Green Journey: Creating Beneficial Shared Value in Rural and Urban Communities.

Green Journey provides a suitable nutritional option for humans, livestock and the soil. It also improves environmental and water quality

Photo of Joseph Brenyah
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Written by

I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name

Moringa Oleifera Farms and Industries Limited

Year founded

2008

Initiative stage

  • Growth (the pilot has already launched and is starting to expand)

Annual budget in 2017 (USD)

  • $100k - $250k

Number of beneficiaries impacted so far

  • 10,000 - 50,000

Organization type

  • Social enterprise

Secondary Focus Area

  • Water
  • Rural development

Headquarters location: Country

  • Ghana

Headquarters location: City

Accra

Location(s) of impact

Ghana: Accra, Fise, Nokoyedzen, Donkorkrom, Aveyime, Ave-Dapka, Kumasi, Ejura, Tepa, Ntotroso, Walewale, Tolon;
Togo: Lome;
Nigeria: Aba, Umuahia.

Website

https://moringaindustries.com

Facebook URL

https://www.facebook.com/joseph.brenyah

Twitter URL

https://twitter.com/GREENJOURNEY20

Problem: What problem is this initiative trying to address?

Malnutrition and obesity is rife in Ghana and the world in general as a result of consumption of nutrient deficient diets lacking in micronutrients like iron, zinc, Vitamin A, iodine and antioxidants. Unsustainable agricultural practices, excessive use of chemical inputs and less of suitable natural agrochemicals are unfriendly to the environment resulting in alarming soil fertility loss which militate against efforts to improve food security and availability of nutritious food necessary for optimal health.

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

We develop, produce and market Moringa Oleifera nutritional supplements and fortified foods to fight malnutrition and ensure intake of balanced diets for optimal growth. With our innovative hybrid value-added chain that involves entire communities in all aspects, we create and share value. Moringa which constitutes the main base of our products is nutrient rich and combats malnutrition cheaply and effectively in a short time. We back this with a strong campaign to get people enlightened to choose this appropriate and cheap solution. Moringa helps also in fertilizing soils, giving balanced food chains and many skin care solutions. Kofi Koi Agricultural Co-operative Society, a predominately women group, was assisted with moringa leaf foliar sprays and improved vegetable seedlings in addition to an improvised drip irrigation system. Yields as high as four times the normal were recorded by them resulting in greater income. A vibrant livestock sector has been established for Muyo Farms.

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

With no commercial Moringa plantations in Ghana by 2007, we helped establish over 10,000 acres of Moringa growing belts. Through our free Agricultural consultancy, 20,000 vegetable farmers have been reached directly and 100,000 farmers indirectly who started using moringa leaf extract resulting in increased incomes over 300%. In 2008, 200,000 Early Adopters of the Moringa leaf powder were recorded. 10MT of Moringa Leaf Powder or 200,000 units of 50g were distributed free in 2008 and 2009. Remarkable testimonials and acceptance is resulting in market orders. With our moringa fortified cocoa products, some companies willing to add our moringa powder to their chocolate products and sweets are negotiating the first major order on business to business (B2B) level locally with negotiations for export orders to Europe being handled. We are also undertaking organic certification process for the various farms and industries to enable us start operations fully on commercial basis.

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

Our revenue fishbone has a cash flow based on incomes from the sale of moringa food supplements and fortified foods through community and faith based organizations, who act as wholesalers, distributors and retailers, business to business (local and foreign nutritional firms) and institutional clients like the Ministry of Health, WHO and the World Food Program. The contribution from the wholesalers/distributors and retailers constitute more than 80-95% of revenue initially but the other processes will take up to 50-60% of projected incomes later. MOFIL is initially supported by a combination of grants (18%), equity (37%) and loans (45%) which will give way fully to earned revenue from our operations and an expanded equity base in the next two to five years.

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

Our innovation is in our system, operations and products. Our hybrid value-added chain involving entire communities in production, marketing and usage of the moringa nutritional supplements and products bring immense benefits to all backed by a free agricultural consultancy. Moringa, the main base of our products, is power packed with essential bio-available nutrients for complete upkeep of the body than many products in the market with the environment and the soil equally benefiting.

