Goldstar Air To Globalize 8 Ghanaian Traditional Products

World-class airline Goldstar Air, a Ghanaian and United States registered company, the wings of Ghana and the belly of America with its 24-hour service will globalize eight (8) Ghanaian traditional products to enhance market access and improve Ghana’s economy.

The eight Ghanaian products that the airline will globalize with partners are Ghana’s Golden Tree chocolate Bar, Peebles and drink, Ghanaian Gold Ornaments, Kente traditional cloth, Ghanaian textile (Kaba), Ghanaian music, Ghanaian movies (Ghallywood), Ghanaian festivals and Ghanaian local beads. These products are capable of creating over two (2) million job opportunities for Ghanaians.

Goldstar Air believes that this synergistic partnership with other stakeholders will break barriers, increase brand awareness and market knowledge about Ghana, facilitate trade and investment, and encourage economic growth, making the country pay its debts, bail itself from IMF debt restructuring, and economic powerhouse in Africa and beyond.

The airline’s 24-hour strategic service will serve as a gateway to the world for Ghanaian products. The innovative approach will inspire and benefit future generations, drive productivity, revitalize the economy, and reduce unemployment, as Goldstar Air is ready to take off in 2025.

Goldstar Air’s promotion of these eight products is eight ways of alleviating Ghana from her economic woes and the initiative will contribute to the prosperity of the citizenry and improve their lives as well. This is very essential to make them unequivocally vital in the life of every Ghanaian to have a good standard of living or their economic independence.

Ghana is the host country for the Africa Continental Free Trade Area (AfCFTA), therefore Goldstar Air’s operations from Ghana will create a continent-wide market embracing fifty-four (54) countries with over 1.3 billion people and a combined GDP of $3.4 trillion.

Ghana has a significant opportunity to assert itself on the global economic stage and can capitalize on the opportunity presented by the Africa Continental Free Trade Area, with a staggering Forty-four (44) million Small and Medium-sized Enterprises (SMEs) across Africa.

Improving and maintaining Ghana on the world trade map will require the operations of Goldstar Air, the Wings of Ghana, and Belly of America’s 24-hour service which has the

potential to act as a powerful ambassador to help local products gain international recognition.

Ghana faced a surge in public debt due to fiscal measures taken in response to external shocks, which resulted in losing access to international financial markets. This led to debt distress, dwindling international reserves, and escalating inflation. To tackle these challenges, Ghana implemented substantial macroeconomic policy adjustments, including comprehensive debt restructuring and fiscal consolidation.

The government’s program is supported by an IMF Extended Credit Facility, approved in May 2023 for approximately $3 billion, and by the World Bank’s Development Policy Operations.

United States Ambassador to Ghana Virginia Palmer, delivering the keynote speech at a Thanksgiving dinner and awards night at the Labadi Beach Hotel in Accra, Ghana on Saturday 16th November 2024 to mark the American Chamber of Commerce’s (AMCHAM) 35thh anniversary stated that both the private sector in Ghana and international investors are looking for stability to make more investments. Real reforms need to take place to bring stability.

This will keep foreign investments here and attract new ones,

Ambassador Virginia Palmer also urged the country’s next administration to be responsible stewards of the public purse, encouraging its leaders to employ utmost transparency with regard to concluding tenders, projects, and concessions. According to her, real transparency will build public trust and investor confidence while ensuring the best value for taxpayers.

Ghanaian companies must have a strong corporate governance culture, especially among state-owned enterprises (SOE), which is very crucial in safeguarding the nation’s economic stability and ensuring it does not regress into unsustainable debt levels. Good governance is first and foremost, a means to improve development outcomes. Indeed, at the macro level, numerous studies show a direct link between well-governed private and public institutions and better social outcomes.

Any asset that is not bringing anything is considered a liability because, while technically an asset (something you own), it does not generate any positive income or value, essentially acting like a drain on your finances, like a debt you need to pay off, meaning it is more of a burden than a benefit.

