In the quiet town of Mampong in Ghana’s Ashanti Region, a small family business has grown into a thriving agro-processing enterprise, supplying products to major markets across the country. What started as a subsistence venture to meet the immediate needs of one family has transformed into Beatee Agro Processing, a household name in local food production. With the support of REP, funded by IFAD, this once-informal operation has become a model of rural entrepreneurship and resilience.
From a Family Trade to a Recognized Business
For years, gari production in Mampong was a labor-intensive, small-scale activity passed down through generations. Afi Yamenu, the founder of Beatee Agro Processing, recalls the challenges of manually grating cassava, pressing it with heavy stones, and frying it under the scorching sun. Injuries were common, production was slow, and profits were meager.
“I never imagined that this local gari processing venture would one day see our products filling supermarket shelves,” Afi recounts. “But today, that dream has become a reality, thanks to the assistance we received from the REP.”
In 2003, Beatee Agro Processing, then known as Dagba Gari Factory, took a significant step forward with support from REP. The initiative helped formalize the business, giving it a legal identity and access to critical resources. By 2005, REP, through BAC, provided the enterprise with financial support in the form of matching grants and business training.
Expanding Production and Innovation
The funding allowed Beatee Agro Processing to acquire essential machinery, including an electric milling machine, a fabricated squeezer, and metal grates. These investments not only improved efficiency but also enhanced product quality, enabling the business to diversify its offerings. Today, in addition to raw gari, Beatee Agro Processing produces innovative variants such as: Beatee Gari and Coconut Mix, Beatee Gari and Soya Mix, Beatee Gari and Margarine Mix, Cassava Chips, Tapioca and Beatee 4-in-1 in a Cup.
These new products have expanded the business’s customer base, with sales reaching beyond Mampong to major urban markets.
Training and Market Access
Beyond financial assistance, REP facilitated training programs in business management, record-keeping, basic accounting, and marketing. These skills proved invaluable as Beatee Agro Processing navigated the complexities of scaling up. The enterprise also benefited from participation in trade fairs in Accra, Cape Coast, and other locations, exposing its products to a broader audience and attracting new customers.
With the growth of the business, employment opportunities have also increased. Today, Beatee Agro Processing has ten permanent employees—six women and four men—as well as four casual workers. “REP has helped me, but I am not the only one benefiting,” Afi says. “These workers can now support their families, and that is something I am very proud of.”
Overcoming Market Challenges
Despite its growth, the business faces stiff competition, particularly in Mampong, where larger brands dominate supermarket shelves. While Beatee Agro Processing has secured supply deals with schools and open markets, Afi notes that local supermarkets are hesitant to stock their products due to competition from bigger brands. However, expansion into Accra and Techiman has provided alternative markets, with multiple stores now carrying Beatee Agro Processing’s products.
A Vision for the Future
Recognizing the need for modern business strategies, Afi has appointed her daughter, Beatrice Ayawu, as the Chief Executive Officer. Beatrice, currently studying at a college of education, is passionate about growing the family business into a national brand.
“This business has sustained our family and paid for our education. Now, I want to take it to the next level,” she says.
One of Beatrice’s key initiatives is leveraging digital marketing, a skill she gained from BAC training. By using online platforms to promote products, Beatee Agro Processing has expanded its reach beyond physical markets. Looking ahead, Beatrice aims to acquire a packaging machine to meet industry standards and further enhance the brand’s competitiveness.
“Thanks to REP’s support, we have already secured FDA certification,” Beatrice explains. “With better packaging, we will be able to compete favorably with the bigger brands in the market.”
Transforming Lives Through Enterprise
For Afi and her family, Beatee Agro Processing is more than a business—it is a lifeline. With six children and over 13 dependents, the enterprise has provided financial security and educational opportunities. Afi is even building a new home, a milestone she attributes to the success of her business.
“This business has been my source of livelihood,” she says. “It has put my children through school, given them a future, and created jobs for others in my community. I am forever grateful to REP for making this possible.”
Through its partnership with IFAD, the Rural Enterprises Programme continues to empower rural entrepreneurs like Afi, proving that with the right support, small businesses can thrive, transform communities, and contribute to national development. Beatee Agro Processing’s journey from a modest gari-making operation to a recognized agro-processing enterprise is a testament to the power of rural entrepreneurship and innovation.
