For Joanna Atta, the founder of JoeArt Catering Institute, cooking has always been more than just preparing meals—it is a deep-rooted passion that began in her childhood. Raised under the loving guidance of her grandmother, Joanna developed an appreciation for the art of cooking from an early age. This passion stayed with her through secondary school and tertiary education, where she continued to refine her culinary skills.
In 2013, Joanna made a bold decision that would change her life forever. Leaving behind her teaching profession, she chose to dedicate herself entirely to her love for catering. What initially started as a pastime soon evolved into a thriving business. By 2014, she had fully committed to establishing a culinary enterprise that provided high-quality services in Bogoso, a town in Ghana’s Western Region.
The Early Struggles and Determination
Joanna’s journey into the catering industry was not without challenges. Initially, she operated informally, taking orders from close associates, particularly those in Takoradi, even after relocating due to marriage. Despite the difficulties of starting a business in a competitive environment with limited support, she remained steadfast in her commitment to growth.
Starting with just one employee, Joanna gradually expanded her team. Recognizing the need to nurture young talent, she took a bold step to establish JoeArt Catering Institute—a training school dedicated to equipping young people in Bogoso and its surrounding areas with catering and hospitality skills. Over time, the school gained traction, enrolling and graduating at least 23 students annually.
The Game-Changer: Partnering with the Business Advisory Centre (BAC)
The turning point for JoeArt Catering Institute came in 2022 when Joanna connected with the BAC, an initiative under REP. Her introduction to BAC was through catering an event for them. Impressed by the quality of her services, BAC extended their support to her business.
Initially skeptical about the extent of support she could receive, Joanna soon realized the transformative impact of BAC’s interventions. She received a grant of GHC16,000, which enabled her to purchase her first industrial oven—an asset that significantly boosted her capacity to provide quality catering services.
Beyond financial assistance, BAC also provided training programs for Joanna and her trainees. These sessions focused on business management, financial literacy, and skill enhancement in catering and hospitality. Joanna credits BAC for not only strengthening her financial standing but also equipping her with essential business management skills that improved her operations.
Financial Support that Fueled Growth
In addition to the grant for the industrial oven, Joanna benefited from two other crucial BAC support programs: the CAMFED grant and the Matching Grant.
- The CAMFED grant, a non-repayable financial support initiative, provided her with the needed capital to expand her business.
- The Matching Grant, which required her to contribute counterpart funding, enabled her to acquire additional modern catering equipment.
With these resources, JoeArt Catering Institute improved its operational efficiency, expanded its service offerings, and provided an enriched learning experience for its students. The training and financial assistance from BAC allowed Joanna to implement best practices in her business, positioning it for long-term sustainability.
Overcoming Challenges: Lessons in Financial Management
Despite the successes, Joanna acknowledges that managing finances in a growing business has been one of her biggest challenges. In the early days, she did not pay herself a structured salary, which made it difficult to separate personal and business finances. This often led to financial inefficiencies and hindered strategic investment decisions.
Reflecting on her experiences, Joanna emphasizes the importance of financial education for entrepreneurs. She advises business owners to establish clear boundaries between personal and business finances from the outset.
“Formalizing a salary structure ensures financial stability and allows business owners to reinvest wisely,” she explains.
She also notes that many entrepreneurs struggle because they mistakenly view all business revenue as personal earnings, rather than reinvesting for growth. Learning from these experiences, Joanna now prioritizes financial planning and encourages upcoming entrepreneurs to do the same.
With her business on an upward trajectory, Joanna has ambitious plans for JoeArt Catering Institute. She envisions scaling up her enterprise to manufacture and package food products for a larger market—transforming her business from a catering service into a recognized food brand. Inspired by global food giants that started small but grew into industry leaders, she remains determined to achieve similar success.
She continues to seek opportunities for further expansion, hoping for additional support and collaborations that will enable her to realize her dreams. With the backing of BAC and her relentless drive, the future of JoeArt Catering Institute looks promising.
A Story of Impact and Inspiration
Joanna Atta’s journey embodies the essence of resilience, passion, and innovation. Her story highlights the transformative power of programs like REP in supporting small businesses and empowering local entrepreneurs. Through strategic interventions such as financial assistance, business training, and skill development, REP, with the support of the IFAD, is fostering economic growth and employment opportunities in communities like Bogoso.
For aspiring entrepreneurs, Joanna’s story is an inspiring testament to the fact that with the right support and determination, small businesses can flourish. Her commitment to skill development is not only providing livelihood opportunities for young people but also contributing to the economic development of her community.
Through IFAD’s Rural Enterprises Programme, many entrepreneurs like Joanna are finding the support they need to turn their passion into thriving businesses. With continued investments in skills development and enterprise growth, the future looks bright for small business owners across Ghana
