Olam Agri has unveiled its First Choice Premium Spaghetti brand to the trade, marking the consumer rollout of Ghana’s first locally manufactured pasta, produced at the company’s US$40 million facility in Kpone, near Tema.
The brand launch took place on March 27 at the Kempinski Hotel in Accra, bringing together distributors, trade partners, and food industry players to preview the product, its marketing strategy, and its commercial proposition for dealers.
The event follows the commissioning of the Kpone pasta plant on March 5 by President John Dramani Mahama. The facility, with an annual production capacity of around 43,000 tonnes, processes locally milled wheat flour into finished pasta, reducing Ghana’s dependence on imports that historically cost the country an estimated US$140 million between 2021 and 2024.
First Choice Premium Spaghetti is positioned as a brand built around the Ghanaian household, with a tagline of “3y3 Fine” a Twi expression of approval chosen to communicate a promise of consistent quality to everyday consumers.
Soumya Saxena, Business Head at Olam Agri Ghana, framed the launch as a long-term commitment rather than a market entry play. “First Choice Premium Spaghetti reflects our belief that Ghanaian families deserve a locally made product that meets the highest standards of quality. Our investment in this facility and this brand is a commitment to this market, and we intend to build something that lasts,” he said.
A highlight of the event was the appointment of broadcaster and media personality Naa Ashorkor Mensah-Doku as brand ambassador, a choice intended to anchor the product’s credibility with Ghanaian families. Olam Agri already operates in Ghana’s consumer food space through its flour brands, giving it an established distribution network through which First Choice will be made available in retail and trade outlets nationwide.
The brand’s go-to-market approach was formally presented to trade partners at the event, covering distribution strategy and marketing activation plans. Consumer-facing campaigns are scheduled to roll out across multiple channels immediately following the launch.
Olam Agri has operated in Ghana for more than three decades, expanding from commodity trading into wheat milling, cocoa, cashew, biscuits, and tomato processing, and currently employs more than 4,500 Ghanaians directly and indirectly.
