Fidelity Bank Ghana has strengthened its commitment to youth entrepreneurship with the successful hosting of the third edition of the Orange Market, an initiative designed to create direct market access for emerging businesses.
The event, organised in collaboration with Accra Goods Market, took place at Enclave Gardens and brought together 40 young entrepreneurs who showcased a diverse range of locally produced goods and innovative services.
The Orange Market serves as a high visibility commercial platform where young entrepreneurs can interact directly with consumers, test their business models, and generate immediate revenue. The initiative forms part of the Fidelity Young Entrepreneurship Initiative, which aims to equip young business owners with the tools and opportunities required to grow sustainable enterprises.
By providing a vibrant marketplace environment, the event allowed participating entrepreneurs to move beyond theory and training into real commercial activity. For many of them, it marked an important opportunity to validate their products and services in a competitive market setting.
A Strategic Initiative Under Orange Corners Innovation Fund
The Orange Market is a flagship access to market initiative under the Fidelity Young Entrepreneurship Initiative. It specifically supports beneficiaries of the Orange Corners Innovation Fund, which is implemented in partnership with the Embassy of the Kingdom of the Netherlands in Ghana.
Through this programme, young entrepreneurs receive financial support, training, and mentorship designed to help them build strong and scalable businesses. However, organisers say access to capital alone is not sufficient for startups to thrive.
Speaking on the significance of the initiative, Head of Partnerships, Sustainability and Corporate Social Responsibility at Fidelity Bank, Nana Yaa Afriyie Ofori Koree, emphasised the need to bridge the gap between entrepreneurial training and real market opportunities.
She noted that funding, capacity building, certification and training play a crucial role in the development of startups, but they cannot fully support business growth if entrepreneurs lack access to customers.
According to her, the Orange Market was created specifically to address this challenge by providing a platform where young businesses can sell directly to consumers and gain valuable exposure.
She explained that partnering with established platforms such as the Accra Goods Market gives young entrepreneurs a significant advantage because these platforms already have a strong reputation and a loyal customer base.
“Our goal is to continuously expand this initiative by introducing our entrepreneurs to diverse and high value platforms where they can compete, scale and build resilient brands.”
Nana Yaa Afriyie Ofori Koree
Partnership Driving Entrepreneurial Growth
The collaboration between Fidelity Bank and the Accra Goods Market has proven highly effective in connecting young entrepreneurs with consumers. The Accra Goods Market has spent more than a decade building a strong ecosystem that promotes locally made products and supports Ghanaian businesses.
Founder of the Accra Goods Market, Makafui Ayimey, described the partnership as a powerful example of how corporate institutions and ecosystem builders can work together to support entrepreneurship.
He explained that the Accra Goods Market has always been passionate about creating spaces where local businesses can thrive and engage directly with communities. According to him, working with Fidelity Bank through the Orange Market has been particularly rewarding because the entrepreneurs involved are well structured and prepared for the market.
Ayimey noted that the collaboration demonstrates the potential of partnerships in creating meaningful opportunities for young innovators and business leaders.
He added that when organisations combine resources and expertise, they can create a strong launchpad for the next generation of entrepreneurs in Ghana.
Diverse Businesses Showcase Innovation
The third edition of the Orange Market featured 40 youth led businesses operating across several sectors. These included agribusiness, sustainable fashion, creative arts and technology driven services.
Entrepreneurs used the event to introduce new products, expand their customer base and strengthen their brands. Many of them also used the opportunity to gather feedback from consumers and refine their offerings.
Participants had previously benefited from training and mentorship through the Fidelity Young Entrepreneurship Initiative. The programme provides patient capital, expert guidance and structured business development support designed to help startups navigate the early stages of growth.
The Orange Market complements these efforts by ensuring that entrepreneurs also gain the visibility and sales opportunities needed to generate revenue and build customer loyalty.
Growing Impact Since Launch
Since its introduction in 2024, the Orange Market has experienced rapid growth and increasing participation from young entrepreneurs. The first edition hosted 35 businesses while the second edition featured 20 participants.
The third edition marked the largest gathering so far with 40 youth led businesses participating. This brings the total number of market opportunities created through the initiative to 95 within just two years.
The steady growth of the programme reflects the rising demand for platforms that connect startups with consumers and investors.
Supporting Ghana’s Next Generation of Entrepreneurs
By actively creating opportunities for young entrepreneurs to access markets, Fidelity Bank is expanding its role beyond traditional banking. The institution continues to position itself as a partner that supports the entire entrepreneurial journey from funding and mentorship to market exposure.
Initiatives such as the Orange Market highlight the growing importance of corporate involvement in building a strong entrepreneurial ecosystem in Ghana. As more young innovators emerge across various sectors, platforms that enable them to connect with customers will remain critical for their survival and growth.
Through strategic partnerships and sustained investment in youth entrepreneurship, Fidelity Bank is helping to shape a new generation of resilient Ghanaian businesses that can contribute to economic growth and job creation.
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