Understanding the perceptions of traceability systems in the cocoa supply chain :a case of Ghana

Abstract

Markets for agricultural commodities are characterised by high volumes of homogeneous goods, low unit value and high information asymmetries. As a result, transparency systems, such as traceability, are increasingly required in the international food commodity trade as producers and traders make efforts to differentiate their goods on the basis of quality. In its simplest terms, traceability refers to the ability to trace and track the sources of food and food inputs in supply chains. Researchers and supply chain participants, specifically in the cocoa sector of Ghana, have different perceptions of traceability systems. To explore this issue, a qualitative multiple case study research design was used to understand actors’ perception of traceability systems in Ghana’s cocoa supply chain. Behavioural theories, technology and innovation diffusion theories, and decision-making theories were used as the theoretical frameworks to examine the differences in perception of traceability systems in the Ghana cocoa supply chain. A semi-structured interview guide was used to study 14 cases of farmers, middlemen, cocoa processors and regulators in the cocoa sector of Ghana. The research found differences in the perception of traceability systems among the different segments of the supply chain with respect to meanings of the term ‘traceability’, its perceived usefulness, actors’ intention to adopt systems and motivations to implement traceability systems. The study found that the extra income in the form of traceability premiums, and the relationships that result from implementing traceability systems, are the two most important motivation factors. Based on these results, the study has contributed to agribusiness policy and literature.