A MARKETING MANUAL FOR WEST AFRICA:

Buying and Selling Shea Butter OCTOBER 2002

Contents 1 1 1 2 3 3

Opportunities for West African Suppliers

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Pricing Your Product

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Annex I: Organizational Contact List

Key Market Segments Understanding the Size of the Current Market Preparing Your Product Understanding Grades and Standards Connecting with Potential Buyers

Understanding Import Regulations

Annex II: Buyer Contact List

Prepared by Fintrac Inc. under SEGIR-GBTI for the Mission for the West African Regional Program (DAI Task Order No. 831 under IQC No. PCE-I-00-98-00017-00)

Buying and Selling Shea Butter: A Marketing Manual for West Africa Shea butter traditionally has been used in the food industry for margarine, pastry, and chocolate, where it is used in place of cocoa butter. Increasingly, shea butter is used in “natural” and high-end cosmetics and soaps. Shea nuts, as opposed to the intermediate product of shea butter, have been the dominant product traded internationally. The shea tree grows spontaneously in wooded savannahs in West Africa, including Benin, Burkina Faso, Côte d’Ivoire, Ghana, Guinea, Mali, Niger, Nigeria, and Togo. Other countries in the region have shea trees, but they are not currently identified as cultivators of the nuts. The tree is stout with leathery oval leaves. It grows to between 20 and 25 feet in height with a trunk size reaching up to 3 feet in diameter. It produces its first fruit when it is 20 years old, reaches full production at the age of 40 or 50, and continues bearing fruit up to several hundred years. This manual provides practical advice to producers, exporters, and importers of shea butter. It presents an overview of the market, describes segments of potential buyers, proposes possible trade channels, and identifies issues necessary to become “export ready,” including standards and import regulations. It goes through steps a prospective supplier must be aware of in preparing the product, identifying markets, and exporting. Finally, it provides contact information for organizations supporting traders and a list of buyers.

Opportunities for West African Suppliers West African suppliers can target this growing market segment by providing the best quality shea butter possible and carefully cultivating potential trade partners. In preparing this manual, a wide range of potential importers were interviewed, many of which are included as contacts at the back of this manual. These importers are interested in sourcing new supplies of shea butter, and suppliers should follow up directly with them. This manual provides readers basic guidelines that will allow them to understand the expectations of importers. The shea butter market represents great potential for West African exporters. To access this market, however, suppliers must provide a quality product and meet market requirements. Research indicates that disorganized export campaigns and concerns over quality have hindered sales to import markets. These concerns become more critical as West African suppliers seek to provide higher value-added goods and to compete globally. The future of this market will be determined based on the ability of West African producers and exporters to implement and address the necessary marketing requirements. A

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Key Market Segments There are three principal end users for shea butter: the chocolate, cosmetics, and natural products industries. This manual is mainly geared toward accessing the latter two segments. The second largest market segment for shea butter, and the one of principal interest to West African suppliers because of the potential for direct sourcing, is the cosmetics industry in Europe and the United States. Shea butter has become a popular additive in soaps, lotions, shampoos, and creams because of its inherent skin-healing properties. This segment will have the best prospects for growth as consumers become more familiar with these properties and demand increases. The natural products industry has promoted the use of pure shea butter in a range of body products. The use of “pure” shea butter is primarily a reaction to cosmetics companies, which extensively refine and bleach the shea butter to remove the odor. The natural products industry alleges that refining deteriorates the natural healing properties of shea butter. In addition, the natural products industry has been experimenting with shea butter in other consumer products, including lip balms, sunscreens, deodorants, and toothpaste. This market segment is still small because consumers are only just becoming aware of the full benefits that shea butter can provide. That said, this is a market where we see high potential for growth, especially as awareness of shea butter’s perceived benefits increases.

