Accra, Ghana – February 10, 2026 – The Government of Ghana, through the Ministry of Tourism, Culture and Creative Arts, has appointed renowned cultural advocate and entrepreneur Ms. Hamamat Montia as Cultural Ambassador for Ghana’s Shea Butter, reaffirming its commitment to positioning culture as a central driver of national development.
Speaking at a special recognition ceremony held in Accra, the Minister for Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, described the appointment as both symbolic and strategic, noting that culture is not peripheral but foundational to Ghana’s identity, economy and global relevance.
According to the Minister, Shea Butter represents more than a cosmetic product; it is a living expression of indigenous knowledge, women’s enterprise, sustainability and African ingenuity. She stressed that by elevating Shea Butter, Ghana is also elevating rural communities, particularly women whose livelihoods depend on the value chain.
Hon. Gomashie further called for deliberate investment in culture as a national strategy, citing Ghanaian textiles such as fugu and kente (kete) as examples of how culture sustains livelihoods across agriculture, fashion, tourism and trade. She reaffirmed government’s resolve to reposition culture as a source of dignity, jobs and global visibility, working in partnership with creatives, traditional authorities, influencers and cultural ambassadors.
In her acceptance remarks, Ms. Hamamat Montia traced her inspiration to her grandmother, an indigenous herbalist whose deep knowledge of plant medicine earned recognition both locally and internationally. She used the story to underscore the importance of valuing ancestral knowledge beyond formal documentation, describing culture as wealth passed from generation to generation.
Ms. Montia highlighted the economic potential of the Shea Butter industry, noting that the global market is valued at over US$2.6 billion, yet Africa captures only a fraction of that value. She called for a shift from exporting raw materials to producing premium, ethical and competitive African products, positioning Ghana as a global hub for natural skincare.
She also appealed for partnerships and investment to scale production, citing growing international demand and renewed global attention on Ghanaian heritage following recent high-profile cultural engagements.
The Deputy Minister for Tourism, Culture and Creative Arts, Hon. Yussif Issaka Jajah in his remarks, welcomed the appointment and emphasized the need to modernise Shea Butter production through appropriate technology to meet rising global demand while empowering women producers. He assured Ms. Montia of the Ministry’s full support and encouraged Ghanaian businesses to take advantage of partnership opportunities within the expanding Shea Butter market.
The ceremony concluded with a renewed call for sustained investment in culture, with the Ministry announcing plans for further cultural engagements, including a Shea Butter culinary and cultural showcase scheduled for March 14, Ghana Culture Day.
The appointment of Hamamat Montia as Cultural Ambassador for Shea Butter is expected to strengthen Ghana’s cultural diplomacy, promote women-led enterprises, and enhance the country’s competitiveness in global cultural and creative industries.
Source : Delassie M. Awuku – PR Unit – MoTCCA
