Strategic positioning: The cases of cocoa, coffee, tea and sugar under review

The Enterprises Upgrading Office has led a reflection to boost the development of industrial enterprises in these channels.  

The Enterprises Upgrading Office (BMN) organized on january 14, 2021 2021 in Yaoundé, a workshop on the strategic positioning of four agro-industry channels. These are the cocoa, coffee, tea, and sugar industries. The said workshop, which is being held in a context marked by the Covid-19 pandemic which has not spared the health of industries, was attended by the notable presence of the Director General of the National Cocoa and Coffee Office (ONCC) from Cameroon. Many business leaders were also present. 

In his remarks for the occasion, the director of the BMN indicated that “ the main objective of these strategic positioning studies is to produce data, information and recommendations, likely to inform the decision of the government, investors, banks and companies on the strategic positioning of companies on the CEMAC / CEEAC merger market , and to awaken the awareness of Cameroonian companies working in the cocoa, coffee, tea and sugar industries, on the opportunities to be seized and the efforts to be made to improve their competitiveness in these markets ».

Chantal Elombat Mbedey further explained that " ndby commissioning studies on the strategic positioning of agri-food sectors, the BMN fulfills one of its sovereign duties, which consists of contributing to the improvement of the economic environment ". As a central player in the enterprises upgrading in Cameroon, the BMN has already commissioned a series of studies on the strategic positioning of somes channels in the agri-food sector. These include those relating to the processing of seeds and manufacturing of starch products, the oilseed and animal feed channel, the fruit and vegetable channel, and the tobacco channel.

On July 9, 2020 in Douala, the BMN organized a provisional restitution workshop of two studies on the strategic positioning of the beverage, wine and spirits industries, and that of meat and fish. In addition, the BMN has already carried out other studies such as the one relating to the sustainable financing of upgrading in Cameroon, and plans to carry out in the near future, studies on the strategic positioning of the wood industries, as well as that of the textile industry and clothing.

As a reminder, the development of the agro-food sector is one of the pillars of the Master Plan for Industrialization (PDI), which is at the heart of the policy of structural transformation of the Cameroonian economy, a key axis of the National Development Strategy (SND-30), which makes the upgrading of businesses one of the essential tools for its successful implementation.


Michael Ndoping : "We want our industries to be more competitive"

The director general of the National Cocoa and Coffee Office (ONCC) of Cameroon talks about the value of strategic positioning studies.

Interview by Y. N. Y.

How does the ONCC welcome the BMN initiative to carry out strategic positioning studies of the cocoa, coffee, tea and sugar industries?

The reception is good. As you can see, there is a study that was carried out on the competitiveness of our products, in this case cocoa and coffee, but also tea and sugar. We are present here as a body of these first two channels, that is to say cocoa and coffee, in order to make our contribution to the work that was done by the consultants commissioned by the BMN. I don't want to predict what has been done, but we are also here to provide our expertise so that this work is beneficial to all.

On se demande justement si ce travail sera profitable localement, sachant qu’il n’y a pas vraiment de transformation de ces produits agricoles à une certaine échelle ?

It is true that we have long been accused of exporting only cocoa and coffee beans, to the detriment of local processing. I would like to say that people are unaware that there is already a great beginning of transformation. There are already at least four industrial processing units today and we have a plethora of artisanal cocoa processors. Regarding coffee, we have identified around thirty local roasters. We are in a very competitive environment, as explained by the director of BMN. Our presence here comes from what we want to make sure that what is already done can be very competitive. And for those who already want to get into these industries, this work will allow them to know what the challenges are, and the opportunities to be seized.

Can we say that the conclusions of these studies conducted by the BMN will constitute a kind of breviary for the ONCC?

We are in a human work, therefore imperfect. Accordingly, any contribution is welcome. We are here because cocoa and coffee represent a strategic channel for Cameroon's economy. There is a study that has been done, we are going to listen to the experts and see how it can benefit everyone. The most important thing for us is that the development of the competitiveness of the cocoa and coffee industries is effective. We want these industries to be more competitive.

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  1. Yana Theodory says:

    bonjour le BMN,
    comment faire pour s’approprier des conclusions de cette étude sur le cacao. en effet, je suis également un producteur et aimerais en savoir de cette étude et des perspectives
    merci de nous indiquer le jour du rendu et les modalités pour y participer ou alors que faire pour disposer des études stratégiques déja réalisées (tabac;