Understanding the Size Of the Current Market Europe remains the largest market worldwide for shea butter imports, with the Netherlands and France dominating imports, much of which is then re-exported. European trade statistics group shea butter imports in a category with other tropical vegetable fats and oils. An analysis of these statistics, coupled with interviews with importers, reveals that West African supply has increased substantially in the past five years to reach 1,215 metric tons (MTs) and a total value of US$896,000 in 2000, an increase of 15 percent and 7 percent respectively. Principal suppliers are Côte d’Ivoire and Ghana, the former to France and the latter to the Netherlands. Although the latest annual statistics are not yet available, interviews with importers listed in this manual confirmed a continued expansion in the volume and value of the European import market for shea butter of 2,000 MTs and US$1.5 million in 2001. FOR

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Traditionally, the United States imports shea butter from Europe, although this is gradually changing. With its untapped potential, the U.S. market can be easily accessed directly by West African suppliers, and increasingly U.S. importers are demanding pure shea butter directly from the source.

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After the fruit matures (between April and June) and is allowed to fall, it should be harvested by collecting the fruit from the ground around the tree. The fruit pulp can be eaten or removed by allowing it to rot or dry. The fragile shell is easily removed by cracking and winnowing.

According to the U.S. International Trade Commission and through interviews with buyers, more than 800 MTs (or US$13 million worth) of tropical butters and oils were imported into the United States in 2001, an increase of 11 percent from two years earlier. Although this category includes palm oil and other major oil commodities being re-exported from Europe to the United States, not just shea butter, the statistics do indicate a trend for a growing market for West African suppliers.

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Sun-dried nuts will keep for more than a year if placed in a suitable store. It is recommended that a well-constructed and maintained traditional granary be used as storage. It is important not to let the nuts begin to germinate because this generates a bitterness that passes into the oil.

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Nuts approved for processing should be selected on a quality basis as being free from insect damage and, in particular, mold. They must be washed in a diluted solution of household bleach and dried in the sun again before grinding. Grinding is done by passing the nuts twice through a dieselpowered plate mill (see photo below).

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The milled nuts should then be transferred into fabric bags and placed, two at a time, in the cage of a bridge press, with separator plates between each pair. Pressure is applied by winding down the screw (see photo below). Oil emerges from the apertures in the cage and is collected in a plastic container. When the pressing is complete and no more oil can be extracted without undue force, the screw is raised and the residual presscake is unloaded. The presscake is low in protein and high in tannins. Although it is of little value as a livestock feed, it can find a local use as an inhibitor of termite attack and should be buried around wooden structures.

Interviews with importers in the United States also indicate a growing import market for West African shea butter with up to 500 MTs and an approximate total value of US$500,000 being imported directly from West Africa. The trend proves that continued direct sourcing from West Africa is gradually overtaking European suppliers, especially as wholesalers and retailers of natural products are increasing their demand for pure shea butter.

Preparing Your Product According to Dr. Peter Donkor of the Technology Center of the University of Science and Technology in Kumasi, Ghana, preparation of shea nuts should follow these steps:

FIGURE 1: SHEA NUT GRINDING AND PRESSING PROCEDURE

5. The crude oil should be poured into an aluminum clarification vessel, and water equivalent to half the volume of the oil added. The mixture is then boiled for up to half an hour. During this process, color is destroyed, while seed particles, gums, and mucilage are hydrated and pass into the water layer. At the end of this operation, the oil layer, now a light greenish yellow, is transferred, after cooling, into another vessel. 6. The clarified oil should be allowed to stand for four to five days in a cool, sheltered spot. The oil slowly separates into solid fat/butter (termed “stearin”) and liquid oil (“olein”), a process known technically as “fractionation.” The two fractions are then separated by filtering through muslin cloth. Using these procedures, between 25 and 30 percent of the clarified oil can be recovered as stearin.

Source: COVOL Uganda

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The stearin should be transported in dark plastic tubs or polypropylene bags to reduce exposure to the sun. The olein is packed locally and sold as a cooking oil. Further technical assistance can be obtained on this process from the University of Science and Technology in Kumasi, Ghana, or the COVOL Uganda Shea Project (see Annex I).

