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Manasseh Azure Awuni is widely respected in Ghana for his fearless journalism, especially when it comes to exposing questionable use of public funds. One of his longstanding targets is the sanitation contract between the government and the Jospong Group. He has consistently raised concerns about what he sees as unfair management fees and poor treatment of sanitation workers, suggesting that while sweepers earn as little as GHS250, Jospong takes GHS600 per head just for managing them.
It’s a legitimate critique—and one that resonates with many Ghanaians. But buried beneath that criticism is an opportunity Jospong has not fully embraced: building a direct relationship with the people it serves.
Here’s why that matters more now than ever.
When a business serves the public directly—and serves them well—it builds public trust, something more valuable than any government contract. And when the public trusts a brand, they don’t just use it; they defend it.
So while Jospong’s deals with the government may bring in the bigger money, its long-term reputation and sustainability could depend on a solid business-to-customer (B2C) strategy. When customers feel like they’re being treated fairly and getting value, they become brand ambassadors. That kind of loyalty can act as a shield in times of controversy.
Imagine a scenario where Jospong is delivering consistent, reliable, and professional waste collection services to thousands of households across Ghana. Now, imagine that same company comes under public scrutiny. If people know and trust Jospong because it serves them directly, the public conversation shifts. The brand doesn’t have to defend itself—its customers will.
There’s already a demand for such services. Urban communities are growing, and the need for clean, safe, and timely waste disposal is becoming a priority for households. People are ready to pay for solutions that work. It’s similar to how DSTV built its business—through subscription-based services that deliver convenience and value.
Jospong has tried this idea before, and I’ve heard they’re running a similar service in parts of Accra right now. But it’s not widespread enough to build the kind of public trust the company needs, especially now. One reason could be that the service is being offered through a sister company called Alliance Waste.
The issue with using a different company for this is that most people don’t connect Alliance Waste with Zoomlion, which is the Jospong brand everyone knows—and the one at the center of controversy. If Jospong wants to build trust with the public, it’s important to bring the Zoomlion name directly into the business-to-customer model, instead of hiding it behind a brand that many people don’t recognize.
By investing in customer service, logistics, and payment systems, Jospong can build a private market presence that not only earns revenue but also earns goodwill. And importantly, it removes some of the political baggage that comes with government contracts.
To be clear, this doesn’t mean Jospong should walk away from public sector work. But it does mean they should stop putting all their eggs in one basket. Negotiating fairer terms for workers under public contracts is one step. Building a B2C arm that wins hearts and minds is another.
Ironically, Manasseh Azure’s critiques might be the best push Jospong needs to think beyond government contracts—and start focusing on the people.
Because in the end, it’s the people who protect the brands they believe in.
The original article has been rewritten to focus on the public relations angle, which reflects the writer’s initial perspective.
