Kulthum Maabad turns Zanzibar’s seaweed into global gold

Zanzibar. Amid the serene shores of Zanzibar, one woman is transforming seaweed into a thriving business that is not only flourishing locally but also making an impact globally.

This is despite a local preference for foreign-manufactured wellness products that have dominated the market.

The founder of MelaninGold Organic, Ms Kulthum Maabad, has successfully transformed Zanzibar’s seaweed industry from a raw export market into a thriving sector that produces skincare, haircare, and food supplements.

Her journey, shaped by resilience and vision, is helping to elevate the island’s seaweed farming industry while empowering women and youth in the community.

Ms Maabad’s path to Zanzibar was not a simple one.

In mid-2020, she left her family in Arusha to pursue an opportunity she felt was too promising to ignore: Zanzibar’s burgeoning seaweed sector.

“The move was both a personal and strategic decision,” recalls Ms Maabad.

“I saw an incredible potential to not only tap into the seaweed industry but also to work closely with the women farmers who are central to this sector,” she added.

Her decision was spurred by the increasing demand for sustainable wellness products during the COVID-19 pandemic, particularly in markets like the US.

“Seaweed has so many benefits for food, skin, and hair. I saw it as an untapped resource for wellness solutions,” Ms Maabad explains.

The early days of MelaninGold Organic were anything but easy.

Ms Maabad faced numerous challenges, from navigating complex regulatory hurdles to sourcing export licenses and developing viable product formulations.

“Starting as a woman in the seaweed industry was tough, it was a well-guarded place and newcomers were not welcome” she admits. “But persistence paid off,” she adds.

By 2021, her company was shipping 20 tonnes of raw seaweed, and by 2022/23, she had expanded her product line to include more than 20 finished products.

The breakthrough came when Ms Maabad pivoted from raw seaweed exports to manufacturing retail-ready items.

“The transition to finished products was a game-changer. It allowed us to build a strong foundation for growth and gain the trust of our customers. Being recognized as a trailblazer in Zanzibar’s blue economy was a huge accomplishment,” said Ms Maabad.

While establishing her business in Zanzibar was fraught with challenges, Ms Maabad credits the Zanzibar Economic Empowerment Agency (ZEEA) for helping her navigate the initial hurdles.

“ZEEA’s support was crucial in the early stages. Being part of their incubation program gave us access to training, market opportunities, and incentives that were vital for our growth,” she explains.

Her persistence paid off as she saw her business not only survive but thrive.

Shifting the business model to value-added products allowed Ms Maabad to gain momentum, helping her grow her brand and reach new markets.

One of the most rewarding aspects of MelaninGold Organic is its commitment to empowering women and youth.

Ms Maabad’s business is not only family-owned, but it also provides valuable employment opportunities to Zanzibar’s young people.

“We create jobs and offer skill development, which is essential for the community,” she says.

Her mother, Ms Jamila Mdoe Maabad, has been a cornerstone of the business’s success, using her knowledge from the Small Industries Development Organization (SIDO) to help create the company’s unique formulations.

“Family is key to success. We nurture skills within our homes and build a legacy together,” she adds.

While Ms Maabad is keen to expand into international markets, especially in the US, she is also focused on growing the local and regional markets.

“We’re targeting both international customers and Zanzibar’s tourism sector, where organic wellness products have a growing appeal,” she says.

The company’s success has led to exciting new opportunities, including selling products at Zanzibar’s Terminal 3 Airport, and plans to expand into Dubai’s international airport soon.

Through her participation in programs like the USAfrica Trade Hub’s incubation initiative, Ms Maabad is forging valuable connections to navigate challenges such as high shipping costs and regulatory barriers.

“We want to bring Zanzibar’s finest organic products to a global audience,” she confidently says.

Looking ahead, Ms Maabad is optimistic about the future of MelaninGold Organic, “We’ve established a strong foundation, and now we’re ready to expand our global reach while staying true to our roots.”

Her participation in global summits like the C3 Health Davos Summit and UN General Assembly (UNGA 2024) has opened new doors for networking and growth, positioning her brand for future success.

At the same time, Ms Maabad remains aware of the challenges facing Zanzibar’s seaweed farming sector, particularly with the younger generation’s decreasing interest in seaweed cultivation.

“The skills needed for seaweed farming could disappear in the next decade,” she warns.

“It’s crucial that we pass on this knowledge to the younger generation, providing them with the training and tools to meet international standards.”

For now, MelaninGold Organic remains a shining example of the potential within Zanzibar’s blue economy.

They not only offer sustainable wellness products but also champion the empowerment of women and youth, making a meaningful impact both locally and globally.