Africa, a continent endowed with immense natural and human resources as well as great cultural, ecological and economic diversity, remains largely underdeveloped. The majority of countries classified by the United Nations as least developed are in sub-Saharan Africa and numerous development strategies have failed to yield the expected results. Although some believe the continent is doomed to perpetual poverty and economic slavery, we believe Africa has immense potential.
The new aesthetic movement away from mass produced products towards an appreciation of simple and natural design has brought about a world appreciation of traditional African handcraft skills that celebrate culture and origin. For Africa, this has huge social and economic implications where the role of the Arts and culture is vital to building community assets, developing individual skills and contributing to the well-being of lives.
The concept of bringing the new and vibrant Africa to the world is based on continual market research and trends analysis. In Africa Foundation's strategy of engaging international designers to work with the artists and community groups, fusing contemporary design with traditional craft skills, ensures global market appeal and sustainability.
Central to our strategy is the provision of representation for skilled artists and craft workers to ensure they are not exploited by unscrupulous traders.
The In Africa product range is sourced directly from the In Africa Foundation-established and supported Rural Enterprise Development projects throughout Africa. Currently some 4000 artists and artisans (mostly women) are benefiting from the foundation's work and In Africa Foundation intends to grow this number by at least 3000 sustainable jobs per annum. And since one craftsperson employed can adequately feed and support up to 10 people, the flow-on effects are enormous. Currently, the foundation directly supports communities in the following regions: