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Market Development and Capacity Building for Shea Butter Producers

Market Development and Capacity Building for Shea Butter Producers. Rahama Wright, President Shea Yeleen. Shea Yeleen ’ s Mission.

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Market Development and Capacity Building for Shea Butter Producers

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  1. Market Development and Capacity Building for Shea Butter Producers Rahama Wright, President Shea Yeleen

  2. Shea Yeleen’s Mission Promote sustainable economic development and empower women in rural West Africa through organizing and training women-owned cooperatives to produce, market, and sell high quality shea butter; and educate U.S consumers about natural body care products and fair trade.

  3. Organizational Overview • 2005 – Founded Shea Yeleen International (501c3) after Peace Corps service in Mali • 2011 – Established Shea Yeleen Health & Beauty (LLC) as for-profit arm of SYI • Focus – Cooperatives in Northern Ghana & Mali • Strategy – Provide market access for shea butter products made by women • Goal – Train, employ, and generate living-wage for over 5,000 women

  4. Why Shea Butter? • Vitamin A • Helps to… • Reduce Wrinkles • Improve Acne • Treat Eczema & Psoriasis • Heal Wounds • Vitamin F • Helps Fight… • Free Radicals • Skin ailments Stimulates Collagen Restores Skin Elasticity Nourishes Deeply Relieves dry skin Cinnamic-Acid Esters Provides Sun Protection • Vitamin E • Offers… • UV Protection • Anti-Oxidants • Anti-Pollution Triterpene Esters With Anti-Inflammatory Properties

  5. Capacity Building Organize Women’s Cooperatives Train in Quality Standards Create Value-Added Products Develop Market Linkages Act as a Bridge

  6. Consumer Education 2011 Smithsonian Folklife Festival • Presented Our Story to 7,000 Visitors • Sold Over $30,000 of Products in Less than 10 Days • Opportunity for producers to see market opportunities

  7. Helping Women-Owned Cooperatives to Increase Income Commitment to Impact A New Life for Gladys: + 133% Income Increase after collaborating with Shea Yeleen • Gladys P. • From Northern Ghana • Supports Six Dependents • Before Earned $30/month • Now Earns $70/month 3 YEAR SHEA YELEEN™ GOAL: 4x INCREASE IN INCOME

  8. Partnerships Proud Member of… • Promote Social, Economic, and Environmental Sustainability through Mission-Driven Products • Promote Entrepreneurship Among People under 35 • Ensure Producers Earn Fair Wages • Support Environmental Sustainability • Ensure Healthy Working Conditions

  9. Lessons Learned • Be Patient • Value Your Network • Know Your Product • Take Risks • Do Something You Love

  10. Looking Ahead Expand distribution of skincare line via national retail outlets Establish offices in Ghana and DC Recruit new board members and officers Distribute products in African market

  11. Thank You

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