The Minister of Business Development, Dr Ibrahim Mohammed Awal, has urged breweries operating in the country to purchase their raw materials from local sources to help empower farmers.
This, he said, would be a cheaper alternative compared to importing from external sources.
It will also boost the country agricultural output and provide farmers with the opportunity to produce more and expand their operations.
The minister made the call when he launched a new loyalty promotion from Guinness Ghana Breweries Limited (GGBl) Plc, last Friday in Accra.
He underscored the need for the beverage companies to support efforts of the government to increase the production of agricultural produce.
While commending Guinness Ghana for sourcing some of its raw materials locally, he said there was a need to work towards sourcing 100 per cent of its raw materials locally.
The loyalty promotion : 'Yɛn Nyin Mbom' which means ‘let’s grow together, is expected to help reward customers with outstanding sales performance and innovative ways that ensure products reach consumers.
The promotion, which is designed to run between July and December this year, is to target GGB Plc's key wholesalers, retailers and distributors across the country.
The minister observed that the promotion was in line with government's commitment to create the enabling environment for the private sector to grow.
"For us as government, all that we can do is to create the space for the private sector to expand and create more jobs."
Giving back to customers
The Finance Director of GGB Plc, Ms Teye Mkushi, noted that the loyalty promotion was a unique way to give back to customers and to add value to their business since they were a key part of the company’s growth and sustainability plans.
“At Guinness, we believe in creating value for all our stakeholders and we are happy to introduce this promo to support our customers who ensure that our products reach the market and consumers every day.
"The best performing customer and overall winner will get a brand new mini-truck while other prizes for the top performers will include cash prizes of up to GH¢10,000 every quarter, free DSTV subscriptions, television sets and freezers, a bar make-over for the tier one top performer and percentage volume increments, she said.
The Commercial Director of GGB Plc, Mr Obinna Anyalebechi, said customers of GGB Plc deserve the best for their loyalty and support to the Guinness brand.
"We are happy to be delivering a loyalty programme that will boost their profits as a result of stocking our products.
Their growth is our priority and we encourage all of them to be part of 'Yɛn Nyim Mbom' so we can grow together.
"The 'Yɛn Nyim Mbom' loyalty programme will run from July to December, 2019," he said.