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

Malnutrition is a big problem to the developing world and to help solve this, Christian Volunteer Service International (CVSI) joined the campaign by various NGOs to undertake moringa tree planting and usage programs in Ghana from 2004 to 2007. After an intensive research and backed by success stories of moringa usage in many countries, we decided to go into the commercial production of moringa products after weighing the advantage in terms of ease of planting, yield and production in addition to other benefits to the body and the environment. In 2007, we entered a business plan for Moringa Oleifera Farms and Industries Limited (MOFIL) under the Technoserve/Google Believe-Begin-Become Ghana National Business Plan Competition and were among the ten finalists. We registered the social enterprise in January 2008 with the Green Journey program to assist in rural agricultural development6717

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Ashoka page or contact

Evaluation results

3 evaluations so far

1. Overall evaluation

5 - This idea rocked my world. It’s awesome! - 0%

4 - This idea seems really exciting. With a little more polishing, it’d be among my favorites. - 33.3%

3 - I think the idea is great, but it needs some work before it moves onto the next round. - 33.3%

2 - I liked it fine but preferred others. - 33.3%

1 - It didn’t make my heart beat faster. Needs significant revisions. - 0%

2. Innovation

5 - Absolutely, 100%! - 0%

4 - I feel really good about this - very promising - 33.3%

3 - This has some good elements and some areas for development - 33.3%

2 - This doesn’t inspire me so much - 33.3%

1 - This entry is weak here - 0%

3. Social and/or Environmental Impact

5 - Absolutely, 100%! - 33.3%

4 - I feel really good about this - very promising - 33.3%

3 - This has some good elements and some areas for development - 0%

2 - This doesn’t inspire me so much - 33.3%

1 - This entry is weak here - 0%

4. Financial sustainability

5 - Absolutely, 100%! - 0%

4 - I feel really good about this - very promising - 100%

3 - This has some good elements and some areas for development - 0%

2 - This doesn’t inspire me so much - 100%

1 - This entry is weak here - 100%

Nothing stands out! I thought it was great. - 0%

5. Potential to Scale / Replicability

5 - Absolutely, 100%! - 0%

4 - I feel really good about this - very promising - 66.7%

3 - This has some good elements and some areas for development - 0%

2 - This doesn’t inspire me so much - 33.3%

1 - This entry is weak here - 0%

6. Organizational Leadership

5 - Absolutely, 100%! - 0%

4 - I feel really good about this - very promising - 0%

3 - This has some good elements and some areas for development - 33.3%

2 - This doesn’t inspire me so much - 33.3%

1 - This entry is weak here - 33.3%

7. Potential for Creating Shared Value

5 - Absolutely, 100%! - 0%

4 - I feel really good about this - very promising - 33.3%

3 - This has some good elements and some areas for development - 33.3%

2 - This doesn’t inspire me so much - 33.3%

1 - This entry is weak here - 0%

2 comments

Join the conversation:

Comment
Photo of Marco A.

Hi Joseph,

I took some time to review your application, and loved your usage of the Moringa plant to fight both nutrition related issues and soil nutrient depletion! Does the Moringa plant grow naturally in Ghana? If so, that's an excellent usage of natural resources to address local community needs! I was also impressed with how many acres you've been able to farm to help thousands of Ghana farmers. However, I am not entirely sure I understood MOFIL's intervention? What activities do you undertake to have such a significant impact?I{m also a little unclear about the financial underpinnings of the project. Are your beneficiaries also investors? Do they take out loans?

Overall, this looks very promising! I am so impressed with the impact you've had in Ghana, helping 20,000 farmers! The picture give a great idea of the project on field, as well! Keep up the good work!

Photo of Joseph

The Moringa plant especially the oleifera species, grows naturally in Ghana and many parts of the West African sub-region. Other species equally thrive in Eastern and Southern African sub-regions. The leaves of Moringa have been used in making sauces by some tribes in Ghana, Togo, Senegal and other parts of the sub-region in addition to feeding livestock and other uses. Backed by recent research as to their great nutrient content, moringa leaves have been used by many programs to fight malnutrition and its associated problems in Ghana and Senegal. We joined other NGOs to promote the usage of this plant and to make it more worthwhile, we formed MOFIL, as a hybrid company, to get moringa products on a profitable commercial nature to benefit the communities and the entire stakeholders along the value chain. The joint co-operation of various not for profit, for profit and community based organisations in the venture has produced results which no single entity could have done. We backed our outreaches with a strong media campaign and for some time we were also supported by favourable governmental policies and campaigns too. We take time to ensure that a well-established value chain is established to strengthen our undertaking. Because MOFIL is a for profit entity, our investors are well protected and the various network of farmers and processors equally get their due share. MOFIL plays a great role in getting quality standards maintained and proper channels of marketing laid out. Financial assistance in the form of loans and other incentives are given at various levels through various financial institutions. We are pushing forward with getting the various farms and operations organic certified so that our marketing outreach in the USA and Europe will be enhanced. Our frontiers will be equally expanded as we get into the production of biofuels, organic fertilizers, cosmetic products, water purification tablets and fortified food products. Thank you for taking time to interact with us and we wish you well in your endeavours.