Beyond the Frames: Lydia Aményaglo's Journey to Cultivating Change in Ghana Through Cocoa, Culture, and Purpose

 

Lydia Kekeli Amenyaglo is a Ghanaian-German creative and branding strategist reshaping African food narratives through bold campaigns, storytelling, and unapologetic pride in what’s local. As Creative Director of Ghana Food Movement and founder of plentyplenty.africa, she blends her background in fashion, PR, and marketing with deep cultural roots to build movements—not just brands. Raised between worlds and shaped by questions of identity, family remains her anchor and food her language of belonging. From regenerative cocoa to rethinking Ghana’s food future, Lydia is here to reclaim value, shift mindsets, and make local irresistible. 

Let's learn more about Lydia's journey in pursuing and combining her passions to make a powerful impact in Ghana (and beyond) in this month's Beyond the Frames feature.

1. Let's begin with how it all started. Tell us a little bit about your childhood and about one of your favorite memories growing up.

I was born in '88, the oldest of three. Our last name basically means "there's a problem—we need to fix it," which I think says a lot about how I see the world. Always trying to figure things out, stay curious, and come up with solutions.

My mum is German, and my dad’s Ghanaian—Ewe, to be specific. We didn’t grow up with much, but honestly, I’m not mad about it. My parents were super inventive. My mum used to be a seamstress for the opera, so I think that’s where my love for fashion and aesthetics comes from. And my dad? He built everything himself. Like, literally everything. He never bought stuff—he just found a way to make it.

One of my favorite memories growing up was that we didn’t have a TV, so every week my mum would take us to the library, and we’d spend the whole day there. It was such a highlight. All the librarians knew and loved us, and we’d just get lost in the books. At one point I actually held the record for most books checked out in a year—around 1,200. Looking back, I’m so grateful to my mum for that. I think that’s really what sparked my imagination and my love for storytelling.

 

2. Was there ever a turning point for you with pivoting from employee to business owner? Tell us more about that moment. What sparked the change if so?

Since I was about 13, I had this strong feeling that I wanted to save the world. I got involved with NGOs working with survivors of sexual abuse and modern-day slavery—stuff that, to me, felt like the absolute worst things humans can do to each other. I really believed I could help make a change.

At the same time, I always had this other part of me that loved creativity—especially fashion. So I had these two big passions: one for making a difference and one for expressing myself creatively. At some point in my teens, I realised I wanted to bring those two things together. I didn’t just want to work for someone else; I wanted to build something that combined both sides.

So when I was applying for university, I actually wasn’t super excited about the subject I was going to study. But the university had a course specifically on social enterprise—back then, that was still pretty rare. That course is what really gave me the spark. I knew I wanted to build a business that created jobs for women who had survived trafficking, so they could live with dignity. The project I started was called Amenyaglo.

 

3. Talk to us about your family business plentyplenty.africa as well as the Ghana Food Movement. How did they get started and what has been their impact so far on you and the communities they serve?

plentyplenty.africa really started in early 2020, when I took a trip through parts of Africa and ended up on my dad’s cocoa farm in Krabokese in Ghana. I’d been there before, but this time it hit different. I was seeing it with new eyes—thinking about identity, the land, the untapped potential of cocoa, and what it means to create something that actually gives back.

That moment made me want to reconnect with my roots and do something more meaningful. So I left Europe and moved to Ghana. That’s how plentyplenty.africa was born. It’s a regenerative cocoa farm and creative studio where we explore cocoa beyond just chocolate. We’re looking at the whole fruit—its pulp, pod, leaves, even the stems—and how we can turn that into new products: drinks, materials, body care, you name it. It’s about rethinking cocoa, and building value that stays here in Ghana. We're still in the early stages, but for me, it's already become a space of experimentation, storytelling, and possibility.

When I first moved here though, I didn’t know many people who were on a similar path. I felt a bit alone with this big vision—until I found the Ghana Food Movement. Back then it was just a small group of passionate people meeting in each other’s homes, talking about food systems and dreaming big. And honestly, I’m still in awe of how much we’ve actually made happen since then.

We’ve built a proper home—a food education hub. We’ve hosted countless events celebrating local ingredients, run five editions of our Youth in Food Program, trained and connected amazing young Ghanaians to real opportunities, and sent chefs across the world to represent Ghana’s food system. We’ve been booked by embassies, we host market tours, cooking classes, food safaris … and there’s so much more in the pipeline. I’m honestly just really excited for what’s still to come.

 

4. Your work is aligned with making big changes in Ghana in its industries such as food & agriculture, one small step at a time. It involves shifting mindsets, changing processes and raising awareness in these sectors on a local, regional and international level. What skills would you recommend others have to start making big changes like this of their own?

