Researchers, scientists and food technologists have joined efforts to commercialise orange fleshed crops on the market.

New crop varieties in Cassava, maize and potato have been developed with pro-Vitamin A induced beta-carotene, by the Crop Research Institute.

This is to address the high incidence of Vitamin A deficiency in Ghana, a worry to food and health professionals.

The production, utilisation and consumption of Yellow-flesh cassava, yellow maize and orange-fleshed sweet potatoes are therefore being promoted.

The international Potato Centre together with KNUST food science department, University of Ghana Biological Sciences and the Crops Research Institute organised the Mini Nutritious Food Fair at Adum in Kumasi.

The fair which aims at building livelihoods on bio-fortified staples brought together school pupils, traders and individuals and engaged them on how to commercialise the staples.

Dr. Edward Carey, the regional Sweet Potato Breeder at the International Potato Centre, says, “When you make noise about something and show people that they can make money from it, they get interested but it requires a continuous effort.”

According to him, the group have been taking a short-gun approach to commercialise the product but believes a sophisticated approach in targeting the market is critical to succeed.

Dr. Carey explains, “Because we have made enough noise about it, there are a lot of demands for planting materials so people who are engaged in the production of planting materials are convinced they have a market, and are making money.”

The scientists is now focusing on a diversified market with a clear and more strategic approach to create awareness and advertise to get the message out to ensure that the markets are there.

Professor Matilda Steiner-Asiedu, Dean of School of Biological Sciences at the University of Ghana, says promotion can effectively and sustainably reduce vitamin A deficiency at the community level, and contribute to improved public health.

 “We must know much about our market, and its segmentations who we are really targeting, whether they are higher, lower consumer or general consumers”.

The commercialisation project is being supported by GIZ, Harvest Plus and International Institute of Tropical Agriculture (IITA).