Whole Story

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How Alaffia Helps Women and Children in West Africa

Congratulations to giveaway winner Denise C. from New Hampshire! Thanks to everyone who entered - we loved hearing what Alaffia's products and story mean to you!   Olowo-n’djo Tchala is the Founder and Director of Alaffia. As one of our Whole Trade® vendors he is committed to making sure employees and suppliers receive better wages and working conditions. In addition, Alaffia gives back in so many ways to the African community in Togo. In appreciation for our customers’ support of Alaffia’s mission, Olowo-n’djo is giving away a beautiful gift basket filled with Alaffia’s Everyday Shea products.

Read on to find out how to enter.

Year after year, I have become even more confident that through the support of our retailers and customers in the US, not only is Alaffia able to produce quality skincare products, but it is also possible to lead our West African communities out of poverty. In my Whole Story blog post last year, I shared the steps that we’re taking in Togo to help reduce poverty and bring about gender equality. Now, after returning from a six week visit home to Togo, I am pleased to share the progress that’s been made and and the activities that we participated in while there.

New Coconut Cooperative Due to the success of our EveryDay Shea bodycare products and the increasing need for coconut oil for our soaps, we decided to build a new coconut cooperative and form a collective of women to work at this cooperative. This project brought back great memories of when I started our Sokodé shea butter cooperative eight years ago. I remember the doubt in the women’s eyes, and I saw similar uncertainty in the new coconut collective members.

I believe that in the months to come, this doubt will be transformed to pride and empowerment just as it has for the women of the shea butter cooperative. Our new coconut cooperative officially opened the first week of March and provides work for over 200 women.

Distributing Bicycles and Helping Teachers The bikes that we shipped last fall arrived in Togo during our visit, and after the bikes cleared customs and arrived in Sokodé, my wife Rose and I participated in bicycle distributions in four villages. The village of Kpalafoulassi stood out as it is a struggling community made up of subsistence farmers.

The nearest secondary school is 7 km from Kpalafoulassi, and high school students (above grade 11) must go 17 km. Regardless of these difficulties, Kpalafoulassi manages to send an impressive number of students to higher grades. These bicycles help these dedicated students get to school.

Furthermore, while Kpalafoulassi does have a primary school, it only has three classrooms for its six classes. And, since the Togo government pays for only two teachers, the villagers pay for a third "volunteer" teacher, who is paid only $11 a month to teach two grades.

Since this is obviously not a living wage, the teacher, Mr. Djannou had to supplement his income by farming – even during the school year. As part of our education projects, Alaffia has decided to sponsor this teacher by paying his full salary, $76 each month, for one year. In return, Mr. Djannou will devote his whole time to teaching.

Building a School For the first time, Alaffia has commissioned and constructed a secondary school. We built this school in Kouloumi, a village located 40 kilometers from our Sokodé shea butter cooperative. Although Kouloumi is located on a main road and has a population of 3,000, there is no electricity or running water. While the Togo government provided Kouloumi with a secondary school director and teachers, it did not provide them with the school building. Six years ago, the villagers constructed a simple building to hold the classes, but it did not have walls or a good roofing system, and when it rained, the water poured into the school, and students were often sent home.

Also, because the school is on the outskirts of the village, snakes and other animals constantly entered the building, causing interruptions and making learning difficult. For the past three years, Alaffia has been providing Kouloumi with desks, and during our 2010 visit to the school, their headmaster, Mr. Ganiyou, asked for help building a school in order to reduce the dropout rate and improve the learning experience for his students.

Although Alaffia had not undertaken such a large project for one village before, I replied that I would do everything I could to build Kouloumi a school. Construction began in March 2011, and was fully completed by December 15. The inauguration day was emotional, where the village chief, government representatives and students all expressed their joy and many words of thanks.

Women’s Health Community Project For many years, I have lived with an unpleasant image in my mind of witnessing my older half-sister undergoing excision (female circumcision) when I was six years old. At the time I was asked to bring bowls of warm water back and forth from the kitchen to the room where the excision was taking place.

Ever since, there is not a day that goes by that I don’t think of the pain my sister must have gone through. Fast forward to December 2010, when my youngest sister, Ibada, was finalizing her studies to become a midwife. She was stationed at a small clinic in Kabou, about 85 kilometers from Sokodé, and told me that the most difficult part of her training in Kabou was delivering babies from women who have undergone excision.

The pain these women go through to birth their children is indescribable, and unfortunately, they make up the majority of women who die during childbirth. At the time of our discussion, I told Ibada that we would launch a new project aimed at aiding these women during pregnancy and childbirth and also a community education program to reduce excision all together. Recently, Ibada joined Alaffia as our new Community Projects Coordinator, and we began this project. Alaffia obtained authorization to take charge of full medical care for 300 excised pregnant women during 2012.