The Gross Domestic Product (GDP) in Ghana was worth 76.37 billion US dollars in 2023, according to official data from the World Bank. The GDP value of Ghana represents 0.07 percent of the world economy.

The gross domestic product (GDP) measures of national income and output of a given country’s economy. The gross domestic product (GDP) is equal to the total expenditures for all final goods and services produced within the country in a stipulated period.

Goldstar Air is awaiting a Safety Certificate (Air Operator’s Certificate) from the Ghana Civil Aviation Authority when their new Certification Team has been put together to take the airline through the remaining Phases.m

The airline will start operations immediately after the aircraft inspection and issuance of the Safety Certificate from the Ghana Civil Aviation Authority for scheduled and nonscheduled flights to West Africa and Intercontinental. Goldstar Air aims to revolutionize Ghana’s aviation industry and beyond and set new standards for safety, comfort, reliability, and on-time departures.

According to the Chairman and Chief Executive Officer of Goldstar Air Eric Bannerman, the airline’s 24-hour service aims to help Ghana towards creating a dynamic and diversified economy, greener job opportunities, for a more resilient and inclusive society and to accelerate the country’s economic growth by leveraging the eight traditional products to stimulate increased trade volume, investment, and business activities in the country. Goldstar Air’s initiative to promote these eight Ghanaian products is a significant step towards enhancing global recognition and appreciation of Ghana’s rich cultural heritage. By showcasing these treasures on international flights and in global markets,

Goldstar Air will help bring Ghanaian products to the world stage, fostering cultural pride and economic growth, and is also urging Ghanaians far and near to patronize and project Ghana-made products to boost indigenous businesses, promote job creation, and propel national growth.

The airline will collaborate with duty-free shops at airports to create attractive displays and sampling opportunities showcasing Ghanaian products. Ensuring that these product displays are prominently placed to capture the attention of travelers to purchase authentic Ghanaian products as souvenirs, further spreading awareness and appreciation.

Show videos that highlight the country’s products, their origins, and the craftsmanship involved in their production. This will educate and intrigue passengers about the products. Offer samples of local products for passengers to try, encouraging them to make a purchase. The airline will encourage passengers to share their experiences and reviews of local products on social media, creating buzz and generating interest.

Goldstar Air will play a crucial role in the Ghanaian economy by connecting countries and facilitating the movement of people and goods. Beyond its primary function, the airline will also be a powerful ambassador for a country’s products, Engage with the

Ghanaian diaspora to promote the country’s products and create market opportunities in their respective countries. Encourage diaspora investment in local businesses to boost production and marketing efforts.

With the looming Ghana’s debt stock of GHS 761.2 billion, representing 75.7 percent of the country’s Gross Domestic Product (GDP), by July 2024. Compared to last year’s period, the debt stock was at GHS 587.7 billion, representing 70.3 percent of GDP. This information was contained in the latest summary of Economic and Financial Data of the Bank of Ghana released in September 2024, with mostly 8-hour economy then the country must move to the 24-hour economy to be able to create more job opportunities.

Goldstar Air, Ghana’s economic tool has the potential to unlock the current economic crisis and reduce the high inflationary rate facing the country. The airline will create well-paying sustainable job opportunities for Ghanaians. Giving confidence in the economy the airline is the key driver of business expansion and sustainable job growth.

Ghana, a vibrant and culturally rich nation in West Africa, boasts a wide array of unique products that have the potential to captivate global markets. From exquisite textiles and handcrafted jewelry to rich cocoa products and traditional art, Ghanaian products encapsulate the country’s heritage and creativity.

The country must paradigm shift in the management, extraction, and exporting of its natural resources in their raw form and focus on value-addition to attract more revenue and address the issue of dependency on foreign nations for its sustenance if Ghana desires to assert the country’s sovereignty.

