Background:
ATA implemented a four-year project in Ghana with $1.4 million of funding from USAID. The goal of the project was to increase non-traditional exports, improve artisan livelihoods and communities, and continue developing the country’s intrinsic artistry and central position in West African trade routes. Additionally, ATA felt that Ghanaian crafts had disappeared in the U.S. Market and that there was great potential that needed to be brought back.

What We Did:
Design:
A total of eleven consultants focused on new product design and production in wood, metal and glass; textiles and baskets were also addressed but with a lesser emphasis. One main consultant served as the key design resource offering new design ideas and teaching new production techniques. He provided a consistency and a depth of knowledge that inspired both entrepreneurs and the young university graduates, many of whom went on to start their own businesses.

Business Training:
The Ghana project was critical in the formalization of ATA’s training program offered in conjunction with the New York International Gift Fair (NYIGF), which is called the Market Readiness Programâ„¢. Four to six Ghanaian entrepreneurs participated in each show and training session during the project. Several entrepreneurs who had increased their scale of business from micro-enterprise to producer/exporter identified the training as key to their success.

Marketing:
Ghanaian exporters exhibited bi-annually at the NYIGF. In addition, ATA, along with the Ghana Export Promotion Council, brought buyers to Ghana, including Pier 1 Imports, Cost Plus and MarMaxx (which includes Marshalls and TJ Maxx). Several Ghanaian producers supplied not only the large buyers, but also small niche importers of African products such as Bamboula, Swahili Imports and Tribalinks.

Results & Benefits

  • Cumulative sales of $859,000 at the project’s end. Sales continued to increase and surpassed the project budget within two years of the end of the project
  • Ghana’s exports increased from $160,000 in 1989 to $11 million in 2002. The Ghana Export Promotion Council attributed 60% of this increase as a direct result of ATA.
  • Artisans wages increased from $32.50 per month to $50.46 per month””approximately 155% of the national per capita income.
  • Ghanaian artisans created their own NGO, ATAG, which continues to serve the artisan sector today.

Beneficiary Quote
“I had been designing for the U.S. market from out on the balcony looking in. Now I have my foot in the door” Ghanian artisan after attending the NYIGF and Market Readiness Program.