Success Story: For Cocoa Marketing "Knowledge is better than Silver and Gold"

Mr. Alfred Kollie is a member of a newly formed Ngee-tom-ba Farmers’ Association based in Kolahun District in Lofa County, Liberia. Like many farmers in the area, Mr. Kollie had limited access to market information.

According to government policy, farmers may not sell cocoa directly to exporters; instead they sell to licensed buying agents or cooperatives who serve as intermediaries. Mr. Kollie and his fellow association members sell their cocoa to a nearby cooperative.

Through participation in the LIFE Program, Mr. Kollie and his association learned more about cocoa marketing and pricing. He reports that he has learned a lot of new information as a result of “the sensitization, awareness and technical training provided to us by ACDI/VOCA field staff and specialists – coupled with their dissemination of information on cocoa buyers and current prices on local and international markets.” They realized that it was possible for them to receive a better price for their cocoa and approached representatives from the cooperative to discuss their ideas.

Based on the information they had, the farmers proposed the cooperative offer them a minimum price of $1.25 per kilogram. At first, the cooperative representatives did not think it was possible to offer this price. However, the farmers presented the cooperative with a list of cocoa exporters and information on pricing for bulk sales which they used as a basis for negotiations. Ultimately, the representatives agreed to meet the requested price.

“Due to our awareness of this key information, the cooperative representatives agreed to buy our cocoa at the price we requested. They even later reported that the cocoa bought from our association was the best quality cocoa they had bought all year,” said Mr. Kollie. He continues, “Well, I believe that we are slowly gaining status as a result of [the] training and awareness creation. Knowledge is better than silver and gold.”

WCF thanks ACDI/VOCA for contributing this story.

Read about Livelihood Improvement For Farming Enterprises Program - Liberia