This means that Alaffia will not only pay for all medical cost if there are complications, but will also coordinate between the women and the clinic so that transportation is available to bring the women to larger hospitals if complicated surgeries are needed.

This project will be one of the most sensitive and difficult that we have ever taken on, as it is a very socially sensitive and medically challenging topic. According to Mamatou Kegbao, the Head Midwife of Kabou, 1 in every 10 women who come to her clinic for maternal care has undergone excision, but most women who have undergone this procedure do not ever come to the clinic. This compounds this issue, since it means Alaffia staff will have to visit their homes to encourage them to come to the clinic for care and delivery.

As challenging as this will be, I believe that if Alaffia truly stands for women's empowerment, then we must do everything necessary to prevent unnecessary suffering of these mothers in central Togo. During our visit to the Kabou clinic, we also distributed some basic medical supplies, and we are planning to make another shipment to them by July. One of the most disturbing things that Ms. Kegbao brought to our attention was that the clinic has very limited surgical and birthing supplies. Therefore if there are two women giving birth at the same time, the second one may have to wait while the equipment is sterilized.

Therefore, they have to make the difficult decision of losing a baby by forcing the mother to wait or risk exposing the mother and child to HIV by using unsterilized equipment. This is not a decision that any person should have to make.

In Conclusion It is very sad for me to see conditions worsening for poor people worldwide each year. Even in Togo, we see increasing environmental degradation, economic dominance by only a few people, political elitism, and increasing population. I often ask myself if I can do enough. But after seeing the few lives that our efforts touch, I feel even stronger that the fight for social and economic justice for all disadvantaged people must continue at all costs. It is a struggle that the support of you, our customers, and our retailers such as Whole Foods Market, will make feasible in the end.

I am forever humble and grateful to be able to give my life to such a cause, as the only way for my children and their children to have peaceful lives on this earth is to care about human life today.

Have you tried Alaffia’s products or support their mission? Leave a comment below by May 9 and tell us why Whole Trade™ Guaranteed products are important to you. We’ll pick a winner at random to receive a beautiful handwoven basket full of Alaffia products!

The fine print: No purchase necessary. Promotion ends May 9, 2012. Must be a legal resident of the US or Canada (except in Quebec, where it is void) age 18 or older to participate. Taxes on prize, if applicable, are the responsibility of the winner. Employees of Whole Foods Market, Inc., are not eligible. Void where prohibited.

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563 comments

Comments

Terri B says …

It's important to know that the products I purchase are helping those in the greatest need. I fund microfinance loans in Africa through Kiva, and this is all around a cause that I feel strongly about. Keep up the great work!

lexee says …

with a world full of greed, abuse, and exploitation, it's encouraging and SO important to me to know that products are produced in a fair and honorable way, to help provide fair wages for families around the world

Paula F. says …

I enjoyed reading this article. I have not tried these products, but am now motivated to do so.

Tami Eaton says …

I have not yet tried Alaffia. I would love to try some of these products. What a beautiful basket. These women are so talented. What a great giveaway

Karen Giorgi says …

I love using products that are healthy and help others!

CScott says …

Typically you only hear of tales of woe and uncountless hardships about people in Africa; this company is a contribution beyond the monetary value, it gives this community hope.

Sarah H says …

It's great to hear about companies and products who are dedicated to changing the world, one person at a time.

Jean D. says …

Years ago I watched a documentary about child labor in the coffee industry. From that point on, I couldn't shop with a clear conscience for anything but whole trade, fair trade products. Thanks for a great giveaway!

Francisco says …

If it is important to world, it's important for me too!

Lynn says …

I lived in The Gambia, West Africa for 2 years and often go for too long without sending money or even a letter to the family I lived with there. Buying the Whole Trade products is my "easy" way of supporting other people in W. Africa and relives a bit of guilt.

Carol Rea says …

Thank you for making us more aware. It's so easy to not look beyond our own situation. Bless you for all you do to help others help themselves! I look forward to trying your product line.

Victoria says …

I always read ingredients lists on the back of products, and it is important to me that this brand uses only natural and good quality ingredients. Thank you.

Darcie says …

I love to know I am able to help in some small way by making purchases that are fair trade.

CAC says …

These are great products because they support living wages for workers. It is fair and equitable and closer to closing income gaps!

Anne Battaglia says …

Keep up the awesome work that you are doing. Everyone can make a difference..

Diana D says …

Coming from a Central American country, I know how hard it is for my family down there to receive fair pay for their hard work, so I only buy products who help support these types of families, its important to me.

