The Paramount Queenmother of the Sing Traditional Area, Pognaa Salma Chaana Abdul-Razak, has been officially unveiled as the Brand Ambassador for the SheaPark Resource Hub Project, a major initiative aimed at strengthening and modernising Ghana’s shea industry.
The unveiling ceremony, held in Wa, brought together traditional leaders, project partners and women engaged in shea processing from across the Upper West Region.
The Queen mother’s appointment is to give renewed momentum to the sector, which remains a key source of livelihood for thousands of rural women in northern Ghana. Shea butter, widely used in cosmetics and food production, is often referred to as “Green gold’ because of its growing economic value on the global market.
Speaking at the event, Pognaa Salma Chaana Abdul-Razak said her new role aligns with her longstanding commitment to women’s empowerment and community development.
“Our skin is our heritage, and the shea tree protects that heritage,” she said. “Supporting the women who harvest and process shea is not only important for economic growth, but for preserving our culture and dignity.”
The SheaPark Resource Hub Project is designed to improve the entire shea value chain in the Upper West Region. According to project organisers, the initiative will focus on modernising processing methods through semi-automated facilities, improving product quality, and positioning locally produced shea butter for high-value international markets.
A core pillar of the project is women’s advocacy, with plans to ensure fair pricing, safer working environments and better incomes for women who form the backbone of the shea industry.
Project leaders say the selection of a Paramount Queenmother as ambassador was strategic, given her influence and responsibility in promoting social welfare, particularly among women, within the traditional system.
They believe her involvement will help build trust at the community level and encourage wider participation in the project.
Although rooted in the Sing Traditional Area, the SheaPark Resource Hub Project has national ambitions and aims to serve as a model for how traditional leadership can partner with industry to drive sustainable development.
Organisers say the initiative could significantly enhance Ghana’s profile in the global shea market while improving livelihoods across the northern shea belt.
Source:
www.graphic.com.gh
