Viva&Co Ghana Ltd. is an innovator in Africa’s Small and Medium-sized Enterprises (SMEs) sector, dedicated to crafting exceptional Viva fiberglass bars specifically for the African construction market. With a spirit of innovation, the company showcases the brilliance of African creativity, offering locally produced solutions that align with global standards. In every bar it creates, the company weaves a story of ambition and progress, igniting a new era for the construction industry across the continent.
Mr. Victor Golub, the CEO of Viva&Co Ghana Ltd., revealed that the motivation behind introducing fiberglass reinforcement technology to Africa, particularly in Ghana, stemmed from the boom experienced in the construction sector.
According to him, recognizing the construction sector as a critical engine for development, the company observed the industry’s significant growth in both commercial and residential projects. “People are building… commercial, residential [properties]; a lot of constructions are going on.”
Meanwhile, he indicated that technological advancements are essential for sustained development, and through research, they recognized the need for new materials to support the booming construction industry in Ghana and Africa as a whole.
Upon analyzing the available construction materials in Ghana, they noticed a significant gap in the market for innovative products like fiberglass reinforcement. “And recognizing that it’s a big gap, we observed this is something that we can bring, not just bring, like a regular import, which will not add any value, but this is something that we can bring with regards to incentive to the development of the country. And that’s how we introduced it. We saw a lot of the prospects, a lot of the potentials of this particular technology.”
Ghana’s Political Stability, Consideration for Viva&Co Ghana Ltd. Establishment
Viva&Co Ghana Ltd. was established in Ghana, according to the CEO, due to the country’s safety, stability, and remarkable annual growth. Mindful of Ghana being a developing market bursting with potential, makes it an ideal location for the company’s operations. The company sees Ghana not just as its main market, but as a strategic hub for expanding its reach across the entire continent.
“We consider Ghana as a kind of an entry point. [It is] good, safe and economically wise, efficient entry point where we can establish, produce made-in-Ghana products and then distribute it around the continent.”
Meanwhile, the company hopes to expand its reach to other African countries while maintaining Ghana as a major production hub. Mindful of this technology originating from Europe, it has been modified to suit the African environment, evolving into what can now be considered as “African technology made for Africans”.
The company’s CEO stressed that Africa needs homegrown innovations, and Viva&Co Ghana Ltd. is showing that it is possible to bring new, innovative solutions to the continent and transform them to suit the continent’s environment. As such, he encouraged other foreign entrepreneurs to be bold to take risk in introducing new technologies to Africa, as the market holds immense potential for success.
Importance of Viva Fiberglass Bars in The Construction Sector
Viva fiberglass bars is a modern alternative to conventional concrete reinforcement, specifically substituting traditional iron rods. According to the CEO, one of the main advantages of Viva fiberglass bars is its resistance to rust, giving it a lifespan of over 100 years, which ensures long-term structural integrity.
But that’s not all! This material is seven times lighter than steel, making it easier to handle and more cost-effective in terms of transportation. In short, Viva fiberglass bar is not just a smart choice; it’s a game-changer that keeps projects on solid ground while saving both time and money.
Despite its lightweight nature, Viva fiberglass bar outperforms iron rods when it comes to tensile strength, offering engineers a wealth of advantages in their designs. The superior tensile strength allows for more flexibility in design and usage, while maintaining structural durability. Overall, the combination of rust resistance, lightweight properties, and high tensile strength make Viva fiberglass bar a valuable innovation for the construction industry. It not only enhances practicality but also delivers significant economic benefits, paving the way for innovative and cost-effective building solutions.
“So, technical wise, it is stronger than steel with this parameter. Then another very important point which comes to the client side is that, this material is much more affordable. We are trying to make sure that this material will be cheaper than steel, and our main benchmark is minimum, 30% cheaper.
