“We need to develop the infrastructure to get the produce to the port in time. Otherwise, we can't operate. APM Terminals are the masters of the value chain, and we have learned from them how efficiency can help you meet challenges,” says Sefa Gohoho-Boatin, who calls herself a social entrepreneur.
Winning the trust
The daughter of a diplomat, Sefa Gohoho-Boatin was born into an international life. Growing up, she lived in a number of African countries and she has a degree from London School of Economics. However, her love for Ghana never faded and she remains committed to the country’s development.
Thus, undeterred by the occasional bump on the road, Sefa Gohoho-Boatin regularly makes the 150 km trip from Accra to support the women she employs at the flower farm. Located in an underprivileged part of the country, the project had a social element from the very start in 2010.
“The project employs only women of the community. We try to help them to develop their standards of living by economically enhancing them. That is ultimately the dream for this project, to improve the lives of the women of this community by selling an alternative forest product, which is cut flowers.”
In order to succeed, Sefa Gohoho-Boatin had to win the trust of the community. She convinced the women – and their husbands – by making them co-owners and the potential profits, which in turn made them even more committed to the project.
“They know that their lives can be transformed and therefore they’re more productive. And because they’re more productive, we’re able to export more and turn a bigger profit. This makes it possible to increase employment and for them to become masters of their land and hopefully their pockets too.”