The car park of The Multimedia Group Limited (MGL) was transformed into a bustling hub of commerce and festive cheer this weekend, as the maiden 2-day Christmas Egg Market exceeded all expectations, clearing thousands of crates of eggs and entire flocks of poultry at lightning speed.

The event, organised to provide a direct link between farmers and consumers, drew a massive turnout from the public, with many arriving as early as 7:00 a.m. on the final day to secure affordable poultry products ahead of the peak Christmas season.

Jointly organised by MGL and the Greater Accra Poultry Farmers Association (GAPFA), the initiative aimed to address the persistent egg glut confronting local poultry farmers while offering consumers affordable access to eggs and poultry products.

What was planned as a steady two-day sale turned into a high-octane scramble for stock.

By the midpoint of the first day, several major poultry farms reported that their initial supplies had been completely exhausted, forcing them to call for emergency replenishments from their warehouses.

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At the end of the two-day market, several truckloads of eggs had been sold, bringing relief to many farmers who feared their products would be stuck in storage.

• Volume Sold: Over 2,000 crates of eggs were sold within the first six hours of operation on the first day, with several multiples recorded at the end of the period.
• The "Bird" Rush: Live chickens were snapped up so quickly that some farmers ran out of stock.
• Pricing Relief: With eggs retailing at significantly lower prices than traditional open markets—saving consumers up to half of the market price—the economic incentive was undeniable.

The atmosphere was one of mutual satisfaction. For the farmers, the market eliminated the middleman hurdle, allowing them to move large volumes of perishable stock rapidly while maintaining healthy profit margins.

Speaking to Myjoyonline.com, a veterinary technician with GAPFA, Felicia Antwi, who supported KNS Farm, was elated about the high volume of sales.

She noted that sales were particularly brisk in the morning, with buyers trooping in to stock up, although patronage slowed slightly in the afternoon. Despite this, she described overall sales as “massive".

“This is the fastest I have ever sold out a flock,” said one of the vendors. “Usually, we spend weeks trying to move this volume to wholesalers. Here, the customers are ready, and the cash flow is instant. It’s a win for the local farmer.”

Consumers were equally enthusiastic, though many expressed a pleasant frustration at how quickly the goods were disappearing.

“I came all the way from Kasoa because I heard the prices were unbeatable,” Auntie Beatrice, a regular Joy FM listener, shared. “The quality is fresh, and the savings are real. My only complaint is that the market is too short! We need this to be extended by at least three more days.”

As the sun set on the second day, a common refrain echoed through the stalls: "Don't stop now."

A number of patrons who missed out on the morning rush, along with satisfied early birds, have petitioned The Multimedia Group and the poultry farmers to extend the duration of the market.

Social media platforms were awash with requests for the event to become a regular fixture, rather than just an annual Christmas special.

Proponents argue that such "Pop-Up Farmer Markets" are essential in the fight against food inflation, providing a buffer for the average Ghanaian household.

The success of the Egg Market underscores The Multimedia Group’s commitment to community-centred projects and social impact.

By leveraging its massive airwaves, the subsidiaries effectively mobilised a purchasing army that provided immediate relief to both producers and consumers.

Head of Marketing and Sales at The Multimedia Group Limited, David Max-Fugar, said the initiative underscores the company’s commitment to improving food accessibility for Ghanaians, particularly during the festive period.

“This is our way of giving back to our audience,” he stated. “We know the economy is tough, and if we can help a family have a better Christmas meal by providing affordable eggs, then our mission is accomplished.”