Farmerline steps up efforts to increase youth engagement in the cocoa value chain

Ghanaian agribusiness, Farmerline has launched a game which seeks to educate and incentivise Ghanaian youth into partaking in the cocoa value chain. The game introduces an added experience to Farmerline’s CocoaLink mobile application by bridging the divide between learning and having fun. At the same time, it reels in the attention of the younger generation into different aspects of the cocoa value chain, and the opportunities available to them.

The game employs the format of the popular TV show, ‘Who Wants To Be Rich’. The goal of the game is to attain 1,000,000 points by answering 15 questions on cocoa and chocolate. As part of the launch, a quiz competition will run till the 30th of December with winners announced each week based on the total score on the leaderboard at the end of the week. Even though it is open to young people, cocoa and chocolate lovers, the quiz is limited to only players in Ghana.

The Cocoalink app was created by Farmerline in partnership with The Hershey Company and World Cocoa Foundation to train farmers, and encourage Ghanaian youth to be

involved in the Cocoa value chain through interactive digital media contents on the mobile application. With over 5,000 app downloads, users have spent 92,000+ minutes learning best agricultural and business practices on the app, CocoaLink has established itself as a resourceful and timely tool for farmers and extension officers across the country.

Together with partners like the International Center for Tropical Agriculture, the application has been able to contribute to the adoption of Climate Smart agriculture practices through its Cocoa Zones feature.

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