Ghanaian Shea Brand Seeks Greater Value

Africa is the only place where shea trees grow naturally, yet very little shea butter sold worldwide is processed or branded there. For instance, Nigerian farmers grow nearly 40% of the world’s shea crop, yet account for only a small share of global market value. Valerie Obaze noticed the gap in the early 2000s, so she founded R&R Skincare. Based in Accra, Ghana, the company makes luxury skincare from African ingredients, including shea and baobab, and ships to the US, Canada, and the UK. The goal: capture more value locally. Obaze says competition with foreign buyers makes sourcing difficult, so her firm pays harvesters above-market rates in advance and runs a processing center in northern Ghana. She also funds training for women in the industry, many of whom remain poor despite booming exports.