Sankofa Naturals: A Health and Wellness Odyssey into the Heart of Oceans

Author(s): Imhotep Paul Alagidede¹ Immaculate Simiso Nxumalo²
Imhotep.alagidede@wits.ac.za
2025-12-15 21:30:27

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Abstract

In April 2024, Douglas Kwoyigah, chief executive officer of Ghana’s Heart of Oceans Industries, faced a defining choice. His company, famed for its "Sankofa* Naturals" superfood juices, had outgrown its local success. The vast West African market awaited but so did entrenched multinational competitors. His dilemma was strategic: should he risk a brand-led invasion, championing their authentic African heritage to win consumers’ hearts? Or pursue a pragmatic white-label path, producing for established retailers to gain scale and capital, even if it meant temporarily erasing the very Sankofa brand soul they had worked so hard to build?

Keywords
Organic Fruit Juice; Heart of Oceans; Business Strategy; New Venture Creation; Sankofa Natu ral

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