By following this process, a producer will ensure a product of more consistent quality. Unrefined shea butter is traded on the international market on the basis of samples rather than any precise import specifications, primarily because the quality of the butter varies so much from region to region. When sourcing new buyers, a supplier will generally have to cover the cost for the delivery of samples. After receiving the sample, the buyer will send it to a laboratory for further analysis to determine the physical and chemical properties of the product. This analysis measures the key components of the shea butter. With this information, the buyer can determine the grade of shea butter received from the supplier and calculate how much he or she will pay.

TABLE 1: CLINICAL PROPERTIES OF SHEA BUTTER Wrinkle reduction Blemish reduction Stretch mark reduction Sunscreen Eczema (skin inflammation) Itching Treatment of sunburns, frost bite, hemorrhoids, skin damage and wounds, and allergic dermatitis Source: ASBI

ties in which the natural products and cosmetics industries are most interested (see Table 1). Without a Class A rating, shea butter will not have the full complement of healing benefits that manufacturers are interested in purchasing.

Understanding Grades and Standards

ASBI can analyze samples sent to its laboratory in the United States, or it can send a list of approved independent laboratories that can carry out the analysis required for classification. It would behoove a new supplier to get this analysis done so that the supplier can present the data to a new buyer to get a better price for his or her product. (ASBI’s address is provided in Annex I.)

The American Shea Butter Institute (ASBI) has established the following grading system for shea butter:

Connecting with Potential Buyers

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Class A is premium shea butter with a rating of 85+. Class B shea butter has a rating of 70-85. Class C shea butter has a rating of 60-70. Class F shea butter is the poorest quality with a rating of 60 and below.

These grades are determined through laboratory tests. They include the following criteria: 1. 2. 3. 4. 5. 6. 7.

Triglyceride and free fatty acids fraction (moisturizing potential of product); Cinnamic fraction (determines age of the product); Micro-organism growth and culture (purity of product); Clinical anti-histemmic activity (healing potential of product); Vitamins A and E (protective potential of product); Physical examination (determines cleanliness and moisture of product); and Melting range (determines minimum purity of product).

When done together, these tests help quantify the “non-saponifiable fraction” in shea butter; the higher the fraction, the better the classification and price an exporter can demand. It is this “non-saponifiable fraction” that determines the healing proper-

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Suppliers can connect with potential buyers through a variety of ways:

Attend trade shows There are a number of African expos, world trade shows, and beauty shows in the United States and Europe, as well as regional trade shows in West Africa, that suppliers should consider attending. These shows are excellent venues where suppliers can network with buyers, wholesalers, and retail representatives. Some of the key shows include: Salon International de l’Alimentation (SIAL) October 20-24, 2002, Paris, France Tel.: (33) 1-49685177 Fax: (33) 1-49685632 E-mail: [email protected] Web: www.sial.fr Salon de Métiers Artisanaux de l’Alimentation October 24-27, 2002, Bamako, Mali Tel.: (223) 221-2314/4928 Fax: (223) 221-3577/8046 E-mail: [email protected] Web: http://196.1.100.2/dncc/default.htm

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Salon International de l’Artisanat de Ouagadougou (SIAO) October 25-November 3, 2002, Ouagadougou, Burkina Faso Tel.: (226) 37-32-56/57 Fax: (226) 37-32-60 E-mail: [email protected]; [email protected] Web: www.siao.bf Orlando Hair and Beauty Show November 9-11, 2002, Orlando, Florida, USA Tel.: 1-800-547-SHOW (7469) x 273, 277 Fax: (404) 681-9072 Web: www.bronnerbros.com/show/show.html Salon International de l’Agriculture et des Ressources Animales de Côte d’Ivoire (SARA) November 22-30, 2002, Abidjan, Côte d’Ivoire Tel.: (225) 20-213504 Fax: (225) 20-214618 Web: www.cmaoc.org/sara.htm Proud Lady Beauty Show March 15-17, 2003, Chicago, Illinois, USA Tel.: (312) 321-6824 Fax: (312) 321-5194 E-mail: [email protected] Web: www.proudlady.org/show

