The study investigates the role of branding as a strategy for boosting the consumption of locally produced rice. A total number of 207 respondents participated in the study. Convenience sampling technique was employed to select a cross-section of consumers of rice in the Greater Accra Region. Descriptive statistics and graphs were used to present the results. Results from the study indicated that consumer preference for locally produced rice was generally low; that consumers have favorable disposition towards good branding; and that brand elements such as logo, symbol, and customer relationship were important components of a brand that influence rice patronage. The study recommends innovative branding, private/ public partnership as a national policy to boost consumption of local rice, and finally improvement in quality of local rice to scale up local rice patronage. The empirical survey provides a useful guide to strategy at firm level and national level. The study shows that branding as a strategy can change consumer attitudes in favor of local rice, resulting in increased patronage.

Rice has emerged as one of the major staple foods widely consumed in Ghana today. “Rice is the fastest growing staple food source in most African countries, providing the bulk of dietary energy to the growing population” (Danso-Abbeam et al., 2010). Rice is also the first cereal imported into the country and represents 58% of cereal imports and 5% of all agricultural imports into the country over the period 2005-2009 (Coalition of African Rice Development (CARD), 2010). Since the 1960s, rice has become a major and important staple crop in Ghana (Bozza, 1994). Since the 1960s, a large proportion of Ghana’s rice was produced in the Northern sector of the country (Akanko et al., 2000). The implication is that Ghana can draw from the vast potential in the Northern parts of the country to increase rice production to augment its food supply and thereby achieve its policy objective of attaining self-sufficiency in food production.

Ghana’s rice consumption in 2011-12 was estimated to reach 62,000 metric tons (CARD, 2010). Per capita consumption of rice in 2010-2012 was estimated at about 28 kg with urban centers accounting for about 76% of total rice consumption (CARD, 2010). In urban centers, rice is mostly preferred to other staples as it is easy and convenient to prepare and also allows for a wide variety of dishes to be served. Additionally, the rising numbers of hotels, fast food restaurants and other food vendors in the major cities have further increased the demand for foreign rice brands since these firms serve mainly exotic rice brands (CARD, 2010).

Brand Management Journal, Exploring Branding, Strategy, Boost Local Rice Patronage, Coalition of African Rice Development (CARD), UNCOMTRADE, a brand is a name, term, symbol, or design, Evidence from Ghana