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WHO IS THE FAIR-EST OF THEM ALL? A new fair trade model in the New South Sudan

Why we are… Riddled by half a century of civil war, the women of Sudan nonetheless have managed to produce a high quality finished shea butter product characterised by: 

 

RARE AND UNIQUE SUDANESE NILOTICA shea butter higher in linoleic acid, lower melting point, creamier consistency HAND-CRAFTED, COLD-PRESSED, ORGANIC TRANSPARENT SUPPLY CHAIN traceability, producer- consumer direct The FAIR-EST TRADE a worker-owned cooperative producing a range of body care products and benefiting100% from value of sales The only COMMUNITY PRODUCT EXPORTED from the New South Sudan

Lulu Life

Use on Everyone You Love!

A new fair trade model in the New South Sudan

Civil War in Sudan 

Lulu Livelihoods Project started by MEDIC in 2000 Alternative response to protracted crises Lulu Life means respect for Sudanese women

NGO to Small Business Lulu Works Trust, LTD 

Registered women-owned cooperative Each processing centre with own rules and regulations Members (to be) paid dividends Member-managed community development funds Model for cooperative law in New South Sudan

Lulu Life Products

“We won’t sell our nuts”   

350,000 Mt of nuts exported in West Africa (2007/8) 7 Mt of oil produced in South Sudan (2008) 6 Mt oil exported from South Sudan (2007)

“No imports” 

 

30,000 MT of cooking oil distributed by WFP as food aid in Sudan in 2010 2 MT of cooking oil produced by LWT ; higher in EFAs than standard relief cooking oil 6000 NFI kits distributed by Oxfam in 2010 2000 bars of shea soap produced by LWT ; effective, all natural ingredients in 2008 In 2011, Oxfam “We’ll buy all the soap that you can make”

Regional and International Markets    

67 retailers of which only 8 are international (25% of sales) LWT sales in USD (2000-2010) (graph) In 2008, 50% of revenue paid in salaries to worker-members Emphasis on developing int’l markets to ensure survival 80,000 60,000 40,000




0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

International Markets  

Direct online sales, “Friends of Lulu”, retailers Retailers in 14 countries  Sign

Fair Trade contract with women of LWT  Retailers report 30-50% net profit margin

Marketing   

Website Facebook and Twitter Maximising links to Southern Sudan

Telling our story 

Why we are different

Increasing awareness of Nilotica     

100% Traceability Chemical testing (CIRAD) Oleic and linoleic acid Triterpenes Unsaponifiables

Product development and branding  

Classy re-usable and recyclable packaging New product lines

Why it’s important we succeed… 

Influence community-led development based on sustainable business practices in the New South Sudan Challenge global shea models where the North ‘develops’ the South Capitalise on 10 years experience; recently without any significant external financial assistance 2011 a ‘make or break’ year to increase sales to 100,000 USD and over 5 years to 500,000 USD

Obstacles to overcome 

   

 

Our dreams were bigger than our markets (initially too many women and too many processing units) NGOs don’t do good business Good businessmen don’t do good development Donors vs. investors (short term vs. long term) In post-conflict context, 10-20yr transition from ‘aid’ to ‘self-reliance’ Both for the Sudanese and the ‘aid workers’ Transfer of power to workers starts with information and communication Hi-tech work still done by volunteers

How we’re going to get there… 

In addition to previous slides (social marketing, telling our story, re-branding, …) An experienced general manager accountable to the women of LWT Final effort at fundraising to offset expenses until 2013 (350,000 USD)

‫شكرا جزيل‬

Who is the Fair-est of them all?  

A presentatkion by Lulu Works Trust at the Global Shea Conference in Ghana 2011.

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