TA helps meet GIP investment criteria
Eden Tree is a leading producer and distributor of high-end fresh vegetables, fruits, herbs and juices in Ghana. The company sources its products directly from smallholder farmers in Ghana and is involved in the entire value chain, from primary production to delivering to retailers. Eden Tree has accreditation from HACCP, Green Label and Ghana Food and Drug Authority.
Increasing turnover to raise capital
In 2023, Eden Tree was looking to raise a round of capital from Growth Investment Partners (GIP) – British International Investment’s pioneering investment platform in Ghana – but needed to first meet annual turnover targets to be eligible. The company identified several opportunities to expand its outreach and build a larger customer base by adding new revenue streams.
Tailored pre-investment support
GhISP, through the Inclusive Business Advisory Programme (formerly, Last Mile Distribution Programme), provided technical assistance to support Eden Tree to develop and execute a retail expansion strategy, with the specific objectives of:
· Growing its channel for small retail stores
· Piloting a new channel through street vendors
· Developing and expanding online presence
The specialised support included activities to better understand potential customer segments; establish the appropriate offering, pricing and payment structures; and develop a sales agent network and marketing strategy to the potential revenue channels. Additionally, GhISP’s strategic advisory highlighted the importance of succession planning to ensure long-term sustainability.
Strategy, pilot…and capital in sight
Eden Tree was able to successfully implement the retail expansion strategy in-house, and piloted new retail stores and a sales agent network to increase overall turnover. Within a year of the technical assistance, Eden Tree surpassed the GIP revenue target and exceeded its retail expansion goal, significantly boosting its visibility and positioning for investment. Now, Eden Tree is finalising its succession plan and actively engaging potential equity partners in anticipation of GIP’s potential investment.
