One of the main focal points of Global Shea 2010 in Bamako, Mali was to discuss the branding of Africa Shea and to form an alliance of the Shea butter stakeholders to better promote this brand.
The use and source of shea butter is very well known in the cosmetic industry. The average customer in Europe and the US has heard of Shea Butter and knows it comes from Africa, thanks to the success of large companies like The Body Shop and L’Occitine. According to Dr Peter Lovett, Technical expert for USAID/WATH, the use of shea butter in the cosmetic industry is only about 5% of the total amount of shea produced in Africa.
Approximately 90% of the shea nuts produced are shipped to Asia, Europe and the US for use in the food industry.
One of the goals of branding African Shea is to use the Africa Shea logo wherever Shea is used. This means that a chocolate bar that has Shea Butter used as a Cocoa Butter Equivalent (CBE) will bear that logo. The goal is to bring more visibility to the use and sources of Shea butter anywhere it is used.