DUBAI, UAE – 10th July, 2025 — TradeSocial, the innovative trade platform led by CEO Kacem Nasri, announces its strategic partnership with Asili Coffee, led by CEO John Francois, to invigorate Ghana’s burgeoning coffee industry and support sustainable agricultural practices.
While Ghana has long been synonymous with cocoa, the history of coffee cultivation stretches back to the early 1900s. Adverse global market conditions in the 1980s led many farmers to abandon coffee, but uneven cocoa harvests in recent years have motivated a return to this valuable crop. Asili Coffee, founded in 2015, aims to redefine Ghanaian coffee by adding value from within.
"Simply growing the raw material without integrating local consumption or external exportation underutilizes the true economic potential of our coffee crop," stated Francois.
In 2019, Asili Coffee initiated a pilot incubator program in collaboration with the Ghana Cocoa Board, the Ghana Coffee Federation, and the International Trade Centre. This initiative was aimed at de-risking coffee farming, drawing new participants into the industry.
Francois noted, "This is a coalition of multiple stakeholders working together. Our incubator program provides seedlings and covers every stage from farming to processing and packaging. This integrated approach offers tangible credibility to the farmers, encouraging their full engagement in the value chain."
Through its partnership with Asili Coffee, TradeSocial aims to utilize its extensive trade platform to amplify Asili Coffee's reach globally, opening doors to new markets and fostering sustainable methodologies such as agroforestry.
"We believe in reinforcing local economies and globally shared prosperity, especially for homegrown enterprises," said Kacem Nasri. "TradeSocial was made for brands like Asili Coffee, and our hope is to open real doors for them to grow their production. We want to do our bit in extending the reach of Ghana’s amazing coffee both at home and around the world, and we couldn’t be prouder of the progress Asili Coffee has made already”.
Francois is dedicated to further empowering a sustainable coffee industry, "We don’t need to harm our environment to thrive. By implementing agroforestry techniques and consulting with technical experts, we aim to maintain and improve the green canopy as we cultivate."
This partnership signifies a step forward for Ghana’s coffee industry, promoting sustainable practices while expanding global market access, creating lasting economic benefits for local communities.
About TradeSocial
Founded by Kacem Nasri, TradeSocial is more than just a trade technology platform – it's a mission to democratize access to international markets for businesses of all sizes. Driven by principles of transparency, efficiency, and inclusivity, the company offers cutting-edge tools and extensive networks that simplify trade across over 50 markets worldwide. By uniquely blending policy expertise with technological innovation, TradeSocial is set to redefine the landscape of global commerce, placing Africa at the heart of this transformative journey.
About Asili Coffee
Founded in 2015 by John Francois, Asili Coffee is driven by a powerful mission to break the cycle of cyclical poverty in Akuapem and beyond. Through contract farming and the democratization of quality coffee, we empower local farmers and communities, directly addressing critical SDGs such as ending poverty, zero hunger, quality education, decent work, and promoting land preservation. Asili Coffee aims to create a resilient, transparent, and high-quality coffee value chain, from seed to cup.
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