“So, this material is supposed to be 30% cheaper if you’re using it instead of the iron rods. We are not saying that ‘throw’ your iron rods out; No! We are [just] saying the main applications for this material is the horizontal applications, meaning your slabs because of the tensile strength. That’s the best way and that’s what we are promoting.”
Also, Viva&Co Ghana Ltd. in its operations relies on American Concrete Institution (ACI) standards, which were identically adopted in Ghana. This implies not only in designing according to ACI standards but also manufacturing goods using ACI guidelines.
Constituents of the Fiberglass Reinforcement
Mr. Golub consequently highlighted the constituents of the fiberglass reinforcement. He explained that its remarkable rust-resistance stems from its unique composition— entirely free of steel. Scientifically known as Glass Fiber Reinforced Polymer (GFRP) bar, the main component of the GFRP bar is “direct roving”, a collection of specialized glass filaments, distinct from regular glass used in everyday products like bottles.
In addition to the glass filaments, the GFRP bar is made by combining three specific chemicals in precise ratios, which contribute to the material’s durability. Sand is also added to enhance the bonding properties when the bar is embedded in concrete. This combination of glass filaments, chemicals, and sand create a robust material that not only resists rust but also provides superior bonding strength in concrete structures, making it a valuable alternative to traditional steel reinforcement.
Highlighting the different types of bars that Viva&Co Ghana Ltd. produces, the CEO noted that, “Overall, there exists around four types of the bars. They include: glass fiber, carbon fiber, basalt and Aramide. So, these are the four types that exist currently… There also are some special ones, like bamboo fibers and the other stuffs, but they are too experimental.”
In view of this, he noted that the company currently focuses on producing Glass Fiber Reinforced Polymer bars because it offers the best balance between manufacturing costs and selling prices, making it a cost-efficient alternative to traditional iron rods. The company aims to provide top-quality products that are also affordable to clients, ensuring that the price difference with traditional materials isn’t too high, which could discourage adoption.
Another reason to consider to opt for GFRP bars is its special properties, such as being unaffected by magnetic fields and its non-conductive nature. These attributes make it ideal for use in environments like hospitals, particularly the MRI rooms, and the airports, where electromagnetic interference is a concern.
The Uniqueness of Using GFRP
While Glass Fiber Reinforced Polymer (GFRP) bars boast of several advantages, it is not a perfect solution. GFRP bars only serve as an alternative, rather than a complete replacement for iron rods. Therefore, advocating for a hybrid use approach that harnesses the strengths of both materials, is the best option.
GFRP bar has notable benefits such as being rust-resistant, lighter, cheaper, and stronger in certain parameters like tensile strength. However, it also has limitations, particularly in compression and shear strength, where it does not perform well as steel.
The hybrid use approach involves using iron rods for elements like columns and the Viva fiberglass bars for slabs. Since Viva fiberglass bars are seven times lighter than steel, it can make structures lighter and offer design flexibility, potentially allowing clients to add additional floors or save on concrete costs. This approach balances the strengths of both materials, maximizing the benefits of Viva fiberglass bars while reducing its limitations.
“Sometimes, clients ask us: ‘is it possible to break?’ And I say yes, of course, it’s possible to break. Everything is possible to break. Even steel is possible to break. The most important thing, if we are talking scientifically, is that you always have to understand what purpose it’s serving, right? So, which forces or what parameters [are] supposed to be enough to break it? So yes, if you add more force, it will break.”
Add-On Services Viva&Co Ghana Ltd. Renders to its Clients
The company’s primary aim is to deliver innovative solutions that enable clients in their construction endeavors. Beyond simply manufacturing and selling Viva fiberglass bars, the company collaborates closely with engineering and design firms, ensuring clients can confidently embrace this cutting-edge technology.
For instance, if a client is interested in Viva fiberglass bars but uncertain due to its newness, the company offers free redesigns of the client’s structure using Viva fiberglass bars. The company’s engineers work hand in hand with the client’s team to ensure the structural integrity, safety, and other essential parameters are met.
