Importance of Alignment Behind a Single Cocoa Industry Development Vision that Includes Certification

As Liberia considers opportunities to improve its positioning vis-à-vis premium cocoa markets, a mainstreamed and common industry development approach that includes certification is one important recommendation. This can be done by aligning resources behind a common vision, developing a certification regime, and promoting a common message.

A shared industry development vision enables stakeholders from all parts of the sector – including government, private sector, and donors/programs – to align their resources in ways that support and propel broader industry growth and development goals – such as attracting a larger proportion of overall cocoa sales from premium buyers In the absence of a unified and codified vision, stakeholders acting in isolation will find it difficult to achieve goals, such as completing certification, that unlock premium markets. They may even work in ways that are counterproductive or contradictory, such as offering a range of farmer trainings that at times promote organic certification and promote agro-chemical use – as has happened in Liberia.

There is currently no certification regime in Liberia, even though some development programs have worked with exporters and producer groups to establish certification. Yet, certification – alongside quality and story – is important to unlocking premium market opportunities. Buyers are willing to pay premiums for fine flavor, high-quality, single origin, responsibly sourced, and organic cocoa. Premium markets are not bound by the commodity pricing of bulk markets and are typically far more lucrative. However, their markets require assurances – offered through certification as well as other traceability and transparency systems – of these unique attributes. While several certification options exist, organic certification offers the most promise in European and American markets.

In terms of a single certification regime, Liberia can learn from other contexts, including Ecuador, the third largest cocoa exporter in the world. Ecuador has created policies to establish a national sense of pride in cocoa production. This has led to significant community involvement. It also contributes to the future of the cocoa sector by keeping young people interested in cocoa production. There are ongoing policies, initiatives, and incentives to maintain and improve cocoa production in line with fine flavor demands. Liberia could benefit from emulating this as a country working to improve the operations of its cocoa industry.

In terms of uptake from government – it is mainly about supporting the process – having it accounted for and promoted in the regulations.  In the early stages, government should be facilitating certification instead of placing barriers. Working in concert can help government and stakeholders in facilitating access, network, supporting functions, as well as championing the common, unified messaging and brand. A vision is a good starting place and must be followed by action.

Atlantic Cocoa Export and Processing Company recently achieved organic certification and several other companies are expected to complete organic certification in Liberia in 2022. This is great news for Liberia’s cocoa sector. Further, GROW continues to support farmers and buyers as they prepare for organic certification and contribute to Liberia’s high cocoa quality export aspirations. However, broad, inclusive industry growth and development necessitates many more certified companies and farmers – which requires a consistent industry-wide vision backed by public, private, and donor resources working in concert.

During the launching of the Roadmap to a Sustainable Cocoa Sector in Liberia (2021-2026) in October, Honorable Minister Jeanine Cooper highlighted the need to speak favorably about Liberia’s offer and to be consistent in Liberia’s branding and messaging. A shared industry development vision that includes a common approach to certification would support this effort. So too would a consistent message highlighting Liberia as a strong and valued source of high quality and uniquely flavored cocoa, championed by all stakeholders.

About GROW Liberia

GROW is an agribusiness and investment advisory agency that partners with businesses, investors, associations and government agencies to accelerate inclusive economic returns within high-growth industries in Liberia.