Ghana - Startup under 3 years old

Describe your project or startup in a few words

MUSHPLUS adds value to nutritious but underutilized food commodities (such as oyster mushrooms). We produce mushroom-fortified (protein-rich) instant noodles and Protein-Care (mushroom-soya mix) to help curb protein-energy malnutrition (PEM) in children.

01.01 Describe your startup in more detail

Protein-energy malnutrition (PEM) is a health burden in Africa. As a silent killer, it leads to 2-in-100 under-five deaths in Ghana, according to the WHO 2022 report. Our market research and stakeholder engagement indicated that PEM is prevalent among children in both rural and urban communities in Ghana.  Therefore, MUSHPLUS envisioned boosting the protein content of the most consumed foods in these two geographical areas to meet the dietary needs of these two categories of children. We produce mushroom-soya mix (Protein-Care), which is ready-to-eat and can also be used as a protein supplement to enrich breakfast meals like porridge and others. This is focused on but not limited to children in rural communities. We also have mushroom-fortified (protein-rich) instant noodles, focused on but not limited to children in urban communities.

01.02 What is the main problem you are trying to solve?

MUSHPLUS provides a solution to protein-energy malnutrition (PEM) through our innovative food products. The FAO, IFAD, UNICEF, WFP, and WHO report on The State of Food Security and Nutrition in the World in 2023 indicates that the world is far “off track” to achieve nutrition security by 2030. With specific mention of the situation in our continent, 281.6 million people are undernourished in Africa, most of whom are children. Despite several efforts made, protein-energy malnutrition (PEM) remains a burden for the continent, and many children suffer from it. According to a 2022 World Health Organization report, PEM contributes to 45% of under-five deaths in Africa. The sad part of the problem is that children with PEM are more susceptible to infections, developmental delays, and chronic health problems. PEM becomes an important issue to tackle, especially when children keep consuming foods that are low in protein and fiber.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

1) From the nutritional analysis conducted at the Department of Food Science and Technology at the Kwame Nkrumah University of Science and Technology (KNUST), our MUSHPLUS protein-care product has 15% more protein than its major competitor (Kokoplus). The MUSHPLUS instant noodle has 30% more protein and 60% more fiber than its major competitor (indomie). 2) Our products are categorized as instant foods that require a few minutes to prepare and eat. 3) Oyster mushroom is our magic ingredient, and its cultivation has become a source of livelihood for over 1,600 smallholder farmers in Ghana. The high perishable nature of the mushroom causes local farmers to lose 80% of their mushrooms when they do not get buyers within two days. So, patronizing our innovative products enables us to buy more mushrooms from these local farmers to contribute to their economic growth, raise their standard of living, and also help avoid the postharvest loss of their mushrooms due to a lack of ready market.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Our primary consumers are children (with their parents/guardians as our customers). Our secondary customers are health-conscious people, students, vegetarians, corporate workers, and instant noodle vendors.

01.05 When was your company established?

2023-05-01

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

3

01.08 Among the other owners, how many are female?

2

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

1) Abigail Sume is serving as the sustainable production lead for MUSHPLUS She has two years of experience in mushroom farming and is also pursuing a BSc. in Agriculture at Kwame Nkrumah University of Science and Technology, KNUST, Ghana. 2) Emmanuella Aryee is serving as the marketing and finance lead for MUSHPLUS. She has three years of working experience in business management and is also pursuing a BSc in business administration at the Kwame Nkrumah University of Science and Technology, KNUST, Ghana. 3) Isaac Assumang is serving as the research and development lead for MUSHPLUS. He has 3 years of experience in research design and implementation and is pursuing an MPhil. in Food Science and Technology at the Kwame Nkrumah University of Science and Technology, KNUST, Ghana.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://youtu.be/apRdl11MMS4?si=ar9zQDOid7glG2Wf

01.11 Which industry best describes your project?

d) Primary commodities (food, drink, household and personal products)

02.01.01 My startup contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification for my startup

In the next 3 years, MUSHPLUS seeks to create employment for 30 production workers, 50 distributors, and 1,620 instant noodle vendors (of which 95% are women)

02.02.01 My startup contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification for my startup

By using innovation to diversify underutilized food commodities (Oyster Mushrooms), MUSHPLUS ensures that food is accessible, safe, and meets the dietary needs of our target consumers. (Particularly children and people in special need)

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

MUSHPLUS produces ready-to-eat and nutritious foods that serve as a good source of protein, intending to combat protein-energy malnutrition among children.