Ghana’s Golden Tree Chocolate drink and bar is a beloved product of Ghana Cocoa Board, known for its rich, smooth texture and authentic cocoa flavor. The chocolate drink and bars, made from premium Ghanaian cocoa beans, are a testament to the country’s status as one of the world’s largest cocoa producers. By promoting these products on international flights and in global markets, Goldstar Air will introduce the world to the exquisite taste of Ghanaian chocolate. Expanding global markets will increase demand and prices, benefiting local farmers and the economy.

Goldstar Air is set to help transform Ghana’s cocoa industry to increase the country’s gross domestic product (GDP). The airline aims to partner with local processing companies to ensure that a significant portion of Ghana’s cocoa beans are processed locally into cocoa powder for export and local consumption.

The airline is committed to assisting and boosting the cocoa industry by making Golden Tree Chocolates a brand identity. Hot chocolate drinks and one compulsory chocolate bar as a dessert and souvenir will be served on board all our aircraft, generating more value, taste, brand, and revenue for the country.

The global chocolate industry is worth over One hundred and fifty billion dollars ($150B) and is expected to exceed One hundred and eighty billion dollars ($180B) by 2026, but the two leading West African producers of cocoa, including Ghana, receive less than $6 billion of this value. Therefore, the airline aims to foster collaboration with cocoa industry experts for chocolate manufacturing processes to produce more for export.

Goldstar Air’s effortless initiative to serve on board the finest premiere tasted Ghana’s Golden Tree chocolate, will automatically place value on the product and be in high demand in all duty-free shops worldwide. This will allow the product to tap more into the over One hundred and fifty billion dollars (150B) chocolate thresholds globally.

Ghana is famously known as the “Gold Coast,” and its gold ornaments are a symbol of its rich heritage and craftsmanship. These intricately designed pieces reflect centuries of tradition and artistry. Goldstar Air will showcase Ghanaian gold ornaments, emphasizing their cultural significance and exquisite beauty, thus attracting global interest from jewelry enthusiasts and collectors. Ghana is a leading gold producer. Globalizing gold exports can attract foreign investment and create jobs in mining and related industries.

Ghanaian Gold ornaments are central to Asante identity, spirituality, and economic stability in Ghana. They are symbols of power and prestige and are worn by the Asantehene, and high-ranking court officials, and used to decorate the royal throne. Gold ornaments are also used in sacred rites and ceremonial occasions.

Gold regalia: Includes state swords, ceremonial caps, and amulets. The gold headpiece is known as the “krononkye” and this piece was worn by royalty when grieving. The gold pendant was created using the lost wax casting technique. Sankuo is a small gold ornament in the shape of a lute harp. An Eagle ornament is an ornament in the form of an eagle. Gold ornaments are often decorated with figurative motifs such as birds, fish, and fruit. The decoration can be read by those familiar with the visual lexicon, and the ornaments are invested with the spirits of former Asante kings. In recent years, there have been several returns of gold ornaments to Ghana from museums and art collections around the world.

The World Gold Council’s Third Quarter (Q3) 2024 Gold Demand Trends report reveals a historic milestone for the global gold market, with total demand reaching over $100 billion for the first time.

The Kente Traditional Cloth is one of Ghana’s most recognizable cultural symbols. Woven with vibrant colors and intricate patterns, each Kente design carries a unique meaning and history. By promoting Kente cloth on a global stage, Goldstar Air will celebrate Ghanaian heritage and encourage appreciation for this beautiful traditional fabric.

Ghanaian handicrafts, such as Kente cloth and traditional pottery, are unique and culturally significant. Promoting these products globally can preserve cultural heritage and generate income for artisans.

Kente traditional cloth is a vibrant, intricately woven fabric symbolizing African heritage and identity, and has global value in many ways. The cloth is a representation of West African history, philosophy, ethics, and more. It is a national symbol of Ghana, where it originated, and is worn for special occasions.

The Kente cloth is a symbol of Pan-Africanism and is worn by people of African descent as a symbol of pride and identity and is popular in the global fashion industry and can be found in clothing, accessories, and home decor. Graduates often wear Kente stoles at commencement ceremonies as a symbol of academic achievement and cultural pride. For displaced Africans and their descendants, Kente cloth symbolizes unity with their ancestors and overcoming struggles.

