Original article CEO Africa By Jean Claude Kouagou
Benin is making its entrance into chocolate production, following in the footsteps of Côte d’Ivoire in West Africa. Gounou® is a pioneering brand producing chocolate from Beninese cocoa. While respecting the achievements and contributions of existing brands in the market, it brings originality, authenticity, and new experiences to delight consumers. The brand aspires to win over not only African consumers but also the international market.
With a turnover exceeding $100,000 in 2021 on the Beninese market, Gounou® is aiming to conquer the world using Beninese cocoa. Under the leadership of Moutawakilou GOUNOU, the brand is working to strengthen its presence across the West African market and beyond. Gounou® is expanding its production capacity, focusing on the quality and originality of its products, supported by a young and dynamic team.
President GOUNOU places research and development (R&D) at the heart of the company’s growth strategy, particularly exploring local agricultural raw materials to ensure continuous product improvement. Moutawakilou GOUNOU believes this challenge is well within reach for his company, established in September 2017. Gounou® has already gained strong recognition, securing prestigious Beninese clients such as the Accor Group (including NOVOTEL and IBIS Hotels) and the retail giant Super U (Erevan). Another 150 distributors form part of the company’s portfolio. Outside Benin, Gounou® products are distributed in Togo, France, and will soon be available in Germany and Senegal.
A Marketing Strategy of Conquest
A chocolate bar made from Beninese cocoa – this label, borrowing from the tech industry’s playbook, is enough to pique buyer curiosity. The second flagship product developed by Gounou® is its cashew nut spread, a premium food product. Each link in the production chain plays its role. As a pioneer of Beninese chocolate, the company sources its raw materials from organised women’s cooperatives producing cashew nuts and cocoa. This approach contributes to improving the living conditions of these women.
The company’s achievement lies in its ability to create authentic, original, and highly competitive products that are in high demand. According to President GOUNOU, the cashew nut spread simply did not exist previously. Only NUTELLA, a well-known company based in Italy and France, had developed hazelnut spreads.
“We came up with an authentic product of African and Beninese origin, offering a new experience. We believe the world can be improved by giving people the ability to make different choices and be proud of them,” says Moutawakilou GOUNOU with enthusiasm.
The Gounou® factory is located in Akassato, in the commune of Abomey-Calavi, with a production capacity of over 200 tonnes of chocolate per year.
The company aims to attract long-term financing to elevate this young factory to the ranks of industry giants and bring about an industrial revolution in the agri-food sector, particularly in chocolate and its derivatives. However, it does not overlook short-term financing, which is essential for daily operational investments. Gounou® products are certified by the Beninese Agency for Food Safety and Health (ABSSA). The process of ISO 22000 certification is underway, with the support of the Benin Chamber of Commerce and Industry and EUROCHAM.