02.04.01 My startup contributes to the Quality education goal

3

02.04.02 Quality education - Justification for my startup

02.05.01 My startup contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification for my startup

As part of the company statutes, 95% of our indirect jobs (instant noodle vendors) will include women. This will maximize the economic capabilities of these women and make them relevant in various communities.

02.06.01 My startup contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification for my startup

02.07.01 My startup contributes to the Affordable and clean energy goal

2

02.07.02 Affordable and clean energy - Justification for my startup

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

Our production capacity requires a huge amount of oyster mushrooms and soya beans, providing a ready market for smallholder farmers and increasing their daily sales.

02.09.01 My startup contributes to the Industry innovation and infrastructure

6

02.09.02 Industry innovation and infrastructure - Justification for my startup

MUSHPLUS is into the industrial application of oyster mushrooms in food product diversification to curb protein-energy malnutrition (PEM). We hope to become the leading contributor to Ghana's food industrial economy.

02.10.01 My startup contributes to the Reduced inequalities goal

4

02.10.02 Reduced inequalities - Justification for my startup

02.11.01 My startup contributes to the Sustainable cities and communities goal

2

02.11.02 Sustainable cities and communities - Justification for my startup

02.12.01 My startup contributes to the Responsible consumption and production goal

4

02.12.02 Responsible consumption and production - Justification for my startup

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

MUSHPLUS is helping to curb the postharvest loss of oyster mushrooms, which is a highly perishable commodity. The more we buy from mushroom farmers, the more they recycle organic waste into a substrate for their cultivation. This reduces carbon footprint, protects the climate, and contributes greatly to planetary health.

02.14.01 My startup contributes to the Life below water goal

2

02.14.02 Life below water - Justification for my startup

02.15.01 My startup contributes to the Life on land goal

1 - Strongly Disagree

02.15.02 Life on land - Justification for my startup

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

2

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification for my startup

We believe in system thinking, so we are working closely with Kwame Nkrumah University of Science and Technology (KNUST), Kosmos Innovation Center (KIC), Mushroom Growers, and Exporters Association of Ghana (MUGREAG), Food and Drugs Authority (FDA), and REECO PACK to succeed in our journey of impact.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

6

06.02 The product/service represents an entirely new type of product/service.

3

06.03 The product/service could be described as a new technology.

3

06.04 The product/service is an improvement on an existing product or service.

7 - Strongly Agree

06.05 The product/service could be described as an extension of a range of products or services.

7 - Strongly Agree

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

06.07 The product/service is a new version of an old product/service.

6

06.08 Justification for my startup

1) Instant noodles are already in existence globally,, but we have developed a more nutritious variant (higher in protein, fiber, and minerals (like zinc, calcium, potassium, and magnesium) through the incorporation of oyster mushrooms. 2) There are protein supplements for breakfast meals like Kokoplus, milk, etc., but we have been able to produce a more affordable but highly proteinaceous alternative from local food materials like soybeans and oyster mushrooms to meet the daily protein requirement of the ever-growing population, especially in the rural communities of Ghana and beyond.

06.09 Competitive Analysis

1) From the nutritional analysis conducted at the Department of Food Science and Technology at the Kwame Nkrumah University of Science and Technology (KNUST), our MUSHPLUS protein-care product has 15% more protein than its major competitor (Kokoplus). The MUSHPLUS instant noodle has 30% more protein and 60% more fiber than its major competitor (indomie). 2) Our products have local raw materials incorporated (oyster mushrooms) unlike our main competitor (indomie) that depends highly on imported wheat flour. 3) Our instant noodle contains no controversial additives like monosodium glutamate (which has health implications after continuous consumption) 4) Our products are in biodegradable (environmentally friendly) paper packages, unlike our competitors, who use plastic pouches for packaging.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

On January 13 and 14, 2024, I organized soap production and entrepreneurship training for over 60 women in my rural community called Tepa-Mabang in the Ashanti region of Ghana. Kindly check out the evidence via: https://www.linkedin.com/posts/anokye-joseph-the-innovator_africandevelopment-youth-impact-activity-7156609852042051584-ASgR?utm_source=share&utm_medium=member_ios