Ghana risks losing $170m in shito export opportunities over standards dispute

Ghana could lose out on a potential US$170 million annual export market for shito if concerns over a proposed revision of the condiment’s national standard are not addressed, an industry advocate has warned. Image and brands consultant Michael Addai Sackeyfio is calling on the Ghana Standards Authority (GSA) to suspend the adoption of a revised standard until a framework is established to protect shito’s identity and secure its recognition as a Ghanaian heritage product.

He argues that broadening the definition of shito to accommodate significantly different recipes could weaken its identity, disadvantage local manufacturers and expose the industry to competition from imitation products. In a series of opinion articles and a publication on the condiment’s economic potential, Mr Sackeyfio maintains that traditional shito has a distinct composition, typically made from pepper, onion, ginger, edible oil, tomato and fish and/or shrimp.

He says those ingredients form an essential part of the product’s identity and that allowing substantially different formulations to be sold under the same name could gradually turn shito into a generic term for assorted pepper sauces. That, he warns, could make it more difficult for Ghana to establish and defend ownership of the name in international markets.

Protecting a Ghanaian product Mr Sackeyfio points to products such as Greece’s Feta cheese, Italy’s Parmigiano Reggiano and South Africa’s Rooibos, which have benefited from geographical indication and other intellectual property protections. He believes Ghana should establish clear rules defining shito and protect its name before the GSA finalises the proposed standard.

The consultant says such protection would help preserve the product’s heritage while giving local manufacturers a stronger basis to compete in export markets. He is not opposed to manufacturers experimenting with different recipes. Rather, he proposes that the name “Shito” should be reserved for products that meet an agreed traditional composition, while other formulations should be marketed under a separate category, such as “Pepper Sauce”.

Under his proposal, both small-scale producers and industrial manufacturers would be eligible to use the protected name, provided they satisfy the established requirements. $170m export potential Beyond its cultural significance, Mr Sackeyfio believes shito could become a major source of export earnings and create a sizeable market for Ghanaian agricultural and fishery products.

He cites Ghana’s estimated US$20.1 million earnings from sauce exports in 2024 as a starting point for the industry’s growth potential. Illustrative projections in his proposal suggest that a protected and premium shito industry could raise annual exports to US$100 million, with a more ambitious target of US$170 million. He says the expansion would create demand for locally produced pepper, onions, ginger, fish and shrimp, benefiting farmers, fishing communities, food processors and businesses across the supply chain.

The projections also estimate that an industry generating US$100 million in annual exports could bring in an additional US$80 million compared with the current sauce export earnings. Reaching US$170 million could raise the additional earnings to about US$149 million. Mr Sackeyfio believes the increased revenue could also provide resources for public infrastructure, including district hospitals and feeder roads.

Proposed heritage fund As part of the proposal, he is advocating the establishment of a Shito Heritage Fund, financed through certification fees and a dedicated share of tax revenue generated from export growth. The fund, he says, would support farming and fishing communities that supply raw materials to the industry, ensuring that the benefits of increased exports extend beyond manufacturers.

He is also urging the Food and Drugs Authority (FDA) and the Customs Division to investigate reports that imitation shito products are entering the Ghanaian market. Although the alleged imports have not been independently confirmed, he says the two institutions should establish whether such products are being brought into the country, identify their sources and determine the labels under which they are sold.

Legal protection Mr Sackeyfio maintains that Ghana already has legal instruments that could provide a basis for protecting shito, including the Geographical Indications Act, the Trademarks Act and the Protection Against Unfair Competition Act. His immediate appeal is for the GSA to allow the intellectual property protection process to be completed before adopting the revised standard.

He argues that clearly defining and protecting the product would help Ghana build a globally recognised shito brand, expand exports and retain a greater share of the economic gains within the country’s agricultural and manufacturing sectors.