The Minister of Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, has officially appointed Hamamat Montia, CEO of the Shea Butter Museum, as Ghana’s Cultural Ambassador of Shea Butter, a pioneering role that seeks to elevate the traditional commodity to a symbol of national identity, economic value and cultural heritage.
The appointment recognises Montia’s sustained efforts to reposition shea butter beyond a mere commodity and towards an emblem of Ghanaian heritage and creative industry potential. Born and raised in Bolgatanga in northern Ghana, Montia is a former beauty queen turned entrepreneur whose career bridges beauty, culture, education and economic advocacy. Her work has seen shea butter showcased as both an artisanal product and a heritage asset with global appeal.
Montia founded the Shea Butter Museum in Accra in 2019 widely considered the world’s first institution dedicated entirely to documenting the history, production and cultural significance of shea. Through the museum, she has created a platform that celebrates intergenerational knowledge, traditional processing methods and the role of shea in Ghana’s social and economic fabric.
In announcing the appointment, the ministry highlighted that the ambassadorial role will task Montia with advocating for sustainable harvesting practices, expanding public education on shea’s heritage importance and strengthening Ghana’s presence in international markets. It marks a strategic effort by the government to deepen cultural diplomacy and support homegrown narratives in global trade.
“The recognition of shea butter as part of our cultural identity is long overdue,” said the Minister at the ceremony. “Hamamat Montia’s leadership uniquely positions her to represent not just a product, but the women, traditions and communities that make this heritage resource the ‘Green Gold’ of Ghana.”
Globally, shea butter remains a highly sought-after ingredient in cosmetics, food and pharmaceutical industries, with producing countries across West Africa supplying significant volumes into international markets. Yet, much of the value traditionally leaves the continent as unprocessed raw material. Ghana’s new approach of linking cultural identity with value addition and formal ambassadorial standing signals a deliberate shift towards capturing greater economic returns at source.
For her part, Montia expressed pride in the designation, framing it as an affirmation of both her lifelong commitment and the pivotal role of women in the shea value chain. Social media reactions to the appointment have been largely celebratory, with stakeholders applauding the government’s decision to intertwine cultural heritage and economic strategy.
The ambassadorial role will see Montia collaborate with government agencies, private sector partners and international stakeholders to broaden shea’s cultural footprint domestically and abroad and advocate for increased investment into processing, marketing and educational initiatives.
Author: Edem Latsu Nukafu
Edem Latsu Nukafu, a passionate communications professional dedicated to public relations, journalism, media strategy, and content development. He holds both a Diploma and Bachelor of Arts Degree in Communication Studies (Public Relations) from the University of Media, Arts and Communication – UniMAC-IJ. A member of Ghana Journalists Association (GJA).
