win relationship with Boehringer Ingelheim.

OFFER: What are the main assets you may contribute in a co-creation partnership with Boehringer Ingelheim that would better serve unmet needs in health?

Access to and established trust with customers/beneficiaries, Insights into marketing, Insights into distribution, Insights into behavior change.

FOCUS AREAS: Which of the following best describes the main focus of your project? (select all that apply)

Improving the affordability of healthcare (e.g., microinsurance, reducing the economic cost of care), Holistic solutions that work across the entire care continuum (including education, prevention, detection, treatment, management, follow-up), Models that engage other industry players (e.g., nutrition, athletic, mobility organizations)., Remote care solutions for health management, treatment, and diagnosis, Packaging of health products and services to address needs currently unmet.

SECONDARY ENTRY FORM
Please share what your organisation and Boehringer Ingelheim will Co-Create together
Please specify what your Co-Creation will result in:

If you selected "other" above, please explain:
Please provide a 1-2 sentence summary of your Co-Creation idea
How does this project link to the core mission of your organisation?
Beyond social impact, how does this project link to Boehringer Ingelheim’s core business?
What are the specific inputs and actions that each side will contribute to this Co-Creation idea based on each of your unique competencies and experiences?
Please describe the potential revenue model for this Co-Creation idea.
What possible risks or challenges do you foresee?
Is there anything else you would like to share about your Co-Creation idea?
How much input do you hope to receive from Boehringer Ingelheim?

If you selected "other" above, please explain:
Besides Boehringer Ingelheim, what other types of partners might be valuable to carrying out your Co-Creation idea, and why?