Use Internet and online notice boards to post offers and respond to requests for new suppliers Some examples of sites frequently used by exporters already in West Africa include: 1. 2. 3. 4. 5.

eShopAfrica: www.eshopafrica.com African Trade Center: www.africantradecenter.net African International Shopping Mall: www.aism.com Trade 2 Africa: www.trade2africa.com African Growth and Opportunity Act (AGOA) trade leads: www.agoa.gov/opportunities/opportunities.html

Contact the U.S. Information Service and the European Commission Trade Representative Office Contact your local U.S. or European embassy for information on potential buyers. Importers interested in sourcing shea butter from new suppliers are noted in Annex II. Interested suppliers should follow up directly with these importers.

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Atlanta Hair and Beauty Show August 9-11, 2003, Atlanta, Georgia, USA Tel.: 1-800-547-7469, extension 273, 277 Fax: (404) 681-9072 Web: www.bronnerbros.com/show/show.html

Buyers in Europe and the United States are quoted prices of US$1,500 per ton (with slight variations depending on the quality and quantity of product ordered) for unrefined shea butter freight on board (FOB) Abidjan, Accra or Lagos packed in 20 pound dark plastic sacks or 50 kilo dark plastic containers or coated steel drums. FOB means that the cost of shipping, insurance and other freight and handling charges are the responsibility of the buyer. This is the common method for a supplier when quoting the price of shea butter.

African World Expo Dates to be decided in 2003, Detroit, Michigan, USA Tel.: (313) 964-7025 Fax: (313) 964-7043 E-mail: [email protected] Web: www.africanworldexpo.com

Upon arrival in the import market, the shea butter is cleaned and filtered. Afterwards, essential oils are added to enhance the odor. The resulting product is then repacked into 4 or 8 oz. glass or plastic containers and sold wholesale for US$120 to $150 per case. Retail prices range from US$8 to US$16 per container for this pure shea butter.

Tendence International Trade Show Dates to be decided in 2003, Frankfurt, Germany Tel.: (49) 69-75750 E-mail: [email protected] Web: www1.tendence.de

Additional processing involving bleaching and deodorizing for use in cosmetics can add significantly to the price of the final retailed product. Prices range greatly for different sized containers of creams, lotions, body oils and other products.

Get in touch with export promotion organizations and the African Women in Agribusiness Network

Understanding Import Regulations

Suppliers should contact organizations listed in Annex I because they may be able to provide guidance for exporting your product or potential buyers’ lists.

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Generally, an importer will arrange to have a broker handle the customs release in the arrival port; the broker in turn identifies an agent at the departure port through which you will export. Often this will require you to take no further action, except to make contact with this agent. The only time a supplier will

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ance charges; delivery and payment terms; and signature of the responsible official of the shipper’s firm.

FIGURE 2: SHEA BUTTER RETAIL PRODUCTS

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Bill of Lading—Simply put, the bill of lading is the most important document in the shipping process. A bill of lading is required for each shipment, and acts as a receipt and a contract. A properly completed bill of lading legally shows that the carrier has received the freight as described, and is obligated to deliver the freight in good condition to the consignee. The form is provided by the carrier and is filled out by the exporter. The general terms and conditions of the contract are outlined in the bill of lading and include the carrier’s responsibilities and liabilities for loss or damage to the shipment.

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Certificate of Origin—The need for a certificate of origin should be verified directly from the importer or from the appropriate customs authority. This document is required to be completed by all exporters and provides a statement as to the origin of your product. Sometimes, it is specified in the letter of credit that the appropriate ministry or authority in the country of origin must provide a certificate of origin. This is particularly important when importing to the United States, through the African Growth and Opportunity Act and the Generalized System of Preferences, and to the European Union, through the Lomé II agreement, for duty-free status.

