Olam Agri pioneers Ghana’s pasta industry with launch of First Choice Premium Spaghetti

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Olam Agri, a leading food, feed, and fibre agri-business, has officially launched the ‘First Choice Premium Spaghetti’, a new pasta brand produced at its recently commissioned manufacturing facility at Kpone, the first of its kind in the country. The brand was unveiled at a colourful trade event held at the Kempinski Hotel in Accra on March 27, which brought together trade partners, distributors and key food industry players. 

The launch of ‘First Choice Premium Spaghetti’ marks a significant expansion of Olam Agri in Ghana's consumer food portfolio, which already serves Ghanaian households through its flour business operations. The new pasta manufacturing facility itself represents a major investment in local food processing capacity, enabling Olam Agri to produce, package, and deliver a quality product entirely within the country. 

The domestic production base reduces reliance on imported pasta and positions First Choice to offer competitive and consistent supply to the trade at scale. First Choice Premium Spaghetti is designed around the realities of the Ghanaian household. 

The brand speaks directly to mothers who make daily decisions about what goes onto the family table, decisions grounded in the understanding that nourishment and convenience are not competing values. Its tagline, “3y3 Fine”, is expressed as a cultural stamp of approval and reflects the brand's core promise to consumers that when they reach for First Choice, the result will not disappoint.

Speaking at the launch, Mr. Soumya Saxena, Business Head at Olam Agri in Ghana, described the brand as an expression of the company's long-term confidence in the Ghanaian market.

He said:

The brand's go-to-market approach was presented to trade partners at the event, covering the distribution strategy, marketing activations, and the commercial proposition for dealers. 

Speaking to newsmen, Mr. Taoheed Aiwinnilomo, Marketing Manager at Olam Agri Ghana outlined the thinking behind the brand's positioning in the category.

A high point of the event was the unveiling of Naa Ashorkor Mensah-Doku as the brand ambassador for First Choice Premium Spaghetti, the declaration of which was met with great enthusiasm and applause by trade partners and guests. Naa Ashorkor, one of Ghana's most celebrated broadcasters and media personalities, brings to the brand a level of credibility and warmth that speaks directly to the average Ghanaian family. First Choice is built to serve, and its ambassador’s appointment signals the seriousness with which Olam Agri Ghana is approaching the consumer rollout of the brand.

Naa Ashorkor was quick to react to her appointment, expressing profound confidence in the brand and what it represents.

Consumer-facing campaigns are scheduled to immediately roll out from across various channels. First Choice Premium Spaghetti is available in major retail and trade outlets nationwide through Olam Agri’s distribution network.

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