Using Viva fiberglass bars, the client experiences economic respite. Once the redesign is wrapped up, the company presents a cost comparison between traditional iron rods and Viva fiberglass bars, often revealing how the latter can lead to significant savings. Even after the materials are delivered, the company remains actively involved, addressing any further concerns that may arise.
This all-inclusive approach ensures that clients not only receive a premium product but also enjoy steadfast support throughout their projects. “So, we are not positioning ourselves as people that when we need you, we’ll do everything for you, but when we supply, [we] forget about you; No! That’s not our approach. After [sales], we also send our steel benders, our technical personnel, maybe some of our engineers, whatsoever is needed to site in order to offer some trainings with [the use of] this material.”
Viva&Co Ghana Ltd. is dedicated to making construction easier for both homeowners and property developers by providing key advantages like anti-rust properties, cost savings, and lightweight materials. These benefits cater to both clients and contractors. Clients enjoy a more durable structure at a lower cost compared to traditional iron rods, while contractors benefit from the lighter weight of the materials, enabling faster and more efficient construction. This not only cuts labor costs but also boosts profit margins, making it a win-win for everyone involved.
Significant Projects Undertaken by Viva&Co Ghana Ltd.
The company has undertaken several key projects in the country by successfully using Viva fiberglass bars, as part of the development process of these major projects.
“First of all, I would like to mention the Pokuase interchange. This, I think is the second biggest interchange in Africa, where this [innovative technology] was used. We are very grateful to the consultant, ING. Kwabena Bempong. He’s one of the greatest engineers in Ghana… Also, the Viva fiberglass Bars were used in the Tema port expansion project; it’s the second phase of the MPS (Marine Port Services). I would like to mention also that our product was successfully used in the construction of Legon Stadium– the stadium which hosted the African games just recently.”
Also Viva fiberglass bars has been used in smaller projects, like in real estate industry and other projects.
Challenges Confronting Viva&Co Ghana Ltd.
Mindful of Ghana’s SME market as a “very fast-growing” sector, however, it’s encumbered by challenges.
Considering the company’s operations in the SME sector and introducing a new technology to the construction industry, its main challenge is hinged on penetrating this innovative technology to the market. Despite offering a groundbreaking solution, its unfamiliarity has made it difficult for the company to reach customers effectively. It can be observed that competition from iron rod manufacturers is “drowning” the company’s message, hindering its ability to penetrate the industry, in this information-rich 21st century. However, these two players (iron rod manufacturers and GFRP bar manufacturers) must view themselves as partners and not as competitors.
Aside market penetration challenge, the current economic environment poses a difficulty of “trying to be socially responsible… trying to support the communities”. Also, considering the newness of this innovative technology and now trying to penetrate the construction sector, it’s not been easy for the company in weathering the storm with the workers– some of whom have been with the company since 2017.
“They didn’t leave us alone. Although we had a lot of complications, we had a lot of the challenges, but no, they are there because they believe in us, and we believe in them, and we’re grateful to them for their support.”
Access to capital, a major constraint to the growth of SMEs, especially for companies in their early stages where survival in the first three to five years is crucial, is also a significant challenge to the company. While the company has managed to overcome this hurdle, the CEO acknowledged that securing financial support, particularly from banks, can be difficult due to strict terms and conditions.
As such, he underscored the need for banks to adopt a more risk-taking approach, especially when working with clients who are introducing innovative solutions that can enhance overall development and strengthen the value chain. While banks are known to be conservative in nature and take cautious stance, there’s a need for them to understand that businesses inherently involve taking risk.
Addressing the tendency of Viva&Co Ghana Ltd. monopolizing the market, the CEO emphatically stated that the company is not aiming to monopolize the market, despite being the only player. As a matter of fact, being the leader in the fiberglass market, the company’s market share in the larger reinforcement market is insignificant.
