A new wave of taste and flavour is hitting Ghana’s kitchens following the ambassadorial partnership between Deedew Spices, produced and manufactured by Bloomway Industries, a food company aiming to elevate everyday meals with its tasty spice blends and celebrated screen icon, Nana Ama McBrown.

Recognizing the vast potential of the nation’s culinary space, the move seeks to not only tantalise taste buds and promote healthy living but also contribute to the country’s booming hospitality industry.

“We know Ghana boasts of an abundance of spices. But we believe everyone deserves to experience the true richness and depth of taste and flavour they offer. That’s why we use only real spice ingredients, carefully sourced and blended to create unique taste profiles that capture the essence of Ghanaian cooking,” Willam Achaempong, Resource and Optimisation [Finance] Manager of the 200-plus-employee-strong company said during a ceremony to formalise the partnership.

He added that the choice of Nana Ama McBrown as its brand ambassador was a demonstration of Deedew Spices’ understanding of the power of community. “This partnership with iconic actress Nana Ama McBrown, a household name synonymous with warmth, authenticity, and culinary expertise not only strengthens Deedew’s connection to our roots but also leverages McBrown’s extensive audience and influence to reach a wider audience and celebrate the cultural significance of food,” he added.

This comes as Ghana’s food sector is projected to grow at an annual rate of 8.4 percent between 2024 and 2028. This surge is driven by several factors, including a growing middle class with an appetite for new flavours, a tourism industry hungry for authentic experiences, and a global fascination with African cuisine.

“Deedew Spices will capitalise on this trend by offering a convenient, tasty and flavorful way to explore the depths of Ghanaian cuisine, both at home and abroad,” Mr. Acheampong added.

On her part, Nana Ama McBrown said the strategic partnership was not a rushed one but had been years in the offing. She added that being mindful of her position and range of influence, she approached partnerships with extra caution. She was selective, ensuring collaborations aligned with her values and maintained her professional image but more importantly, consumer well-being and was confident that Deedew Spices had ticked all the right boxes.

“I’m thrilled to be partnering with Deedew Spices. Food is more than just sustenance; it’s a way to connect with our culture and share moments of joy with loved ones. Deedew’s dedication to using natural ingredients and capturing the true essence of Ghanaian flavors and taste resonates deeply with me,” she said, adding that emphasis will be placed on healthy eating during the campaign.

Touching on the potential impact for tourism she also said, “Imagine tourists returning home not just with souvenirs, but also with the ability to recreate authentic Ghanaian dishes in their kitchens, fueled by Deedew’s vibrant spice blends.”

Nana Ama McBrown’s association with Deedew goes beyond simply lending her name. She will be actively involved in promoting the brand through various initiatives, including social media campaigns, recipe demonstrations, and even exclusive collaborations. Patrons can expect to see the icon showcasing her culinary skills using Deedew spices, offering viewers a glimpse into her personal favorites and kitchen tips.

Deedew currently offers various distinct blends: Stew, Jollof, Curry, Noodles, and All-Purpose, available in multiple sizes to cater to individual and family needs, with a particular emphasis on commercial scale food vendors. Each blend is meticulously crafted to complement specific dishes, ensuring an explosion of flavour in every bite.