Moringa Oleifera Farms and Industries Limited (MOFIL)

Competition Finalist

This entry has been selected as a finalist in the
Leveraging Business for Social Change: Building the Field of Social Business competition.

Moringa Oleifera Farms and Industries Limited (MOFIL) is a hybrid for profit social enterprise with an overall aim of creating a natural green abundant health and nutritional living with high quality but competitively priced Moringa Oleifera nutritional supplements and fortified foods that give health and nutritional advantage to our customers.

About You

Organization: Moringa Oleifera Farms and Industries Limited Visit websitemore ↓↑ hide↑ hide

Section 1: About You

First Name

JOSEPH

Last Name

BRENYAH

Country

Ghana, EA

Section 2: About Your Organization

Is your initiative connected to an established organization?

Yes

Organization Name

Moringa Oleifera Farms and Industries Limited

Organization Website

Organization Phone

234-24-3301075, 234-28-8217284, 234-28-9524884

Organization Address

12 Kwaekese Road, opposite Forestry Department, Donkorkrom, E/R, MD P.M.B. 3, Madina, Accra

Organization Country

Ghana, EA

Is your organization a

For‐profit

How long has this organization been operating?

1‐5 years

Your idea

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Name Your Project

Moringa Oleifera Farms and Industries Limited (MOFIL)

Describe your Social Enterprise

Moringa Oleifera Farms and Industries Limited (MOFIL) is a hybrid for profit social enterprise with an overall aim of creating a natural green abundant health and nutritional living with high quality but competitively priced Moringa Oleifera nutritional supplements and fortified foods that give health and nutritional advantage to our customers.

Country your work focuses on

Ghana, EA

Innovation

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What makes your innovation unique?

MOFIL was created to provide effective means to combat malnutrition which is endemic in our society. Our innovative approach is in our 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. With the entire community involved in production of raw materials, marketing and usage of the moringa nutritional supplements and fortified food products, immense benefits comes to all in the community. Our operations ensure an all-inclusive participation with the communities from the farms to the industries, backed by high standards of production. 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. Our products have Moringa as the main base or source which is power packed with essential bio-available nutrients for the complete upkeep of the body than many commercial and natural products in the market, making them desirable and preferable. Our strong market oriented but community involved approach, termed the Green Journey, has other programs under it like Moringa Oleifera Cultivation and Marketing Program (MOCAMP) which provides free agricultural consultancy and training to the farmers and Ghana Malnutrition Annihilation Program (Ghana MAP) which spearheads a powerful media and community campaign to get people enlightened to choose our appropriate but cheap local solution to combat malnutrition. New products are being developed which will blaze remarkable trails in renewable energy, water/sanitation and other sectors.

Do you have a patent for this idea?

Yes

Impact

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Tell us about the social impact of your innovation. Please include both numbers and stories as evidence of this impact

Until 2007, there were no commercial Moringa plantations in Ghana. As MOCAMP came on the scene, Moringa growing belts covering 100,000 acres have been established in five regions in Ghana, with 300,000 farmers of which 250,000 are women. Through our free Agricultural consultancy, 100,000 vegetable farmers have started using moringa leaf extract which increased their agricultural yields resulting in a corresponding increase of about 300% in their incomes. 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. In 2008, 200,000 Early Adopters of the Moringa leaf powder, who were mainly pregnant women, children and the elderly, were recorded and to date 450,000 of such people have been recorded. 10MT of Moringa Leaf Powder or 200,000 units of 50g worth $200,000.00 were sold or distributed free in 2008 and the same quantity in 2009. 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. We joined the food fortification campaign of the Ministry of Health using moringa to fortify some major staples like maize, cassava and vegetable oil. Between 2008 and 2009, 2MT of fortified foods worth $100,000 were produced experimentally and distributed free to NGOs and needy communities. As our products are gaining acceptance and people are resorting to fortified foods and food supplements, we are modernising and expanding our production facilities to meet the corresponding increase in demand. The tendency to resort to chemical and synthetic food and vitamin supplements will be done away with soon as our natural moringa supplements and fortified foods become available easily.