Ghanaian Textile Kaba refers to traditional Ghanaian attire made from colorful and vibrant textiles. These fabrics are known for their durability and beautiful patterns. By highlighting Ghanaian textiles, Goldstar Air aims to bring attention to the craftsmanship and cultural significance of Kaba, inspiring fashion designers and enthusiasts around the world.

Kaba is the Ghanaian term used for the top half of the common traditional attire the Kaba and Slit; which comprises the long wrap skirt called the slit (sleet) and the matching blouse the Kaba. An African equivalent of the Western tailored Top and Skirt. This customary African fashion dress is a very symbolic outfit in Ghanaian society as it is strongly associated with the ladies, especially the older folks. African prints are used for Kaba and slit dresses.

The kaba is a culturally accepted form of dress in Ghana and a dynamic part of Ghanaian fashion, responding to local and international trends. It is associated with modesty and chastity, and some say it is a symbol of being Ghanaian. The kaba can be made from a variety of fabrics, including kente cloth, which is strip-woven with gold, blue, red, and green yarns. The kaba can feature wax print designs, machine embroidery, or other decorative elements. The kaba can be worn with a matching headwrap.

The airline’s 24-hour service will assist Ghanaian fashion designers to be a major contributor to the local economy and excel in the flourishing global fashion industry. The fashion industry is a multi-billion-dollar global industry devoted to making and selling clothes. The airline will showcase Ghanaian clothing on board with its traditional attire to international audiences. Globally, the fashion market is valued at $3 trillion, so a concerted approach by stakeholders in the country will rake in foreign exchange and will position Ghana as a country recognized for its fashion design powers.

Ghanaian music is rich and diverse, encompassing genres such as Highlife, Hiplife, Afrobeats, and traditional drumming. Goldstar Air will promote Ghanaian music by featuring it on in-flight entertainment systems and collaborating with international music platforms. This initiative will introduce global audiences to the energetic rhythms and soulful melodies of Ghanaian music.

Goldstar Air with its 24-hour service is projecting a fleet of more than one hundred (100) modern aircraft to a network of more than ninety (90) key business and leisure destinations, which will be a massive investment and game changer to the Ghanaian music and movie industry for sustainable economic development in the country.

The global in-flight entertainment (IFE) market size is expected to grow 9.1% from 2002 to 2028, it was valued at $6.01 billion in 2022 and is projected to reach $9.46 billion by 2028.

Ghana’s movie and music industry can benefit from the global in-flight entertainment market demand, which is influenced by the rising number of air passengers globally, including Kumawood movies, and the airline will arrange international events for them. This is part of the airline job drive, creating over two million direct and indirect jobs.

The Ghanaian film industry, known as Ghallywood, produces a variety of engaging and culturally significant movies. By promoting these films through in-flight entertainment and international film festivals, Goldstar Air will provide a platform for Ghanaian filmmakers to reach a wider audience and gain global recognition for their creative works.

Kumawood old movies, old highlife music, and Ghanaian gospel music will be part of our entertainment on board our aircraft so passengers can have a variety of movies and music videos to watch and listen to. This initiative will enormously benefit the producers by making extra money on their abandoned work after many years of production and the airline will also honor the living legends.

The largest international airlines sometimes pay more than $90,000 for a license to show one movie over two or three months. These airlines usually feature up to 100 movies at once, whereas 20 years ago they would have only 10 or 12. In the United States, airlines pay a flat fee every time a movie is watched by a passenger. Some airlines spend up to $20 million per year on content.

Ghana is renowned for its vibrant festivals, which are deeply rooted in cultural and historical traditions. Festivals such as the Homowo, Aboakyer, and Chale Wote Street Art Festivals showcase Ghana’s rich heritage through music, dance, and art. Goldstar Air will promote these festivals to attract international tourists, fostering cultural exchange and boosting tourism.

