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Mobilizing students at Historically Black Colleges and Universities to buy African-made clothing
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Purchase for AfricaA Socially-Conscious Buying & Global
Branding Program
Rosa Whitaker
May 6th, 2009
What is Purchase from Africa?
HBCU-led purchasing program of African-manufactured apparel for export to the U.S., envisioned by Rosa Whitaker, former Asst. U.S. Trade Representative under Presidents William J. Clinton and George W. Bush
HBCU students with choices to purchase African-manufactured apparel, including t-shirts, jeans and jackets, from campus student stores.
People Helping People
Reduces Poverty in poorest countries in the world
Creates socially- conscious buying power among HBCUs on international level
Retains women workers caring for extended families, many infected with HIV/AIDS
Stirs potential African student interest in attending HBCUs
Why Should HBCUs Care?
Builds global goodwill for HBCUs
Propels HBCUs as key players in U.S. Trade Agenda
Increases socially-conscious buying and potential sales in campus stores
African Americans’ ImpressivePurchasing Power
2007: $845 billion up 166% in 17 years (1990: $318 billion)
2012: $1 trillion (projection)
African American Teenage Consumers: Spend almost $100 pm -- 20% more than average teens in U.S.
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Source: University of Georgia’s Selig Center for Economic Growth www.magazine.org
U.S. Preferences for Africa Trade
Africa Growth & Opportunity Act (AGOA) U.S. trade preference program providing special
access for 41 sub-Saharan African countries Low tariffs on African exports to the U.S.
African governments benefit from AGOA based on commitments to:
Political Pluralism Rule of law Workers Rights
Success & Hope in Lesotho Ethnically Sewn – Ethically Worn
Apparel Industry 39,000 factory workers 85% women as heads of
households supporting 5 extended family members
43% workers HIV/AIDS infected
Competitive Products Good quality Fair pricing High Labor standards
Africa Needs You
Build on Common Heritage
Join in Fighting Poverty
Create New Historical Imprint
Moving Forward
Commit to increase African-made clothing in HBCU student stores by:
20% by 2010
Connect directly with sourcing agents in Africa via Purchase for Africa program.