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Packing List—If requested by the buyer, a packing list should itemize the material in each individual package and type of package (i.e., box, crate, carton). It also shows the gross and net weights and measurements for each package (in both standard and metric systems). Markings should be shown along with the exporters’ and buyers’ references. The packing list is used by the carrier or forwarding agent to determine total shipment weight and volume and whether the correct cargo is being shipped.

need to be involved is when the buyer makes further requests for documentation in order to release the goods from customs. Suppliers should maintain close contact with their buyers. Certain documents will be required for entry: 1.

Commercial Invoice—For customs clearance, a commercial invoice is to be provided to officials. The invoice should contain a clear and precise description of the product, terms of sale, and all details necessary to establish the full cost, insurance, and freight price. The invoice is needed by your buyer to prove ownership and obtain payment. The commercial invoice should include date and place of shipment; name (firm’s name) and address of the seller and buyer; method of shipment; number, markings of the packages, and their numerical order; description of the goods using the usual commercial description according to kind, quality, grade, and weight (gross and net in metric units), along with any factors increasing or decreasing the value; agreed price of goods; unit cost; total cost FOB factory plus shipping; insur-

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ANNEX I Organizational Contact List American Shea Butter Institute (ASBI) 2660 Buena Vista Road, P.O. Box 7906 Columbus, GA 31908-7906 USA Tel.: (706) 221-2326 Toll Free: (888) 239-4012 Fax: (419) 730-3655 E-mail: [email protected] Web: www.webspawner.com/users/sheabutter

Chambre de Commerce, d’Agriculture et d’Industrie de Togo Ave. de la Présidence BP 360, Lomé, Togo Tel.: (228) 212065 Fax: (228) 214730

Association Malienne pour la Promotion des Jeunes (AMPJ) Zantiébougou, Cercle de Bougouni Région de Sikasso, Mali Tel.: (223) 224-2793 Association Burkinabè d’Action Communautaire/Groupe Energies Renouvelables et Environnement (ABAC-GERES) 01 BP 4071, Ouagadougou 01, Burkina Faso Tel.: (226) 362630 Fax: (226) 360218 E-mail: [email protected] Association pour la Promotion des Exportations de Côte d’Ivoire (APEX-CI) BP 3485 Abidjan 01, Côte d’Ivoire Tel.: (225) 20-315700 Fax: (225) 20-214031 E-mail: [email protected] Web: www.apex.ci Association pour la Promotion des Groupements Féminins (APGF) 01 BP 4855 Ouagadougou 01, Burkina Faso E-mail: [email protected]

COVOL Uganda Shea Project P.O. Box 833 Lira, Uganda Tel.: (256) 41-543565 E-mail: [email protected] Web: www.covol.org Développement de l’Entreprenariat Féminin dans le Secteur Agricole au Mali (DEFSAM) BP 2688, Bamako, Mali Tel.: (223) 2221225/2238445 E-mail: [email protected] Distribution Internationale des Produits Agricoles (DIPAG) BP 4310 Conakry, Guinea Federation of Associations of Ghanaian Exporters (FAGE) P.O. Box M124, Accra, Ghana Tel.: (233) 21-232554 Fax: (233) 21-232726 E-mail: [email protected] Web: www.ghana-exporter.org

Association Nationale des Mareyeures et Mareyeurs* Contact: Aliou Gomez Victorie Chambre d’Agriculture 06 BP 1415 PK 3 Cotonou, Benin Tel.: (229) 337228

FOGHASS* Toure Aissa Alhanafi, Promotrice Faladie Sema, Rue 877, Porte 39 BP 2553, Bamako, Mali Tel.: (223) 204408 / 201959 / 203969 E-mail: [email protected]

Centre de Suivi Ecologique (CSE) Rue Léon Gontran Damas Fann Résidence BP 15532, Dakar, Senegal Tel.: (221) 825-8066/825-8067 Fax: (221) 825-8168 E-mail: [email protected] Web: www.cse.sn

