MEDA Blog

The Book Business: How to measure market performance?

Ethiopian girls reading

Confession time: sometimes I buy books on Amazon.

I like the convenience of it.

While there is nearly nothing as delightful as perusing the bookshop aisle, daily demands sometimes dictate a few taps on my phone over finding the nearest Chapters or independent bookstore.

What does this mean for the book business?

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An Easy Sell? Women's Economic Empowerment in Ghana

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Empowering women in rural, northern Ghana—where nearly 80% of women have never attended school, is no small feat. With some smart marketing and production support for farmers, agribusinesses are now buying the idea.

Greater Rural Opportunities for Women (GROW) is a six-year project funded by both the Mennonite Economic Development Associates (MEDA) and Global Affairs Canada (GAC). The main goal of the project is to improve food security for families in the Upper West Region of Ghana by assisting women farmers to increase productivity, link to sustainable markets, and improve nutrition practices.

The implementation of the GROW project started in 2013 with a goal of reaching 20,000 women farmers using a value chain approach. Through a mixed methods data gathering approach including interviews and surveys, MEDA recently developed and published a case study that examines the role of market actors and their profitability as they have engaged with the GROW project and female farmers. This blog shares some of the results.

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