For me, it’s more about mindset than skillset. If your mind is set on doing something, you’ll find a way to learn what you need. That said, if I could go back, I’d definitely invest earlier in building strong habits, especially morning and evening routines. Things like not grabbing your phone first thing, taking a moment to pray or meditate, journaling, moving your body, eating something nourishing… those are the things that help keep you grounded when the work gets overwhelming. When something becomes a habit, it stops being a task – and that’s powerful.

Of course, there are some practical skills that really help, like being on top of your finances, learning how to network in a genuine way, knowing how to prioritize your time, and recognizing what parts of your work actually move the needle  – so you don’t get lost in the small stuff.

But honestly, most of it starts with just showing up. And not being afraid to begin before you feel “ready.”  You’re never ready for what you have to do. Just start, that makes you ready.

5. Who/what were some of your influences growing up?

One of the biggest influences growing up was my high school teacher, Frau Süverkrüp. What a woman. I was always a top student—had the best grades in the whole school for four years straight—but she didn’t just see the grades, she really saw me. She pushed me, challenged me, and believed in my potential before I fully did. I’ll never forget that.

Another big influence was this book I got on Christmas Eve at church—it was about Gladys Aylward. She was constantly told she couldn’t do something, and she just kept doing it anyway. There’s this scene where she has to lead a group of orphans across a bridge, and it’s blocked by a herd of buffalo. And she just... starts pushing them back. I remember thinking, wow—this woman’s faith, her determination, her refusal to back down despite everything—really hit me. I could relate to that feeling of being met with resistance but doing it anyway. That story stuck with me.

 

6. When you encounter challenges in your business and life, who or what do you turn to for inspiration to keep you going?

Honestly, I’m someone who really needs silence when things get tough. Just being still and staring at nature helps me a lot. Most of the challenges I face – especially in business – are tied to this constant feeling of being rushed. And I’ve started to really question that. I think rush is one of the more dangerous byproducts of our time. It makes us unaware, disconnected.

So when I hit a wall, I try to slow down completely. Just sit with myself, breathe, and notice what’s around me. That pause helps me reconnect with what actually matters, and usually, that alone shifts my perspective enough to keep going.

7. How do you choose to celebrate your wins, big or small, when they occur in your work?

I have a bit of a habit of just moving on to the next thing without really pausing to celebrate. For example, when I recently won the Global Citizen award, I came back and life just… kept going. No big moment, no reflection – it was like, “cool,” and then back to work.

But I’ve realised I want to change that. So I decided to celebrate it in a way that feels very me: by doing what I love: gathering my friends for a big feast. I love hosting brunches, opening up my apartment, cooking, laughing together… That, to me, is a celebration.

In general though, I’m actually much better at celebrating other people’s wins. I’m a big fan of highlighting the small stuff and cheering my coworkers on. It brings me so much joy to see people around me thrive and feel seen.

 

8. Where do you see yourself and your business in the next 10 years?

In 10 years, I see plentyplenty.africa as a brand that’s known and celebrated across the continent—rooted in real communities, with spaces that are more than just stores. Places where people connect, create, and feel proud of what’s local and possible.

Personally, I imagine myself living in a very simple, minimalist home – something peaceful, artistic, full of light. A place that calms my mind and inspires me daily.

And yes, I do see family in that picture. I really want kids. But I also know I work a lot, and at some point, I’ll have to let go of certain things to make space for that. I think that’ll be a beautiful shift—hard, but necessary. And worth it.

9. What advice would you give to up-and-coming entrepreneurs working to make a lasting impact on their communities?

One piece of advice I always come back to is: include people. I’ve seen so many NGOs and well-meaning projects in Ghana come in and do what they thought was best—without really understanding the local context or involving the people who are directly affected. And honestly, it’s damaging. It creates this dynamic that feels like a continuation of colonial patterns—this subtle (or not so subtle) message of “you can’t do it without us.”

If you want to create something meaningful and lasting, you have to root it in the community. Include people in the process—not just as beneficiaries, but as co-creators. And even in the moments when full inclusion isn’t possible, at the very least make people feel like they’re seen, heard, and respected. Because when people feel used or sidelined, it breaks trust—and once that’s broken, it’s hard to rebuild.

So yes, bring your vision, your drive—but make space for the people you’re working with. That’s where real impact happens.

10. How can people connect with you to learn more about your work?

1. Follow me on Instagram @lydi_pydi, @pletnyplenty.africa and @ghanafoodmovement

2. Connect with me on Linkedin: Lydia Kekeli Amenyaglo

3. And also the old-fashioned way, send an email to lydia@ghanafoodmovement.com

My website is loading and will be online end of July www.plentyplenty.africa