Ghana - Startup under 3 years old

Describe your project or startup in a few words

Merdeo works as a business-to-business marketplace that connects local farmers directly to urban restaurants through an e-commerce platform and cold solar storage houses to make food more affordable and convenient to access.

01.01 Describe your startup in more detail

Merdeo is a cloud-based platform that streamlines operations for restaurants and food vendors. We provide digital tools for everything from ordering fresh produce to managing inventory. Moreso, we have a storage facility that is leveraging the use of solar energy to preserve the freshness of our produce. Merdeo aggregates produce from farmers to meet the demand of waiting businesses that need this produce.It is our way of reducing the inefficiencies in the supply chain. We identify smallholder farmers between 18- 55 years with crop quantities which other larger buyers may not accept due to small volumes. Once this is done we aggregate from others as well and clean, package and deliver to already collated businesses with demand for this fresh produce through our cloud platform. Produce which are unfit for human consumption are treated and reused to feed livestock thereby promoting a circular economy.

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

According to SNV Netherlands Development Organization, 2023. tomato farmers in Ghana experienced a whopping 37.5% loss in their produce post-harvest. While there are many reasons contributing to Post Harvest Loss (PHL), a more widely known contributor in Ghana is a lack of access to the market, This occurs as a result of many of the producers of these crops living and farming in the hinterlands with limited access to trade centres. Often their roads are poor and they resort to selling to greedy middlemen who price their farm produce at abysmal rates. Many farmers are unable to make decent returns on investment; ultimately leading them to abject poverty. This leaves farmers cultivating for sustenance, reducing their cultivated areas yearly or completely quitting farming. Merdeo's solution extends beyond just operational efficiency; it also addresses broader societal issues such as food waste and economic empowerment.

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

Firstly, our Cold Solar Storage House revolutionizes the way fresh produce is preserved. By harnessing solar energy to power refrigeration units, we're reducing reliance on fossil fuels and minimizing the carbon footprint of food storage. This sustainable approach not only addresses environmental concerns but also ensures the availability of fresh produce in off-grid or remote areas. Secondly, our digital platform streamlines the process of connecting farmers with buyers, eliminating inefficiencies and middlemen in the supply chain. Through user-friendly interfaces and transparent pricing, we're empowering smallholder farmers to access markets and earn fair prices for their produce. Unlike our peers who offer general restaurant management solutions, Merdeo Foods is laser-focused on revolutionizing produce procurement. Our specialized expertise in this niche allows us to deliver unparalleled quality and value to our customers, setting us apart from the competition.

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

First, Merdeo impacts the lives of smallholder farmers, with our first cold solar storage house established in the bustling markets of Accra; we can assure the farmers that we can provide them with market access to improve their livelihoods. Thanks to this climate technology, thousands of farmers can have their crops purchased from Merdeo so they can be able to take care of their family. Currently, smallholder farmers resort to selling to greedy middlemen who price their farm produce at abysmal rates. Many farmers are unable to make decent returns on investments and end up in impoverished state. With restaurants, Merdeo comes in handy as we allow them focus on making delicious meals to delight their customers while we take care of the tedious procurement work. With our digital platform, customers can conveniently order and track their ingredients to their doorstep saving them over 30% of time. Our platform allows our clients to automate their process too, they see every progress made

01.05 When was your company established?

2022-10-14

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?

1

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

Nana is an experienced entrepreneur who has managed a restaurant business and co founded Agriboost a catfish production and distribution business. Nana leads the team as CEO with passion and foresight.Our successes, early recognition and future gains at Merdeo have been through the patience tuition, communication and leadership Nana brings to the team. He has been awarded by the Duke of Edinburgh for his entrepreneurial thought leadership. Charles Kwame Ansong is a seasoned software engineer with over 4 years of experience in web and interactive development. His expertise lies in simplicity elegance-driven design and friendly user interfaces. With a strong track record of successfully working on various web-based projects, Charles brings his wealth of experience as the CTO of Merdeo. Jennifer Mensah is a chartered accountant who helps us with building financial models and excel templates to ensure the success of our unique procurement and warehousing solutions.

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

https://merdeofoods.com/

01.11 Which industry best describes your project?

b) Materials (agriculture, fishing, chemical products, construction materials, containers and packaging, metals and mining, paper and forest products)

02.01.01 My startup contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification for my startup

Merdeo creates direct linkages between smallholder farmers and restaurant businesses, eliminating intermediaries who often take a significant portion of the profits. This ensures that farmers receive fairer prices for their produce, increasing their income and improving their economic stability. Also establishing fair trade practices, Merdeo ensures that farmers are compensated justly for their labor. This helps lift farmers out of poverty by providing them with a sustainable and reliable source of income.

02.02.01 My startup contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification for my startup

Merdeo establishes direct linkages between smallholder farmers and restaurants, ensuring that fresh produce reaches consumers without unnecessary delays or intermediaries. This improves the availability and accessibility of nutritious food in local markets. Moreover, because we are providing effective storage solutions and logistical support, Merdeo helps reduce post-harvest losses. This ensures that more food reaches the market, increasing the overall food supply and enhancing food security.

