Press Release

New fair trade charity Value Added in Africa launches its World Cup advertising Campaign
SUPPORT AN AFRICAN TEAM!
For Africa the Smart Economy means processing its raw materials

Minister of State for Overseas Development, Peter Power TD and Her Excellency, Ms. Catherine Muigai Mwangi, Kenyan Ambassador to Ireland launched Value Added in Africa’s World Cup Campaign in the Radisson Blu Hotel, Golden Lane, Dublin on Tuesday the 8th of June. The nationwide advertising campaign aims to show that something is changing in Africa: Africa is not only open for sport; it is also open for trade.

“While people are cheering Africa on the football pitch, let them also celebrate the change that is taking place off the field. From local women’s self-help groups to larger businesses, Africa is producing top quality products: these are teams well worth supporting” said Conall O’Caoimh, Director of Value Added in Africa. Sales of these products in Ireland will strengthen the income of 6,420 workers in Kenya, Sudan and Ethiopia and will generate a further 31 jobs there.

Value Added In Africa is a fair trade charity which helps African producers find Irish companies to promote and distribute their products in Ireland. The campaign represents a ‘team’ of African made products that VAA has helped bring to shops in Ireland. Value Added In Africa promotes products which are completely processed and finished in Africa because then more money goes back to the community where they are made.

“For African counties the Smart Economy means processing their resources before they export them. When Kenya sells coffee roasted ground and bagged it earns five times more than when it exports raw beans” Conall O’Caoimh. These products offer communities a chance of a sustainable livelihood in some of the most impoverished areas in Africa.

Launching the campaign, Minister Power said:
“Trade is not only between countries but also involves individuals. By choosing products which have known benefits to small producers in Africa, Irish people can make a positive contribution towards development in Africa, creating employment and contributing to long term economic growth.
“Irish Aid is committed to sustainable development that is led and owned by African people. Part of this involves supporting businesspeople who demonstrate the strong entrepreneurial spirit that is so evident in Africa today. We must seek new partnerships where public and private sector interests can work together. Trade is an important step in developing this partnership.”
Her Excellency Muigai Mwangi spoke of Kenya as an emerging trading nation. She paid tribute to the achievements made in developing Ireland-Kenya relations and outlined opportunities in Kenya for Irish investors and businesses.

Ayan Parek, one of the women who craft the natural beauty products now on sale in the six Evergreen health food stores in Galway sent a message saying:"I know that much of the world sees Sudan as a troubled and damaged place, but I want the world to understand that this is not completely true because here in South Sudan Lulu Life is giving poor women opportunities to improve their lives and stand proud as women of South Sudan”.

Irish companies can support these teams of producers by providing an outlet for their socially beneficial products. They will also benefit by sourcing competitively priced products direct from the producer.

The African made products which Value Added In Africa has introduced in Ireland are:

  • Pure shea-butter cream and natural soaps made by the 400 members of the Lulu Life women’s group in Sudan
  • Pure essential oils and soaps made by Cinnabar Green, Kenya
    • Both these ranges and available in the 5 Evergreen health stores in Galway and on www.evergreen.ie
  • Tusker lager brewed in Kenya. 5,000 farmers grow the crops that go into Tusker and 970 people gain employment at the brewery.
    • The beer is distributed to off-licences nationwide by Premier Beers based in Enfield.
  • Wine-gift-bags made by the 23 single mothers of Life Works, a self-help and HIV-AIDS prevention project in Kenya

Value Added In Africa is a charity registered in Ireland: Charity Number CHY 18389. Registered offices: Ardán, Windgate Road, Howth, Co. Dublin, Ireland.