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Submitted by Alaffia

The success of a Tumwater, Washington fair trade natural body products company, Alaffia, is being showcased as a model for social enterprises internationally. Officials from 17 U.S. government agencies, trade and commerce ministers from 38 African nations and private industry leaders and will hear from Alaffia founders Olowo-n’djo Tchala and Prairie Rose Hyde at a summit in Lomé, Togo August 7-10

Alaffia Tchala
Alaffia founder Olowo-n’djo Tchala. Photo courtesy: Alaffia

The summit is held annually under the mandate of the African Growth and Opportunity Act (AGOA), a U.S. congressional act promoting trade between the US and Africa signed into law in 2000. Tchala and Hyde will deliver a number of high-profile addresses to summit attendees.

“Alaffia was founded on the bedrock belief that private enterprise alleviates poverty,” said Tchala who serves at Alaffia’s CEO. Equally important is Alaffia’s business model which is based on Fair trade.  “Alaffia’s embrace of fair trade principles has created employment opportunities and supported self-sufficiency — even prosperity — for villagers in Africa, and Americans in Washington state.”

Alaffia employs more than 120 employees at its headquarters and manufacturing facility in Tumwater. In Togo and Ghana, Alaffia directly employs 750 women and, indirectly, more than 11,000 contractors who supply shea nuts, grass and baskets.

In Washington, the result is 284 direct, indirect and induced jobs that are generating an impressive $41 million in economic activity, according to data from the Thurston Economic Development Council.

Alaffia
Alaffia directly employs women in Togo and Ghana, giving them a sustainable livelihood. Photo courtesy: Alaffia

Even more dramatic has been the positive impact on women in villages in Togo. “Alaffia’s cooperatives are women-led,” said Hyde. “Women are empowered with a sustainable livelihood. In addition Alaffia returns a portion of its profits to fund vital community investments like maternal health, school building, bicycles to support girls’ access to education and reforestation that protects the natural assets women in Togo rely on.”

Alaffia’s fair trade business model has made its products attractive to retailers like Whole Foods Market, a major market player in the natural products industry, who is presenting its ethical business model in partnership with Alaffia at the AGOA summit this week.

Alaffia
Alaffia creates a wide variety fair trade natural body products. Photo courtesy: Alaffia

“There is strong and growing demand in the U.S. for socially responsible products,” said Tchala. “Fair trade principles not only address our inherent desire to treat fellow human beings with dignity and respect, it has become an imperative market differentiator that meets the demands of discerning American consumers.”

Recent market research indicates that 64% of American consumers made socially responsible purchase decisions in the past year. Thirty-one percent plan to spend more on such products in the coming year. And 26% did not purchase goods and services because the company was not socially responsible.

Alaffia Hyde
Alaffia founder Prairie Rose Hyde. Photo courtesy: Alaffia

Tchala and Hyde emphasized that barriers can be significant for women entrepreneurs, but the investment of governments and private funders is proving worthwhile. The Alaffia model allows for value-added production in Togo and Ghana that provides higher earnings for women producers.

Along the way, women entrepreneurs need technical training and support in identifying and adapting to American market trends, understanding how and when to scale up and how to maintain market position through relevant innovation to ensure the customer keeps coming back.

“Improving the condition of women and children is at the forefront of all we do at Alaffia,” said Tchala. “We are honored, and humbled, to be able to share our success story with such a broad audience of government and private sector leaders from all over the world. We hope this will help others enjoy the benefits of lessons we have learned.”

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