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Chambre de Commerce, d’Agriculture et d’Industrie du Benin Ave. General de Gaulle BP 31, Cotonou, Benin Tel.: (229) 312081 Fax: (229) 313299

FOSDA* Amina Montia, Director C2 Manet Cottage, Batsonaa Off Springtex Road, P.O. Box CT3140 Cantonments, Accra, Ghana Tel.: (233) 21-811291 Fax: (233) 24-286772 E-mail: [email protected] BUYING

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GABRHO Limited* Tina Swatson Eshun, Ag. Vice President Horticulturists Association of Ghana P.O. Box 17811 Accra, Ghana Tel.: (233) 20-8157138; 21-234769/236500 E-mail: [email protected]

Nigerian Association of Women Entrepreneurs* Gemini Global Enterprise Ltd. Mrs. Yasmin Othman, Managing Director 54 Yaounde St., Wuse, Zone 6 P.O. Box 6001, Garki Abuja, Nigeria Tel.: (234) 09-5230473 E-mail: [email protected], [email protected]

Ghana Export Promotion Council (GEPC) Republic House P.O. Box M146, Accra, Ghana Tel.: (233) 21-228813/228830 Fax: (233) 21-668263/233725 E-mail: [email protected] Web: www.exportghana.org

OPEIF-Afrique* Kouassi Ahouna, Presidente-Foundatrice 01 BP 7453 Abidjan, Côte d’Ivoire Tel.: (225) 05732023 05612830 / 24495168 E-mail: [email protected]

Kwame Nkrumah University of Science and Technology University Post Office Kumasi, Ghana Tel.: (233) 51-60331 Fax: (233) 51-60137 E-mail: [email protected]

REOSAO* Miss Alizeta Sawadogo, Directrice 02 BP 5118, Ouagadougou, Burkina Faso Tel.: (226) 336121 / 313326 E-mail: [email protected]

La Nouvelle Basse-Cour* Bounkara Aminata Koita, Promotrice BP E477 Bamako, Mali Tel.: (223) 219158 / 272356 E-mail: [email protected]

Réseau Technologies et Partenariat en Agroalimentaire (Relais TPA) S/c enda graf, BP 13069 Grand Yoff Dakar, Senegal Tel.: (221) 827-2025 Fax: (221) 827-3215 E-mail: [email protected] Web: www.arc.sn/tpasen

NEMAROZAW* Groupement Cooperatif Féminin Contact: Nignan Debie Dissata 03 BP 7026, Ouagadougou, Burkina Faso Tel.: (226) 360433

Songtaaba Women’s Group 01 BP 6691 Ouagadougou 01, Burkina Faso Tel./Fax: (226) 341974 E-mail: [email protected]

Nigeria Export Promotion Council NEPC Headquarters Area 3, Block A Open University Complex Garki Abuja, Nigeria Tel.: (234) 9-2341624 / 2341110

* Member of the African Women in Agribusiness Network.

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ANNEX II Buyer Contact List United States Abike, LLC P.O. Box 15770 Washingon, DC 20003 Tel.: (202) 270-7647 E-mail: [email protected] Web: www.theabikeline.com AF AJATO, Inc. 6455 E. Briar Drive Lithonia, GA 30058 Tel.: (770) 482-4451 Fax: (770) 413-6389 E-mail: [email protected] Aveda Corporation 4000 Pheasant Ridge Dr. Blaine, MN 55449 Toll Free: 1-800-AVEDA-24 Fax: 1-800-892-3405 Web: www.aveda.com Bonney African Imports P.O. Box 217105 Charlotte, NC 28221 Tel.: (704) 395-8527 E-mail: [email protected] CWIC Productions Abike Beauty Products P.O. Box 15770 Washington, DC 20003 Tel.: (202) 270-7647 E-mail: [email protected] Chatto Beauty Products 102 E. Oak Street Chicago, IL 60611 Tel.: (312) 640-0117 Toll Free: (800) 709-1490 Fax: (312) 640-0119 E-mail: [email protected] Web: www.chatto.com Ebène Beauty Products P.O. Box 160097 Miami, FL 33116 Tel.: (305) 273-7204 Toll Free: (888) 959-7323 Fax: (305) 279-9680 E-mail: [email protected] Web: www.ebenenaturals.com

