Whole Story

The Official Whole Foods Market® Blog

How Alaffia Helps Women and Children in West Africa

By Olowo-n'djo Tchala, May 1, 2012  |  Meet the Blogger  |  More Posts by Olowo-n'djo Tchala

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.




Michelle says ...
Whole trade guaranteed products are important to me so I know I'm doing my part to better other's lives and to show my child there are standards when making choices as a buyer.
05/03/2012 12:36:09 PM CDT
Kathy D. says ...
Fair trade products are important and I'm glad I can get them at Whole Foods!
05/03/2012 12:22:03 PM CDT
Kathleena says ...
Supporting Whole Trade and getting to use great products - A win-win!
05/02/2012 10:56:15 PM CDT
jamie says ...
It is such a good thing knowing that products that are good for you are also helping others. It is the full circle of goodness coming around!
05/03/2012 7:56:35 AM CDT
Evelyn Greer says ...
Every time I shop at Whole Foods I feel great knowing that the products I buy are helping others.
05/03/2012 7:51:02 AM CDT
Mary says ...
When you choose Whole Trade products, you are actively using your buying power to create new economic opportunities for workers in the developing world.
05/02/2012 11:47:26 PM CDT
Theresa says ...
I love this company's mission and the support of better wages and working conditions and empowering the women of the cooperatives who may have never had an opportunity like this one. We need more founders and companies who are creating and producing Whole Trade Guaranteed products.
05/02/2012 11:48:40 PM CDT
Andrea says ...
THESE PRODUCTS ARE THE BEST!!!! I chose them over many other product lines because they work so well. The fact that they help people is what got me to try Alaffia but the product quality is what keeps me with them. Thank you!!!!!!!!!!!! Keep up the great work!!!!!!!
05/02/2012 11:39:49 PM CDT
Betsy says ...
What's wondrful about this venture is that people are working to support themslves, rather than relying on government hand-outs. I applaud WF for their support of entrepreneurship and this company's mission. The road is hard, but must be taken.
05/02/2012 11:28:00 PM CDT
Kelly says ...
I always buy Whole Trade when available and send gifts from companies that certify with Whole Trade goods.
05/02/2012 11:24:28 PM CDT
Kimberly W. says ...
I haven't yet tried any of these products, but I would like to. This is definitely a cause worth supporting. Any time we as people,can help others,to better themselves and support their families in an honest way, while,at the same time, allowing them the dignity they desire/deserve, we are truly making a difference.
05/02/2012 11:25:50 PM CDT
suzanne arkun says ...
Whole Trade™ Guaranteed products are important to me because they decrease exploitation of isolated and poor workers in 3rd world countries and better balance the allotment of profit from sale of products
05/02/2012 11:21:01 PM CDT
Kellie McMaster says ...
I believe in Whole trade and fair trade because it means that the products come from people who are paid a fair wage for their hard work. I would love to try Alaffia's products! Thanks for this opportunity Kellie
05/02/2012 11:09:05 PM CDT
Sharon W. says ...
I have yet to try Alaffia’s products. I do support the mission and Whole Trade Guaranteed because of the life and hope it provides the people.
05/02/2012 11:06:36 PM CDT
Dee S says ...
I have not tried these products yet but I have utmost respect for Whole Foods and their standards.
05/02/2012 11:06:20 PM CDT
Tricia says ...
Whole Trade guaranteed products are important to me, because it is about more than me. I may get the benefits for these products, but it helps others gain confidence, and equality. That is for more important than how I am affected. If I can have the opportunity to purchase products that are helping people gain the basic human rights that they deserve, I will do it 100% of the time. With Whole Foods partnering with these organizations we are sending a message not only to the local community, but the world, that not only Whole Foods thinks these things are valuable and important, but we as consumers think that as well.
05/03/2012 8:07:06 AM CDT
Jeanne says ...
Good products and supporting important workers.
05/03/2012 8:07:06 AM CDT
amyc says ...
Its important to me because buying Whole Trade Guaranteed products means I'm helping people in other countries. Every little bit helps!
05/03/2012 8:06:47 AM CDT
Meg Collins says ...
I want products that are good for me and for the people who make them! Thank you so much for finding these products for me.
05/03/2012 7:49:27 AM CDT
Morgan K says ...
I always support paying the real worker!
05/03/2012 7:47:31 AM CDT
Sallie says ...
There's nothing that women can't do when they set their minds to it. In places such as Togo, it is the women who lead their families and communities to a better life. When we support their endeavors by purchasing fairly traded products, we help make it possible for them to do that with dignity. Way to go!
05/03/2012 7:49:00 AM CDT
elizabeth says ...
not only are there product good, they help build a better community!!!!
05/03/2012 7:44:12 AM CDT
C Alarcon says ...
Whole Trade Guaranteed products are important because they support smaller businesses and communities that provide wholesome products but they don't have the financial means to compete with big business in large "big box" stores. Through Whole Foods' Whole Trade Guaranteed program, these small and local business have an opportunity to make a difference in this world.
05/03/2012 7:42:38 AM CDT
Denise says ...
These products make me feel like I am making a difference in the world and am a part of a world wide community.
05/03/2012 7:38:16 AM CDT
Kristin says ...
I love knowing that the products I buy are doing good for others.
05/03/2012 7:37:22 AM CDT