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

6

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

Merdeo provides training to farmers on sustainable and organic farming practices. These methods not only enhance the nutritional quality of food but also reduce the use of harmful chemicals, contributing to better health outcomes. Again, Merdeo links the farmers directly to markets through our logistics and warehousing solutions. Therefore, by optimizing logistics and storage solutions, Merdeo helps minimize food waste. This ensures that more food reaches consumers, reducing the risk of food insecurity and malnutrition. This is how my startup is helping to contribute to Goal 3 Good Health and Well-Being.

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

Merdeo ensures that women farmers receive fair prices for their produce by connecting them directly to markets. This helps increase their income and economic independence. They are able to tale care of their famillies and children as a result of our collaboration with them. Also, in Ghana, over 60% of restaurant owners are women led and we are supporting these women with operational efficiency through our software inventory management tool.

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

5

02.07.02 Affordable and clean energy - Justification for my startup

Merdeo capitalizes on Green Energy which is the use of Solar Energy to preserve the freshness of the Farm Produce.By harnessing the power of the sun, Merdeo ensures that our energy consumption is both clean and sustainable. Solar energy is a renewable resource that provides a consistent and reliable power supply without the detrimental environmental impact associated with fossil fuels. This shift to solar energy helps us reduce our carbon footprint and supports global efforts to combat climate change.

02.08.01 My startup contributes to the Decent work and economic growth

5

02.08.02 Decent work and economic growth - Justification for my startup

02.09.01 My startup contributes to the Industry innovation and infrastructure

4

02.09.02 Industry innovation and infrastructure - Justification for my startup

02.10.01 My startup contributes to the Reduced inequalities goal

6

02.10.02 Reduced inequalities - Justification for my startup

We are ensuring that farmers are paid fairly for their fresh farm produce and ensuring that these farmers have the right market access to be able to take care of themselves and their loved ones.

02.11.01 My startup contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification for my startup

Merdeo addresses the issue of food wastage by implementing efficient supply chain solutions that ensure surplus produce is redirected to where it is needed most. This not only minimizes waste but also helps feed communities, contributing to food security in urban areas.

02.12.01 My startup contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification for my startup

The Sustainable Development Goals 12 result by 2030 is to substantially reduce waste generation through prevention, reduction, recycling and reuse It also encompasses the u se of goods and services that respond to basic needs and bring a better quality of life Merdeo’s business model connects to this goal in the aspects of prevention and reduction. Through our aggregation model, we are providing a ready market to absorb food crops produced by our affiliate farmers. Having a ready market prevents spoilage or loss of farm produce and means an improved shelf-life with nutrient dense content to guarantee a better health and life for our consumers. Additionally, we are also reducing the volume of crops that would have gone waste. We have not reached all farmers but with our efforts, we are making decent progress and gradually reducing waste in the food system in Ghana.

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

Food wastage is a significant contributor to methane emissions, a potent greenhouse gas. When organic waste decomposes in landfills, it releases methane into the atmosphere. By reducing food wastage through efficient market access, Merdeo helps mitigate this harmful emission. Our streamlined supply chain minimizes the time produce spends in transit, reducing the likelihood of spoilage. By connecting farmers directly with restaurants and food businesses, we expedite the delivery process, ensuring that food is consumed while still fresh.

02.14.01 My startup contributes to the Life below water goal

3

02.14.02 Life below water - Justification for my startup

02.15.01 My startup contributes to the Life on land goal

5

02.15.02 Life on land - Justification for my startup

Merdeo working with farmers is also promoting organic farming practices, we reduce the reliance on chemical pesticides and fertilizers. Organic farming supports a healthier ecosystem, fostering the presence of beneficial insects, birds, and microorganisms that contribute to a balanced environment.

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

3

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

3

02.17.02 Partnerships for the goal - Justification for my startup

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.

6

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

5

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

6

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

5

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

6

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

7 - Strongly Agree

06.08 Justification for my startup

The digital platform serves as a marketplace connecting smallholder farmers directly with buyers, such as restaurants, food businesses, and individuals. This platform utilizes web and mobile applications to facilitate transactions, streamline communication, and provide valuable insights into market demand and supply. Through the platform, farmers can list their available produce, while buyers can browse and purchase items based on their specific needs. This technology enables transparent and efficient trade, empowering farmers to access broader markets and secure fair prices for their goods.

06.09 Competitive Analysis

Merdeo recognizes that we have quite some good number of competitors significantly portraying the viability of the business model. However, notably most of these well renowned companies like Orda and Vendease are competing in the Nigerian markets and with with Vendease announcing their entry into the Ghanaian market further proves there is market viability here. Vendease is a cloud-based procurement platform for restaurants and food businesses. It offers similar services to Merdeo Foods, including sourcing fresh produce and managing inventory. Vendease has established itself as a reliable platform for restaurant procurement, with a user-friendly interface and a wide network of suppliers. However, it may lack the specialized focus on fresh produce that Merdeo Foods offers. There are other fragmented and small players in the Ghanaian market where we are launching, but mostly these smaller companies are into resale of the fresh produce and do not have a ready available e-commerce.

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