Joyce Asamoah, based in Awoshie, is the owner of “Joyah,” a business that focuses on processing coconut into various products. She produces bottled coconut water, coconut milk, coconut toffee, coconut cake, and even uses the coconut husk to create coco fiber for farming.
She holds a bachelor’s degree in Early Childhood Education. Joyce explained that although she once worked as a teacher, she soon realized that teaching was not her passion. She later worked in an office but discovered that waking up early for office work also didn’t suit her. When COVID-19 hit, she began looking for something practical to do, and that was when entrepreneurship found her. During the pandemic, she started producing hand sanitizers and liquid soap, and eventually her interest shifted fully to coconut processing.
In her interview with DJ Nyaami on SVTV Africa’s Business Link, Joyce shared that she has no regrets choosing business. According to her, if she were to die and come back to life, she would still choose to run a business in Ghana because the opportunities are endless for those willing to push hard. She doesn’t own land but hires spaces to operate, and she works closely with people who collect her coconut shells to produce coco peat.
Joyce once hired a single mother and tried her best to support her, but the woman later became disrespectful and even stole her chain. She had started the woman on an 800 cedis salary and later increased it to 1,500 cedis. Despite such setbacks, Joyce remains committed to her work. She proudly says that everything about her revolves around coconut—it is both her business and her passion.
She currently employs more workers, and because they expect their salaries daily, managing the business demands a lot from her. Many times, after her workers close for the day and leave, she remains at the workplace. At dawn, suppliers bring in coconuts, and she meets them herself, washes the coconuts, and prepares everything before her workers arrive.
Alongside running her business, Joyce also works in a government sector. She believes strongly in having multiple streams of income. According to her, a teacher’s salary alone is not enough to build a house or give your children a good education unless you add a side hustle. She insists that even a teacher can drive a G-Wagon if they diversify their income.
Joyce received a grant of 30,000 cedis, and she emphasizes that there is money in Ghana—anyone willing to struggle, apply effort, and remain focused can succeed.
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