As such, the company aims to maintain a 30% savings benchmark for clients, emphasizing that business is more than just profit— it’s also about development, social responsibility, and environmental impact. Thus, “This technology is environmentally friendly unlike in the production of steel which produces heavy pollutions and this is a big problem”.
With regards to the prospects, “… they are a lot. Not only in Ghana, but the African market because the construction sector is a developing sector. It is one of the leading sectors.” As such, the company remains optimistic about the future, believing the construction sector in Ghana and across Africa holds great opportunities for it.
AfCTA, Boosting Operations of Viva&Co Ghana Ltd.
The CEO of Viva&Co Ghana Ltd. celebrated the African Continental Free Trade Agreement (AfCFTA) as a pivotal initiative for the continent’s future, filled with limitless potential. He warmly praised the Ghana National Coordination Office for its passionate commitment to showcasing Ghanaian products across Africa.
According to him, this office has been instrumental in Viva&Co Ghana Ltd.’s exciting expansion, especially in East Africa, helping the company reach new and vibrant markets. He acknowledged the support the company has received in its expansion process.
“AfCTA gives you a chance to actually enjoy one common market whereby you are not having the issues of import duties, or a lot of headaches when clearing your goods. So, it’s a huge boost overall, which can extremely support all the SMEs, and actually we are engaging. Therefore, we are hoping that all of the other SME players will participate. I think so far, it’s around 54 countries which have joined the initiative. And this happens to be the biggest free trade agreement in the world. You have access to so many markets. So, you can grow.”
While the AfCFTA brings a wealth of opportunities, it is saddled with logistical hurdles as a major stumbling block. The crux of the issue lies in the inefficient transport links between African nations, making it tough for businesses to hold their own in the marketplace. For example, shipping goods from Ghana to East Africa can take up to 70 days— twice as long as it takes to ship from China.
Moreover, many African countries lack direct shipping routes, often forcing containers to detour through Europe before reaching their final destination. This fragmented intra-African trade connectivity hampers businesses’ ability to meet project timelines and remain competitive. As such, addressing these logistical challenges is essential for the AfCFTA to truly unlock its potential for African enterprises.
It is important to appreciate that intra-African trade is vital for the continent’s future development, particularly in the context of the AfCFTA. Addressing this logistical issue, an ambitious transport channel planned to connect Angola to Tanzania, which aims to bridge trade between the West and East Coasts of Africa, is ongoing.
Despite these challenges, there’s optimism that solutions will be discovered to make the AfCFTA worthwhile. In the grand scheme of things, the future looks bright for African trade. As these logistical improvements unfold, Viva&Co Ghana Ltd. is determined to expand its footprint across the continent, with the goal of establishing subsidiaries in every African country while keeping Ghana as its primary manufacturing hub.
Short to Medium Term Aspirations
Currently, the company’s primary focus moving forward is the continued growth and advancement of its technology, including the development of higher-quality materials and potentially introducing new types of materials. On the business expansion front, the company is on the hunt for export opportunities and forging strategic partnerships, particularly with an eye on establishing a robust presence in East Africa.
The goal is not to only enter these markets but to maintain a lasting and significant foothold, possibly through the opening of subsidiaries in the region. “So at least, I think we are looking for five, six countries to develop within next 5 to 10 years.”
Call To The Government
The CEO of Viva&Co Ghana Ltd. painted a vivid picture of the significant challenges posed by the swift depreciation of the Ghanaian cedi, which significantly impacts the business due to its reliance on imported raw materials purchased in American dollars. He urged the government to take action on this critical issue, explaining that currency fluctuations complicate financial planning and operations, as costs soar unpredictably.
He also highlighted how the economic climate affects the company’s employees, making it increasingly difficult to maintain fair salaries amid rising inflation. As such, the CEO underscored the importance of supporting employees, as their well-being is essential for sustaining production. In his heartfelt appeal, he expressed hope that the government will tackle the cedi’s depreciation. “We hope, actually, that government will be able to deal with it.”