The Ghana Tourism Authority (GTA), in collaboration with the Ghana Cocoa Board (COCOBOD), has launched the 2025 National Chocolate Week Celebrations, urging hospitality establishments across Ghana to incorporate chocolates and cocoa-based products into their menus.
Mr Ekow Sampson, Deputy Chief Executive Officer of the GTA responsible for Operations, encouraged hospitality providers and airlines to distribute complimentary chocolates to patrons as a symbol of love and care on February 14.
He highlighted the numerous health benefits associated with chocolate consumption, which include lowering blood pressure, reducing the risk of stroke, preventing clotting, and enhancing blood circulation to the heart.
“Chocolate consumption also combats diabetes, improves brain function, boosts athletic performance, and alleviates stress. Research shows that the higher the cocoa content, the more beneficial bioactive compounds the chocolate contains. Most benefits observed in studies relate to chocolate with at least 70 per cent cocoa content.”
Mr Sampson noted that the National Chocolate Week celebrations instituted several years ago have shifted the perspective of Ghanaians towards chocolate as a gift of love, giving Valentine’s Day a healthier orientation. He stated that the week aligns with the GTA’s marketing campaign aimed at boosting domestic tourism, emphasising local content and encouraging Ghanaians to consume local products, thereby reducing over-reliance on imports.
“It also aims to enhance the connections between tourism, culture, creative arts, and other sectors of the economy,” he added.
The Deputy CEO mentioned that the sustained week-long celebration has brought about a change in consumer attitudes towards locally produced cocoa products, resulting in an increase in per capita cocoa consumption from 0.45 kilograms to 1 kilogram over the past five to seven years. “This gradual shift has not only raised awareness about the nutritional and health benefits of cocoa but has also celebrated its national and cultural significance, fostering a sense of national pride.”
Mr Micheal Ekow Annan from COCOBOD stated that as the second-largest producer of cocoa, Ghana has yet to fully capitalise on its benefits. He remarked, “As we strive to reap the full benefits of cocoa, we must appreciate its richness and recognise its potential not only as a product but also as a source of pride, health, and economic opportunity for all Ghanaians.”
He argued that promoting cocoa consumption could boost local demand and create a more sustainable market, reducing dependence on the global market and providing cocoa farmers with stable incomes. “Our cocoa is part of our cultural identity, and we must take pride in this product by consuming it regularly to reinforce its importance in our economy.”
Mr Annan stressed the need to incentivise domestic chocolate processing centres with various benefits to promote cocoa consumption activities. He added, “By increasing our domestic cocoa processing capacity, we can create a sustainable environment for the cocoa economy in Ghana.”
“Promoting cocoa consumption in Ghana is not just an economic strategy; it’s a celebration of our health and future. It is a gift to us and has the potential to improve our lives in ways we have yet to fully realise. Let us unite to embrace this natural treasure in all its forms.”
Mrs. Betty Kobi, Director of Marketing, GTA, said programmes lined up for the week-long celebration include church visits on February 9, an exhibition from February 10 to 14 at the Cocoa House and GTA regional offices, and time with school children on February 11.
She said there would also be a visit to the National Chief Imam, a golden bean recipe battle, a cocoa quiz competition at the Cocoa house on February 12, a melting moment at the GTA head office and a visit to a cocoa community on February 13.
The celebration will climax on February 14 with a street float from the GTA head office to the Kwame Nkrumah Memorial Park, where there will be a chocolate feast.
Mrs Kobi added that all regional offices of the GTA were also expected to visit the pediatric units of the regional hospitals to celebrate the day with patients.
The theme for this year’s celebration, which is also in collaboration with Cocoa Processing Company, is on the theme: “Eat chocolate, stay healthy, grow Ghana”, with the sub-theme, “Chocolate for all: taste, share and care”.
Reporting by Stephen Freeman, Accra.