Problem: Describe the primary problem(s) that your innovation is addressing

With malnutrition very rife in Ghana as a result of the intake of nutrient deficient traditional diets by the populace, the Government found the need to campaign for food fortification and usage of food supplements especially with micronutrients like iron, zinc, Vitamin A and iodine. Unfortunately, it has been found that many of these mineral or chemical additives are expensive and also not bio-available thereby denying the body of the full benefits needed. Imported, cheap, synthetic and chemical food supplements which are available are also not very effective against malnutrition and are at times dangerous to human health as depicted in some recent studies. In the same vein, imported natural and organic food supplements available are highly differentiated, expensive and not within the reach of the general populace. The need for a local alternative with desirable qualities was therefore imperative. Fortunately, moringa fulfilled this. But the absence of an abundant raw material base and lack of the requisite technological know-how resulted in many local moringa products being slightly expensive, poor in quality and at times adulterated which led to rejection. Many small scale industries do not have direct links with the local farmers and are therefore not able to get their raw materials at appreciable rates based on large economies of scale to be able to operate profitably in addition to lack of effective local marketing links.

Actions: Describe the steps that you are taking to make your innovation a success. Include a description of the business model. What might prevent that success?

Under the Green Journey, MOFIL has four main sectors: Farms belonging to various community based organizations, Agricultural consultancy under MOCAMP and directed by Christian Volunteer Service International (CVSI) and MOFIL, direct production by MOFIL and marketing/certification under Ghana MAP directed by CVSI but involving the entire community.
We are moving on for success through:
- Establishment of large scale moringa farms in various parts of the country and elsewhere to provide cheap and abundant source of raw material for intensive production.
- Establishment of modern production facilities worth $2,500,000 to produce our MOFF® brand of Moringa Nutritional Supplements and Fortified Foods over the next three to four years.
- Strengthened Ghana MAP media campaign to give a strong corporate and product branding for our Moringa products.
- Development of new Moringa products and services for our customers’ satisfaction.
- Raising $10 to $100 million for our Co-operative Finance Institute –COFI- to provide micro-financing solutions for our community and farmer based associations to plant 10 to 500 million moringa trees in Ghana and other parts of Africa to sustain the project over the next 5-20 years.
- In spite of these, we need to ensure the marketability and increased usage of our products, with tangible results following which calls for large economies of scale and modern production machinery backed by a strong media campaign to enable us to offer cheap well accepted quality branded products to compete effectively with imported food supplements. We may have serious managerial and organizational problems on account of the large number of unskilled partners and associates including farmers and need therefore to undertake more training sessions for this large group.

Results: Describe the expected results of these actions 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 be subjected to 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. The waste from our operations will be used for our renewable energy program to produce biofuels and biogas. 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. Commercial production of biofuels and biogas which may be put under another company to be established. 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.

How many people will your project serve annually?

More than 10,000

What is the average monthly household income in your target community, in US Dollars?

Less than $50

Does your innovation seek to have an impact on public policy?

Yes

If your innovation seeks to impact public policy, how?

The ugly trend of malnutrition in Ghana needs to be stemmed. MOFIL has a well defined focus to ensure that such is eradicated from the country through the consumption of fortified foods. Fortunately, the present Government, like the predecessor, has reiterated her resolve to get the populace to take fortified food products with the Ministry of Health embarking on food fortification plans and regenerative health through proper nutrition and exercise. But the zeal with which the program was undertaken in time past is going down. It is intended therefore that MOFIL through the Ghana MAP campaign and in concert with other NGOs will advocate strongly for appropriate legislation and enforcement to be made to ensure that food producers comply. We are equally interested in the use of proper materials for the fortification and supplementation program which we will highlight having in mind our motto: Better Nutrition, Better Health.

Sustainability

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What stage is your Social Enterprise in?

Operating for 1‐5 years

Does your organization have a board of directors or an advisory board?

Yes

Does your organization have a non monetary partnerships with NGOs?