Inflight promotions and special deals will be available for all festivals in Ghana, such as December in Ghana, Beyond the Return, Homowo, Akwasidae, Aboakyer, Fetu Afahye, Asafotufiam, Hogbetsotso, Chale Wote, Bakatue, Panafest, Kundum, Foo, Kpini Chugu, Kajoji, Ngmayem, Akwantukese, Odwira, Kwafie, and others.

Additionally, many packages will include extras like free breakfast, airport transfers, upgrading your accommodations, and the option to customize your trip by adding services, which can help make your trip even more affordable according to your preferences and budget. These added features contribute to a worry-free vacation where all you need to do is sit back, relax, and enjoy every moment of your trip.

Travel partnerships are a powerful way to boost airline revenue, offer more value to customers, and often achieve greater impact when we work together. By collaborating with other travel-related businesses, such as hotels, car rental companies, tour operators, and travel agencies, the airline will create attractive packages, cross-sell products, and leverage marketing opportunities.

The airline’s vision is to maximize the potential of travel partnerships; therefore, it will be important to choose the right partners who share our vision, values, and standards. Negotiations will be very clear and concise, with roles, responsibilities, and expectations defined. We will communicate the benefits and features of the partnership to customers to add value to their travel experience.

Local beads in Ghana are not only beautiful but also carry cultural and historical significance. Made from materials like glass, clay, and precious stones, these beads are used in traditional ceremonies and as fashion accessories. By promoting Ghanaian local beads, Goldstar Air will highlight intricate craftsmanship and cultural importance, appealing to global fashion markets and collectors.

Cultural beads are also popular in fashion and jewelry design. They are prized for their unique beauty and cultural significance and are used to create stunning and eye-catching pieces of jewelry and clothing. As a result, many people use these beads as a way to connect with their heritage and to express their cultural identity.

Ghanaian local beads are a fascinating and integral part of the country’s rich cultural heritage. Beads have been used in Ghana for thousands of years and serve as a symbol of tradition, heritage, and cultural identity. From traditional dance to fashion and jewelry, the cultural beads play an important role in the daily lives of Ghanaian people.

Beads in Ghanaian culture are primarily considered items of decoration. However, they are also important tools for communication, used to express ideas, messages, and symbolism through the language of color.

The beads are crafted with various ingenious designs and patterns and are often given some special meaning and symbolism. Notable amongst these symbols are the Adinkra symbols.

Mr. Bannerman emphasized that Ghanaian products will have immense potential to gain global recognition through concerted efforts in quality improvement, branding, marketing, market access, government support, cultural diplomacy, and strategic partnerships which Goldstar Air is committed to. By leveraging these strategies, Ghana can showcase its unique products to the world, fostering economic growth and cultural exchange. As global consumers become more discerning and appreciative of authentic and high-quality products, the time is ripe for Ghana to take its place on the global stage.

Goldstar Air has a unique position to act as an ambassador for a country’s products, using its extensive reach and influence to promote them to international audiences. Through in-flight experiences, duty-free sales, strategic partnerships, cargo services, and digital marketing, the airline will help local products gain global recognition and acceptance. This not only supports local industries but also enriches the travel experience for passengers, creating a win-win situation for all parties involved.

Goldstar Air will be leveraging its unique position as a bridge between Ghana and the world, effectively marketing Ghanaian products through in-flight promotions and airport displays. By doing so, Ghanaian product manufacturers will significantly boost foreign exchange earnings for their companies and the country.

The airline will establish innovation hubs and centers of excellence to support the development of new products and improve existing ones. Implement and enforce strict quality standards to ensure that local products meet international benchmarks, building trust and credibility with global consumers.

Goldstar Air will partner with renowned Ghanaian brands to create co-branded products and exclusive collections that can be sold through the airline’s channels.

Joint Marketing-Run joint marketing campaigns with local businesses, offering discounts on Ghanaian products with the purchase of flight tickets or loyalty points.

