A new and lovingly created, socially responsible gourmet brand, AKRAFO, has just been launched by one of the leading AfroLuxe exponents on the continent, the SWAADY Group, headed by inspirational founder, Swaady Martin. AKRAFO offers a wide range of organic and natural products with wellness properties including teas & herbal teas, honey, jams, mineral water, oils, spices & condiments.
All AKRAFO’s products contain natural and organically grown, indigenous ingredients. They are made from precious plants whose vast array of healing and health-giving properties are essential for wellness and a healthy life. AKRAFO uses only the finest heirloom ingredients, nurtured in the African soil by caring local farmers, to create high value premium gourmet products. These are our soil’s precious gifts, for your nutrition and healing, lovingly created to reconnect people to the oneness of each other and with healing nature.
Swaady Martin introduces the story behind the beautiful AKRAFO brand:
“In the ancient Ashanti kingdom of West Africa, the Akrafo or “soul-washers” were the stewards of their community’s wellness. They ritually purified, strengthened and revitalised the people. Heirs to this tradition, our herbal teas contain the continent’s finest ingredients, organically grown and ethically sourced from local farmers who have lovingly harvested it from our land. These are our soil’s precious gifts for both your nutrition and healing.”
The AKRAFO product range includes herbal teas, honey and jams, all containing organically grown ingredients, and all with natural wellness enhancing properties.
SAN KALA, Rejuvenate
Ingredients: organic honeybush, organic baobab, natural anis and ginger flavors
SAN DJI, Soothe
Ingredients: organic rooibos, natural marula, natural vanilla and blood orange flavors
SAN KABA, Immunity
Ingredients: organic green rooibos, organic buchu, natural grapefruit flavour
ALOE HONEY (from Tswane, South Africa)
Ingredients: raw pure honey from the aloe greatheadii var. davyana flower
Ingredients: natural marula fruit pulp, cane sugar, citric acid
Ingredients: natural baobab fruit pulp, cane sugar, citric acid
WILD FIGS (Botswana)
Ingredients: natural wild figs fruit pulp, cane sugar, citric acid
For too long, poverty in Africa has been exacerbated by the extraction model. Raw materials are sourced on the African continent, and immediately exported to other continents where they are processed, value is added and the branded products sold around the world. Sadly, Africans themselves gain a very small share of the economic benefit. Stuck in this commodity trap, they remain impoverished, and African development is hindered. Women are especially disadvantaged.
Akrafo founder, Swaady Martin, comments on the brand’s ethical commitment:
“We would like to see a business model that is ethically and morally fair, one that benefits all involved. With Agro-beneficiation, we source our own local raw materials and process them into high-value products, which are distributed globally. Our business practices are focused on upliftment of Africans who deserve fair treatment as well as social and economic upliftment.”
Another exciting development for the AKRAFO brand is that in April 2016, AKRAFO’s first store, a wellness gourmet Afro-Epicerie, will open in the distinctive landmark heritage building, THE COSMOPOLITAN, located in the neighbourhood of Maboneng "Place of Light” in Johannesburg (South Africa). The Cosmopolitan is a treasured heritage building, built in 1899 and situated in the heart of the vibrant and avant-garde neighborhood, Maboneng Precinct, directly opposite The Museum of African Design (MOAD). The building is as architecturally unique to Johannesburg as it is beautiful, and forms part of the historical narrative of the city. The Cosmopolitan is being transformed into a high-end retail emporium with multiple stores that include fashion, grooming and home decor, as well as the much-anticipated revival of the historic ‘Lion Bar’ and the introduction of a restaurant and lounge that service the large inner courtyard. All the brands involved in The Cosmpolitan are exquisitely curated to create a ‘one of a kind’ luxury experience in the city.
For all those wishing to experience AKRAFO at first-hand, the range is available at selected WOOLWORTHS stores throughout South Africa including:
JOHANNESBURG: Sandton City, Douglasdale, Nicolway, Rosebank, Broadacres, Town Square, Cradlestone, Crowthorne, Lonehill, Maroun Square, Waterfall Corner, Victory Park, Eastgate, Magalies view, South Downs, East Rand Mall, Farrarmere, East Rand Retail, Bedfordview, Bedford Square,
PRETORIA: Brooklyn, Centurion Mall, Mall of South, Atterbury, Parkview Kimiad, Hazeldene, The Club waterkloof
CAPE TOWN: V&A Waterfront, Canal Walk, Cavendish Square, Tyger Valley, Glen Garry, Waterstone Village Shopping Center, Westcoast Mall, Palmyra Road
CONSTANTIA: Constantia Village
HOUT BAY: Hout Bay
DURBAN: Gateway, Balito Lefestyle Center
PORT ELIZABETH: Walmer Park
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