We created Baraka Shea Butter with one purpose in mind: to bring pure, unrefined shea butter to North America and the world in a way that connects and benefits the value chain. From the hardworking women who make it, to the crafters and businesses that produce amazing products with it, all the way to the customers who use those products, everyone should benefit.
We aren’t perfect, but the more we succeed in our purpose, the more impact we have, the more fun we have, the more money we make, and the more support and engagement we receive from all our stakeholders. For us, if we lose sight of our purpose, we truly lose our business.
But, before you think we are some sort of altruistic angels (we aren’t), know that it’s also important for us to build Baraka Shea Butter into a viable and thriving business. Wayne has a long background in global business and a Masters from Stanford Business School. Baraka won’t succeed if we aren’t profitable and create value for our shareholders. Without that there is no impact.
We firmly believe that our approach not only maximizes the impact all along our value chain but that it also gives our business a competitive advantage. And, it makes it a lot more fun for our team and our customers if we know we are making a difference.
To hear directly from the women who make Baraka Shea Butter about how we have worked with them over the years, take the time to watch this video interview with Zenabu Imoru, a leader of the women’s group and the community Chief. It’s a great way to learn more about how Baraka Shea Butter works with women and the community and the Certified Fair Trade designation.
You can also listen to Gifty’s recent interview on CBC’s North by Northwest with Sheryl Mackay.
Thank you for your support, involvement, and being part of the Baraka Community.
Connect on LinkedIn with Wayne and Gifty