Ellen says …

I like Whole Trade products because they ensure that everyone involved in the production process receives their fair share of wages. Everyone deserves a good quality of life!

Sara F says …

I swear by Alaffia hair products, and I'm so happy to see that the company has a great mission of helping women!

Lisa Marie says …

Knowing that products are environmentally well made by people who are paid a living wage is important.

Laura V says …

Whole Trade Guaranteed products are important to me because of the positive impact they have on local communities.

RaelSwan says …

Wonderful product line that I look forward to supporting even more after reading the amazing impact they're having in the villages of Togo. I've made a pact to fill my vanity with products like Alaffia (I like to call them "products with a purpose") as I run out of the commercial lines I currently have. Thank you Whole Foods for the heads up and for offering great products lines that we can feel good about supporting.

bettina orlando says …

Whole Trade™ Guaranteed products are not only helping to build better lives, better communities, but ultimatley a better world@

Betsy says …

Am using your hair and body products and find them to be a good value for me, both physially and financially. It is great to know that my purchase and use of these products is creating a better life for others. Keep up the good work.

ashley b says …

It's important because we are helping people making for a better world

Toni Linberg says …

I have not tried Alaffia’s products before but I definitely support their mission. Whole Trade™ Guaranteed products are important to me because I prefer to know what I'm buying, where it's from, what chemicals were used, and even better if it's a great product AND helps a greater cause than just a booming manufacturing industry!!

Betsy T says …

Good for them for being so proactive in changing lives and community! I've never tried these products, but after learning more about them, I definitely want to support Alaffia!

Maggie says …

We can all help support better working conditions and wages for the women of West Africa.

Marie Gardella says …

If each one of us participated in one action that makes life easier, healthier and happier for one other person, than the world may improve at a faster rate. Using products that are healthy and support a better life for the people supplying these products is a win win. All it means is one person making one small decision to do one small thing that can make a global difference.

Delsha says …

Whole trade empowers everyone involved in every stage of a product. This brings more people the resources needed to make positive changes.

Bernadette says …

It's such a blessing to have Whole Food participation. Thank you God for all those that are buying these products to help your people. Thank you.

Jennifer Rath says …

The products are awesome and what better way to help out by supporting a great cause!

Kathy A Miller says …

Whole Trade for Whole Well-Being.

a8ala says …

Having the back story of a product should be a part of deciding to buy it. I like to know who is being supported by my purchase.

Sarah says …

I am so happy to see that whole foods really cares about others and finds ways to raise money to support others. It is really an amazing this that Whole Foods and Whole Foods customers are doing!!!!

Carly says …

I always say, shopping at Whole Foods makes me feel like a whole person. I also adore reading about the communities in which make and produce the products I use, helps me feel even more whole! People are people and the languages we speak or the color of our eyes and hair does not define us but rather, bring us together. Whole Foods brings us together by connecting us through employment, commerce and humanity.

Margaret says …

I products are so much better without chemicals in them and they are better for the people and environments they are produced in. I enjoy having an impact with what I buy. Love Alaffia products!

hannah says …

Its refreshing to read such positive news. I love to know that the products I buy do indeed make a difference especially in the lives of women. Keep doing what you are doing.

Janet says …

I absolutely love the Alaffia body wash and pure Shea Butter. Great products and a great cause.

Lynn says …

I love Alaffia products! Thank you Whole Foods for the Whole Trade Guaranteed Products that you support. We can all help support better working conditions and wages for the women of West Africa by choosing Alaffia products.

Kristen says …

Fair trade takes a company from good to great.

Annette S says …

These products are important to everyone. All people are created equal and should be treated fairly, regardless of where you live. This is one way we can give back to our world community and say "you matter".

Christina says …

I am a firm believer in contributing to humanity by purchasing products that are fair trade, help other communities in form of donations, local and organic!

Michelle says …

very important to give back with our purchases!

Melissa says …

It is essential that products you use help support people, not big corporations.

Amy says …

It's great to see a company that's doing some good things!

AJ Calabrese says …

This is why I choose to shop at Whole Foods.

Sheila says …

I love that Whole Foods created the Whole Trade Guarantee because it ensures I am buying the best for me and my family, my community, and the world. While I have not tried Alaffia’s products, I definitely support their mission. It is really inspiring to read stories like the one about Alaffia and better understand how my Whole Trade purchases help responsible business partners in West African communities hundreds of miles away.

Julia Mboya says …

By empowering women the community will thrive.

Theresa says …

What a wonderful program. We all do better when we all do better, I applaud the steps and efforts here!

CMGoforth says …

I love the Everyday Shea Body Lotion and believe in supporting whole trade products. The concept serves a wonderful purpose and it is great to read how my purchases affect women around the world. It just shows how important and connected we all really are.

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