Agribusiness Strategy: Adding Value to the Mushroom Value Chain

Abstract

Strategy should begin with the understanding of customer needs which can be determined through perceptions of channel partners or direct research. In line with this, the study conducts a qualitative value chain audit of the mushroom industry with a view to understanding priorities. Structured and semi-structured interviews were conducted with value chain players of the 'mushroom growers and export association'. Value chain participants prioritised changing customerperceptions to improve demand, and to grow the market through penetration and the management of factors that influence the marketing mix, and the provision of quality inputs to improve production and influence the need to address the problem of access to finance and a strong association that advocates for matters of the industry. The study concludes that qualitative value chain analysis of participants' perspectives provides the means for understanding of priority activities for value creation. The study recommends further quantitative value chain analysis that measures the actual value that prioritised value chain activities could generate.
 Keywords: Agribusiness; mushroom; value chain, strategy, qualitative.

Motivators and impediments to mushroom commercialisation in Ghana: Implication for policymakers, development partners and extension agents

“…Some mushroom traders, especially women, besiege approaching vehicles at the checking points along high ways to sell their products. Mushroom is predominantly sold locally [ 12 ], and marketing is usually done individually and it is unorganized and dispersed [ 18 ].…”

“…The potential contribution of oyster mushroom to Ghana's economic growth through livelihood improvement is widely discussed [ [9] , [10] , [11] , [12] , [13] , [14] , [15] , [16] , [17] ]. Mushroom production plays a significant role in the Ghanaian economy by supporting rural livelihoods.…”

“…For instance Ref. [ 12 ] found that over half of mushroom producers in Ghana derive more than 60% of their income from mushroom production while about a quarter of the producers derive at least 70% of their income from mushoom production [ 15 ]. found that mushroom cultivation is a sustainable alternative livelihood to support artisanal goldmining affected communities in Ghana if adequate skill training and financial support are available.…”