Yes

Does your organization have a non monetary partnerships with businesses?

Yes

Does your organization have a non monetary partnerships with government?

Yes

Please tell us more about how partnerships could be critical to the success of your Social Enterprise

Moringa Oleifera Farms and Industries Limited (MOFIL) was established as a hybrid for profit social enterprise and is presently owned by Christian Volunteer Service International, African Women Initiatives for Development and Empowerment, Joe-Bren Enterprises, Benji Armah Enterprise, Moringa Farmers and Community Based Associations. In addition to that, we have partnership with other non-governmental, farmer, faith and community based organizations. The inclusion of these organizations in our operations helped to overcome the limitations imposed on both the not-for profit and for profit 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 helps 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 public health agencies and quality regulatory bodies like the Ghana Standards Board and Food and Drugs Board 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.

We would like to learn more about how your initiative is financially supported. Please explain your business plan/revenue model

Our revenue fishbone has a cash flow based on incomes from the sale of moringa food supplements and fortified foods through community and faith based organizations, who act as wholesalers, distributors and retailers, business to business (local and foreign pharmaceutical and nutritional firms) and institutional clients like the Ministry of Health, National School Feeding Program, UNHCR, WHO and the World Food Program. The contribution from the wholesalers/distributors and retailers constitute more than 80-95% of revenue initially but the other processes will take up to 50-60% of projected incomes later. We provide free agricultural consultancy and assistance to the farmers under our combined Green Journey program. MOFIL is a hybrid for profit company and is initially supported by a combination of grants (18%), equity (37%) and loans (45%) which will give way fully to earned revenue from our operations and an expanded equity base in the next two to five years.

The Story

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What was the defining moment that led you to this innovation?

Malnutrition is a big problem to the developing world and Ghana is no exception. To help solve this, Christian Volunteer Service International (CVSI) joined the campaign by various NGOs to get people to take soya bean and moringa recipes to solve the problem. We undertook moringa tree planting and usage programs in various communities in Southern Ghana from 2004 to 2007. It was discovered that many people were reluctant to prepare soya and moringa products themselves and use same in the preparation of household meals. Many preferred already packaged products of these plants. This led us 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 other benefits to the body. In 2007, Joe-Bren Enterprises in conjunction with CVSI entered a business plan for Moringa Oleifera Farms and Industries Limited (MOFIL) under the Technoserve/Google Believe-Begin-Become Ghana National Business Plan Competition and was among the ten finalists. With a grant of $20,000 in business support services, we moved on to register the social enterprise in January 2008 and begun full operations as a hybrid company.

Tell us about the person—the social innovator—behind this idea.

Pastor Joseph Brenyah has been credited with a lot of social innovation. He is a versatile industrial chemist, a naturopath, an experienced administrator, clergyman and social entrepreneur. Between 1990 and 1998, he established Brenlab International Limited in Nigeria and developed blueprints for 3,000 small scale ventures of relevance to indigenous communities. He wrote for the weekly Business Concord magazine of Nigeria for five years under the Small Scale Technology column and helped to establish many small scale ventures there. 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. Many for profit and not-for profit organizations/social ventures have been formed under his direction for effective social impact. 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. Other recent programs he initiated include 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, 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 and Moringa Oleifera Cultivation and Marketing Program (MOCAMP), to assist in rural agricultural development and industrialization which had been combined to form the Green Journey.

How did you first hear about Changemakers?

Personal contact at Changemakers

If through another source, please provide the information

194 weeks ago JOSEPH BRENYAH said: • Getting finance from the traditional banks for social business is quite difficult especially if such business is composed of an ... about this Competition Entry. - read more >
197 weeks ago Violeta Bendersky said: Dear JOSEPH BRENYAH, According to your experience what are the main barriers or challenges so that social business model can ... about this Competition Entry. - read more >
201 weeks ago JOSEPH BRENYAH updated this Competition Entry.
201 weeks ago JOSEPH BRENYAH updated this Competition Entry.
201 weeks ago JOSEPH BRENYAH submitted this idea.