Unlocking the Potential of West African Cashews: Challenges and Strategies for a Thriving Future
West Africa, a burgeoning hub in the global cashew industry, is making significant strides despite facing numerous challenges. As the region processes a growing share of its raw cashew nuts, addressing both buyers’ and sellers’ concerns becomes essential to ensure sustainable growth.
Editor’s Note: The following article was originally published by Nutfruit Magazine.
West Africa has become a major player in the cashew industry, producing over 45% of the world’s raw cashew nuts (RCN) in 2020. However, only 8% of this production was processed locally at that time, a figure that has since increased to 25%. This rapid growth in local processing is a testament to the region’s potential, but the industry is still in its infancy and faces significant hurdles. The shift from exporting raw nuts to adding value through local processing is a positive development, but much more needs to be done to realize the full potential of West African cashews.
Challenges From the Buyers’ Standpoint
Buyers in North America and Europe, the second and third largest consumers of cashew kernels after India, are increasingly looking towards Africa as a viable source for kernels. However, several challenges need to be addressed to facilitate the shift:
- Consistent quality: Buyers demand a consistent quality of cashew kernels, which can be a challenge given the variability in processing capabilities across different West African countries. The lack of standardized processing practices often leads to inconsistencies in the final product, making it difficult for buyers to rely on a consistent supply from the region.
- Timely delivery: Ensuring timely delivery is another critical factor for buyers. The logistical challenges in West Africa, including poor infrastructure and port congestion, often result in delays. This can be a significant deterrent for buyers who are accustomed to the efficiency of established cashew processing regions like India and Vietnam.
- Adherence to food safety norms: Compliance with international food safety standards is non-negotiable for buyers in developed markets. West African processors need to invest in modern processing facilities and adhere to strict food safety protocols to meet these norms.
- Zero counterparty default: Buyers need assurance that their suppliers will meet contractual obligations without default. The limited historical performance data for West African processors means that buyers need to take calculated risks in this relatively uncharted territory.
Challenges From the Sellers’ Standpoint
From the perspective of West African sellers, the challenges are equally daunting:
- Access to finance: A significant challenge for West African processors is accessing finance. Unlike their Asian counterparts, who can purchase RCN year-round, African processors need to buy their entire year’s supply during the three-month harvest season. This creates a high working capital requirement, which is further exacerbated by the high borrowing costs and difficulties in securing loans in Africa.
- Processing costs: The processing industry in West Africa is still developing, and technical and managerial capacities are not yet on par with those in Asia. This results in higher processing costs, making it difficult for African processors to compete on price with established players from Vietnam and India.
- Marketing challenges: African cashew kernels have not yet established a strong market position. Effective marketing strategies are needed to highlight the unique selling proposition of African cashew, such as freshness and sustainability.
Strategies to Address the Challenges
To address the challenges, a multi-faceted approach is required:
- Improving access to finance: Innovative financial solutions are needed to help processors manage their cash flow better. Governments and financial institutions can play a crucial role by providing low-interest loans and other financial instruments tailored to the needs of the cashew industry.
- Investing in technical and managerial skill development: Building technical and managerial capabilities for reducing processing costs and enhancing quality standards can go a long way in building customer confidence.
- Developing a strong marketing strategy: A robust marketing strategy is critical for differentiating African cashew kernels in the global market. Marketing campaigns should emphasize the environmental benefits of locally processed cashews, such as lower carbon footprint. Additionally, promoting the socioeconomic benefits of supporting African cashew processors can resonate with socially conscious consumers.
Consumer Trends and the Role of Marketing
With the rise of new lifestyle trends towards holistic well-being and plant-based diets, nuts and dried fruits have gained popularity as convenient, nutritious snacks. However, when we look across the nut and dried fruit industry, we realize the lack of focus on marketing cashews. Studies show that the nut industry spends about US$1 billion per annum on marketing, but cashew rarely features in any of these campaigns.
This lack of awareness is pronounced when it comes to cashew consumption. When consumers pick up a pack of cashew nuts at Costco, Aldi or any mom-and-pop store, do they think about where it comes from? Do they consider the impact their purchase could have on the lives of African farmers, or how cashews processed in Africa could help reduce the carbon footprint and play a role in combating climate change?
Consumer product awareness serves as the foundation of informed decision-making. Consumer research studies show that today, more than ever, the evaluation of snacking options extends beyond merely considering the price tag; it encompasses factors such as nutritional benefits, quality, environmental impacts, and ethical considerations.
Conclusion
If healthy food leads to wellness, awareness of its source can be the path to goodness. Consumers want to support a supply chain where farmers make a decent living, their children go to schools, and nature is protected for a better tomorrow. Africa is one such story to share.
