Demand for baobab powder, a nutrient-rich ingredient derived from the "tree of life," is steadily increasing worldwide, presenting a lucrative opportunity for African producers. In an interview with Sputnik Africa, Dr. Daniel Micheal Okello, a lecturer in agricultural economics at Kabale University in Uganda, explained how Africans can profit from this trend.
“The current demand for the baobab powder as well as its associated products has been increasing and is actually expanding due to a number of factors, including consumers being sensitive about what they consume,” Dr. Okello said.
He added that the rise in baobab power demand could also be “partly due to a rise in the number of middle-class people who tend to be more critical about what they consume so that they're able to remain healthy.”
“Of course, that is also driven by the global expansion of the brand - a product from a tree - that has occurred naturally, awareness of its benefits has led to expansion of its demand worldwide,” he explained.
Dr. Okello also highlighted the potential of the African Continental Free Trade Area (AfCFTA) to facilitate trade within the continent, enabling African countries to collectively negotiate better deals with international buyers.
The agricultural economist also emphasized the power of storytelling and branding in building consumer trust and increasing market reach.
“If you are able to inform more people, create that awareness … that would go a long way in ensuring that an increasing number of people get interested in the product, and they are likely to develop that trust,” the expert advised.
Dr. Okello sees significant potential for collaboration between Russia and African countries in the baobab sector. According to him, Russia, a leading exporter of wheat and grains, could provide support in several areas, including research and development, technology transfer, and product innovation.
“If, for instance, you have a development partner like Russia that can invest into some of those areas that the African governments themselves are unable to, because of priorities that are so many … also you could invest in sustainable food processing technologies,” he concluded.