The Development and Promotion of Sweet Potato Yoghurt in Ghana

Abstract

This paper analyzes how a newly developed food product (potagurt) with nutritional andhealth benefits can be promoted in Ghana. We employ the hedonic modeling and contingent valuationmethods to estimate monetary values attached to the product’s attributes using 400 consumers inthe Ashanti, Eastern, and Greater Accra regions of Ghana. The findings reveal that consumers havepositive perceptions on the health and nutritional benefits of the product. Buyers place a higher valueon potagurt relative to normal yogurt. The high value attached to potagurt is mainly linked to thehealth, nutritional, food safety, and quality attributes of the product, as well as perception. Consumers’socioeconomic factors such as income, educational, and awareness levels also play a significant rolein explaining their choice of the product. The practical implication is that the development andpromotion of potagurt could stimulate sustainable economic development through better consumerhealth and improvement in the livelihoods of many players in the sweet potato value chain, especiallythe producers of potagurt and sweet potato farmers. We conclude that the promotion of the innovativefood product could contribute to sustainable production and consumption of sweet potatoes.