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Ghanaian cosmetic firm to leverage AfCFTA opportunities

BY: Maclean Kwofi
Cosmetic
Jane Reason Ahadzie (left), CEO, JRA Cosmetics receiving her award at the sixth Global Business Quality Awards and Summit.

A Ghanaian cosmetic manufacturer, JRA Cosmetics is putting in place the necessary impetus to take advantage of the 1.2 billion market presented by the African Continental Free Trade Area (AfCFTA).

Already, the company into the production of skin care, hair care and disinfectants had invested more than GH¢2 million in technical infrastructure and state of the art technology to support its production line.

It has also established a dedicated desk on AfCFTA to help the company strategise for the market.

The Chief Executive Officer (CEO) of JRA Cosmetics, Jane Reason Ahadzie, made this known in an interview with the media after receiving two awards at the sixth Global Business Quality Awards and Summit held in Accra.

“We are currently waiting to see the AfCFTA come to realisation so we can join in and contribute to the efforts of Africa being its own producer and supplier of cosmetics and household detergents,” she said.

She added: “It is our belief that we can reduce the huge funding of the government in the importation of consumer goods in the country, a situation that is affecting our Ghanaian cedi and bringing economic hardship on the locals.”

The award

The company’s two products received prestigious awards at the Global Business Quality Awards and Summit.

The JRA Bone to Bone Balm was adjudged as the Best Quality Indigenous Herbal Healing Ointment of the Year while the JRA Lion Antiseptic was named the Best Quality Antiseptic Brand of the Year.

It is an annual event of the Entrepreneurs Foundation of Ghana that gives recognition to individuals and companies – local and foreign – operating in Ghana for their commitments to improving the quality delivery of goods and services and open to innovation and cutting-edge technologies that adds value to their products and services.

Ms Ahadzie stated that the recognition was a strong affirmation to its quest to bridge the gap in the supply of quality and affordable healthcare, skincare and household detergents over the years.

“As a leading local cosmetic manufacturing firm and one of a few in the West African sub region, this award comes to us as a great honour done us and an affirmation to our continues believe in our efforts to bridge the gap in the supply of very quality but affordable healthcare, household detergents and skin care products for our cherished consumers,” she said.

Explore existing opportunities

In a speech read on her behalf, the Minister for Foreign Affairs and Regional Integration, Shirley Ayorkor-Botchway, said there was the need for local manufacturers and producers to explore existing opportunities in the single continental market.

According to the minister, the government is poised to empower the private sector to export to other African countries underpinned by its national action plan for boosting intra African trade and the national export development strategy.

She commended the organisers of the awards for recognising and rewarding the efforts of businesses that were committed to building quality and lasting brands.

“It is refreshing to know that these companies, irrespective of the strides they make, get to be acknowledged and celebrated for being able to keep their heads above these global waters,” she noted.