Activator Update: Natural Shea Care

Manny Addo

Founder of Natural Shea Care - Living the American Dream while staying true to his African roots. https://www.naturalsheacare.com/

In August 2001, Manny Addo arrived in the United States from his native Ghana, hopped on a bus in New York en route to Cincinnati “not knowing,” as he says, “a single soul.” Now, as the title of his recently released book notes, he has gone “From African to 1,500 Kroger Stores.” Now, thanks to a grant from Main Street Ventures (MSV), Addo is stepping into the next chapter of his journey, quite literally.

HEAD OVER HEELS

Earning his MBA in finance and marketing from Xavier University after originally obtaining his bachelor’s degree in economics from the University of Cape Town, Addo is the founder of Natural Shea Care. A natural beauty care company, Natural Shea Care’s latest product is intended to help people stay head over heels in love with their feet. Heel balm is a “powerhouse of hydration” that uses unrefined shea butter, vitamin E as well as a combination of coconut and essential oils to nourish and prevent dry skin and cracking. 

In 2023, MSV provided Natural Shea Care a $10,000 grant, which Addo says was used for the formulation of the company’s heel balm production as well as manufacturing the product. The product is one of several Addo’s company sells under its True Shea banner, available at Jungle Jim’s International Market, several major retailers including Target.com, Walmart.com and some 1,900+ Kroger stores. 

Addo says increasing the visibility of his company’s skincare products has been one of his greatest challenges, which is why having the additional funding from MSV was key to breaking through via “persistent effort and innovative marketing strategies.” 

Becoming familiar with MSV when they were located at Cincinnati’s Union Hall, Addo says he was drawn to the entrepreneurial resource as “their commitment to fostering innovation and providing resources perfectly aligned” with his company’s mission: Bringing high-quality, ethically sourced shea butter-based skincare products to a broader audience.

CONNECTING TWO CONTINENTS

Addo’s work with Natural Shea Care isn’t just your typical entrepreneur story, however. Growing up in Ghana required him to complete his one year of the country’s National Service Scheme, which includes undertaking projects designed to combat hunger, illiteracy, disease and unemployment among other tasks. National Service Scheme duty can be fulfilled in several fields, including agriculture, education, health, local government, military, youth programs or rural development. 

Addo’s service saw him assigned to a remote village where children as young as six years old would often walk miles to acquire clean buckets of water for their families. Looking to rectify that problem, Addo made a promise that he would one day build water wells to help service that village and others like it. Now, the success of his True Shea products has allowed him to make good on his word, the first water well being built last year to service a Ghanian community of approximately 15,000.

OBLIGATION TO SERVE

His commitment to helping others continues to drive his work – a fact evident in Addo hosting An Africa-America Trade and Investment Summit in the fall of 2024. Addo hopes the event will connect businesses in Africa and Cincinnati to promote relationships and partnerships between the two continents. It follows the inaugural summit that took place in July 2018 attended by several notable entities including Ghana’s Minister of Trade and the presidents of Cintas, Kroger and Procter & Gamble among others. Addo says he also spends much of his time helping to coach, teach and counsel other small business owners. 

“That is a part time job, that is quickly becoming a full-time unpaid job,” he says. “But that is all good as it’s good give back to society.” 

Addo says entrepreneurial support agencies are key to his ability to live out his American Dream – which is why he encourages others looking to do the same to see how MSV can help them achieve theirs.

“My advice for other entrepreneurs seeking funding and guidance is to leverage your network and look for organizations that offer more than just financial support. Connect with community leaders, such as (MSV Executive Director) Sean Parker, who can offer mentorship and open doors to further opportunities,” he says. “Additionally, take full advantage of workshops and resources provided by funding organizations. These can be pivotal in refining your strategies and overcoming business challenges. Always seek partners who are genuinely invested in your growth and success, like we found with Main Street Ventures.”