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Epicurean Soap Company 13617 Middlevale Lane Silver Spring, MD 20906 Tel.: (301) 460-3317 Fax: (301) 871-1530 E-mail: [email protected] Web: www.epicureansoap.com Mode de Vie P.O. Box 33057 Miami, FL 33233 Toll Free: (800) 474-4303 Fax: (305) 444-1655 Web: www.modedeviebodycare.com Omololu International P.O. Box 267 Memphis, TN 38101 Tel.: (901) 543-0330 E-mail: [email protected] Web: www.omololuinternational.com Terry Labs 390 N. Wickham Road, Suite F Melbourne, FL 32935 Tel.: (407) 259-1630 Fax: (407) 242-0625 E-mail: [email protected] Web: www.terrylabs.com The Shea Butter Company, Ltd. 16781 Torrence Avenue Lansing, IL 60438 Toll Free: (877) 489-2700 Fax: (708) 481-3144 E-mail: [email protected] Web: www.naturalessence.com/ company

Europe Agritropic s.a.r.l. Rue des Moulins 43100 Vieille-Brioude France Tel.: (33) 4-71749790 Fax: (33) 4-71749282 E-mail: [email protected] Cognis S.A. 185 Ave. de Fontainebleau 77981 St-Fargeau-Ponthierry-Cedex France BUYING

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Tel.: (33) 1-60652100 Fax: (33) 1-60652102 E-mail: [email protected] Web: www.cognis.com CosMedics International B.V. P.O. Box 482 1620 AL Hoorn The Netherlands Tel.: (31) 226-264423 Fax: (31) 226-355289 E-mail: [email protected] D2E 202, rue de la Croix Nivert 75015 Paris France Tel.: (33) 1-53785858 Fax: (33) 1-53785850 E-mail: [email protected] Exa Cosmetics 112 rue de Lagny 93100 Montreil France Tel.: (33) 1-42879698 Fax: (33) 1-48708870 L’Occitane Zone Industrielle St-Maurice 04100 Manosque en Provence France E-mail: [email protected] Web: www.loccitane.fr Teco Import-Export 24 rue Violet 75015 Paris France Tel.: (33) 1-45789291 Fax: (33) 1-45770069 E-mail: [email protected] Web: www.sheabutter.com Vereenigde Oliefabrieken B.V. P.O. Box 1140 3000 BC Rotterdam The Netherlands Tel.: (31) 10-2868080 Fax: (31) 10-2860515 E-mail: [email protected] Web: www.vo.nl

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Quick Guide to Exporting Your Product Pre-Export Stage Adjust the manufacturing process for shea butter that meets basic guidelines as outlined in this manual and for desired ASBI class. Contact ASBI to test your product so you have these data readily available. Consider obtaining ASBI certification for your manufacturing operations. Contact potential resources for identifying partners. Obtain recent market and pricing data as reference points to develop pricing target. Stage I Make direct contact with identified buyers to ascertain and generate interest in new supply. Prepare sample shipments and all accompanying documentation for the buyer. Contact shipping company or courier service and send samples by most expedient method available. Remember that building relationships with buyers is key to success, so any requests for further information and documentation must be fulfilled. Stage II Ascertain sizes of potential export orders (i.e., container load, cases) and capacity to supply. Identify labeling requirements (seek counsel of buyer). Determine relevant product registration and other regulatory requirements in target markets (seek counsel of buyer). Stage III Finalize arrangements (order, shipping, payment, etc.) with buyer. Start exporting! Continue to test market products, attend trade shows, and occasionally visit markets where your product is distributed to see its shelf placement and to get feedback from buyers so you can work with your suppliers to enhance or change product requirements.

U.S. Agency for International Development