Goldstar Air, together with other stakeholders will create a powerful platform for promoting a country’s products on the global stage. Through strategic marketing, supportive policies, collaborative efforts, and a focus on innovation and quality, the airline will help local products gain the recognition they deserve. This not only boosts the country’s economy but also fosters cultural exchange and appreciation, enhancing the country’s global standing.

The airline will assist producers in enhancing quality product standards and adopt best practices in manufacturing and agriculture to ensure high-quality products that meet international standards. Obtain relevant certifications such as Fair Trade, Organic, and ISO standards to build trust and credibility with international consumers and to gain access to new markets.

Goldstar Air has worked on a framework to build the Tamale Cargo Village at the Tamale International Airport (TML). The building of the cargo village will allow direct exports from the region to international markets.

The cargo project aims to breach the north-south gap and to transform and reposition Ghana as an Aviation Hub to facilitate trade and regional integration. The project is also to galvanize investment and growth across the north of Ghana and manufacturing companies can move in because they can get their products easily to any destination in the world.

The development of air cargo villages at major airports in Ghana is expected to help the country in its aim to become a transshipment hub for air cargo. Major and non-major airports in most countries have cargo terminals.

Countries such as Hong Kong, the United Arab Emirates, and Singapore over the years have emerged as major transshipment hubs for air cargo aided by the efficiency in cargo handling with simplified custom processes, value-added services, and connectivity.

The Northern Region, renowned for its agricultural and economic activities, stands to benefit from the cargo village’s strategic location within the Sahelian belt. The region also known as the food basket of Ghana is expected to facilitate access for local agricultural produce to international markets and the airline catering department.

Northern Ghana contributes up to 80% of the Ghana food basket for the local and international markets, comprising major crops like yam, groundnuts, millet, cassava, maize, sorghum, rice, beans, and others, while livestock species produced cattle, sheep, goats, poultry, and pigs, as the Goldstar Air is looking forward to contributing to raising it to over 90%.

Fresh fruits and vegetables are becoming more and more popular year-round, and transportation of perishable goods is in high demand. Tamale International Airport will have a shorter travel time to most international destinations and with controlled temperature, will make it the preferred airport for transporting perishable goods by air, the means of shipping. The airport is a major hub for air cargo for the exportation of agricultural produce.

Goldstar Air will leverage the airline’s global network to help exporters reach new markets and expand their international presence. The airline will develop programs that support local exporters, offering them competitive rates and tailored logistics solutions.

Provide efficient and reliable cargo services to facilitate the export of Ghanaian products to international markets. Develop export processing zones with the necessary infrastructure and facilities to support the production and export of local products. Invest in efficient logistics and supply chain infrastructure to ensure that local products can be transported quickly and reliably to global markets.

The government must implement policies and incentives that encourage and support local producers to export their products to adapt to international market demands. Collaborate with investors to develop infrastructure such as export processing zones, quality control labs, and trade facilitation centers to support export activities.

From the Volta, Ho Industrial Zone viability will be an economic generator for the region. Hajj flights to and from the Kingdom of Saudi Arabia and charter flights will also open more doors for the Volta region.

From the Northwestern corner of Ghana, Wa will be experiencing charter flights from the rural and smaller communities connecting global cities which will help businesses in the area expand and attract new companies. Also, Hajj flights to and from the Kingdom of Saudi Arabia.

From the Mother of all regions, Tamale will serve as a pivotal hub for our airline’s maintenance base, cargo, and training school and plans are underway to operate international flights to and from the Sahel region and Hajj flights to and from the Kingdom of Saudi Arabia.

From the Garden City Kumasi, the airline will initially operate flights to Rome, Madrid, Hamburg, London, Dusseldorf, Milan, and Hajj flights to and from the Kingdom of Saudi Arabia.

Also from the Capital city Accra, flights shall include destinations such as Washington, Dubai, Lagos, Toronto, Monrovia, Conakry, Abidjan, Guangzhou, Dakar, Banjul, Rhode Island, London, Freetown, and pending cities such as Miami-Florida, Atlanta-Georgia, Chicago-Illinois, Glasgow-Scotland, Houston-Texas and many more.