The Danish-Ghanese company, West African Fish, ran a five-week campaign of more than 100 minutes of airtime on two of the main Ghanese television stations in the beginning of 2014. The campaign highlighted the freshness, accessibility and nutritional value of the Telapia fish from the Volta Lake in Ghana in a documentary produced for television. It went on Good Evening Ghana, the most popular talk show in the country hosted by Paul Adom as well.
In Ghana, the freshness of fish is the essential feature to the consumers. Still, the practice of deep freezing food during transportation is not common. West African Fish brings fresh fish from the lake to the dinner table in the same day –and the fish are kept cool every step of the way. West African Fish has invested in a large cooling truck bringing the fish to the market in Sikuma and other cities where the fish mamas take over.
In the talk show, Good Evening Ghana, the host Paul Adom was particularly interested in the corporate social responsibility practiced by West African Fish – the job creation and well-being of the more than 100 employees and 400 families engaged in the processing and selling of the fish. West African Fish has, among others, sunk a 30-meter deep well producing water for an entire village and constructed seven kilometers of road to the Volta Lake – a road used extensively by the local farmers. In addition, West African Fish has sponsored a 3-classroom school building and there is free dining for staff at the fish farm. This is by no means taken for granted in Ghana.