Mrs Maame Efua Houadjeto, Chief Executive Officer of the GTA, said February was significant for the tourism sector as it was traditionally used to celebrate, showcase and promote love, culture and chocolate, adding that this year’s focus extended beyond finished products to the entire cocoa value chain.
She made the remarks during an educational tour of Fairafric, an organic fair-trade chocolate producing company at Suhum in the Eastern Region, as part of activities marking National Chocolate Month.
Mrs Houadjeto said the tour was aimed at highlighting Ghana’s cocoa value chain.
“February is a very important month for us, because it is when we celebrate, and showcase chocolate as a symbol of love,” she said.

Mrs. Houadjeto explained that unlike previous years, when attention was mainly on finished products, the Authority had decided to focus on the entire value chain.
“This time around, we just do not want to focus on the end product. We want to follow the whole value chain,” she said.

Mrs Houadjeto said the team, made up of officials of the GTA and learners from a private schools association, selected Fairafric because of its direct engagement with cocoa farmers and support for farming communities.
She said the visit enabled participants to observe cocoa farms and the various stages of processing, and to experience the production process from farm to factory.

Mrs Houadjeto said involving learners was deliberate to help them understand and appreciate local products and promote them among their peers.
“GTA’s aim is to promote made-in-Ghana products, and Fairafric Chocolate is also a made-in-Ghana product,” she said.

Mr Gilbert Abeku Aggrey, Deputy Chief Executive Officer in charge of Marketing and Special Duties, said cocoa was Ghana’s second highest contributor to Gross Domestic Product (GDP) but was largely exported, with low local consumption.
He said the National Chocolate Month initiative sought to create awareness and encourage the consumption of cocoa-based products.
“So, this is part of the initiative of the GTA to create awareness. And as you can see, we have had celebrities, influencers, media people, all promoting the consumption of cocoa-based products, not only chocolate,” he said.

Mr. Aggrey said the exposure of learners to the cocoa value chain was taking place for the first time and urged Ghanaians to patronise locally produced cocoa products, particularly during February.
“As ambassadors and promoters of tourism, we want Ghanaians to patronize made-in-Ghana products, especially cocoa-based products in this month of cocoa and love,” he added.