Alaffia: Building a Profitable Social Enterprise Connecting West Africa to Global Markets

In this episode of Inside Startup Investing, Chris Lustrino speaks with Olowo-n’djo Tchala about building Alaffia, a mission-driven consumer brand rooted in ethical sourcing. (00:00–01:30) Olowo-n’djo shares his upbringing in Togo and how it shaped his vision for a new economic model. (01:30–04:30) He explains how Alaffia organizes women-led cooperatives to produce shea butter and connect them to global markets. (04:30–08:30) The discussion covers fair trade economics, including paying above-market wages while maintaining strong margins. (08:30–13:00) They explore how Alaffia scaled into a national brand through persistence, retail distribution, and product-market fit. (13:00–17:00) Finally, Olowo-n’djo reflects on challenges with outside investors and why maintaining mission alignment is critical for long-term success. (17:00–22:00).