Interviews
They Built a Moringa Supply Chain From the Ground Up in Ghana
How Kwami Williams and Emily Cunningham turned an overlooked plant into a growing skincare and wellness brand while building a regenerative supply chain in Ghana.
Interviews
How Kwami Williams and Emily Cunningham turned an overlooked plant into a growing skincare and wellness brand while building a regenerative supply chain in Ghana.
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Most beauty brands source their ingredients. This week's founders built the entire supply chain themselves.
Kwami Williams and Emily Cunningham started True Moringa after working with smallholder farmers in northern Ghana. They discovered that moringa, one of the most nutrient-rich plants on the planet, was also one of the most overlooked. And they saw a chance to build something rare — a brand that creates products and creates opportunity in equal measure.
Ten years later, True Moringa runs a regenerative organic farm and processing factory in Ghana, ships to Whole Foods, and has helped its farmers save and lend more than $1.7 million through its Village Savings program. We sat down with Kwami and Emily to talk about vertical integration, why building infrastructure is sometimes literal, and what it means to grow a product and a community at the same time.
The Product and Audience: What is True Moringa and who is it for?
True Moringa makes superfood skincare and wellness products grown on our regenerative organic farm in Ghana. The brand combines clinically supported botanical ingredients with transparent and ethical sourcing to create products designed to nourish both people and the planet. Our customers care about simple, effective, science-backed skincare while also wanting to support regenerative agriculture, fair trade practices, and women-led farming communities.
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The Spark: When did you launch, and what made you say "I need to build this"?
The idea for True Moringa began while we were working with smallholder farmers in northern Ghana. We discovered that moringa, one of the world's most nutrient-rich plants, was also surprisingly overlooked. As we learned more about its benefits for both nutrition and topical skincare, we saw an opportunity. Why not create products that showcase moringa while helping the farmers growing it earn more from their crops? That idea became the foundation for True Moringa.
The Launch: When did you launch and how did you create pre-launch buzz?
True Moringa officially launched in 2014 after we spent years developing our direct sourcing model, perfecting our formulas, and building a processing factory and farmer network in Ghana. Before launch, we shared the journey through crowdfunding, media coverage, farmers markets, and community events. Instead of simply promoting a finished product, we showed people the work behind it — from planting moringa trees to partnering with women farmers and producing our first batches. That transparency helped us build a community of early supporters who believed in both the product and the mission.
The First 100: How did you find your first customers?
The first customers came through farmers markets, pop-up events, and word of mouth. Those in-person experiences gave people the chance to try the products while hearing the story behind them. Crowdfunding, social media, and press coverage also helped us build an early online community. Those first customers eventually became advocates, helping introduce the brand to friends, family, and retailers including Whole Foods, Thrive Market, and Macy's.
The Advice: What would you tell a first-time founder in their first 90 days?
Build your founder community. Surround yourself with other founders who are willing to share resources, advice, successes, and failures. You don't have to build a company in isolation. There is room for everyone at the table.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Building a vertically integrated supply chain is hard. True Moringa operates an organic farm and factory in Ghana, which means dealing with challenges that many CPG founders never encounter. Sometimes that means building physical infrastructure like roads, bridges, and electric poles. It also means dealing with floods, wildfires, and droughts. Those challenges can be financially and emotionally demanding, but they're part of what it takes to build the supply chain we believe in.
The Milestone: What has been your biggest "we made it" moment so far?
We've hit several major milestones. We achieved Regenerative Organic Certification, helped our farmers save and lend more than $1.7 million through our Village Savings & Loan Association program, and brought products from the soils of Ghana to the shelves of Whole Foods Market. For us, those accomplishments represent more than business growth. They show what can happen when a product, a farming community, and a long-term mission grow together.
The AI Trend: How have you used AI to help your business grow?
We use AI primarily to automate repetitive tasks and give our team more time for creative work. But we're intentional about how we use the technology. AI isn't intended to replace jobs, critical thinking, or human connection. Instead, it's another tool that helps the team spend more time on the work that requires people.
The Horizon: What should we be excited to see from True Moringa in the next six months?
The next six months are bringing several major updates. We're preparing to roll out new packaging, launch a new product, and expand our retail footprint. The goal is to bring the brand to even more customers while continuing to build on the foundation established in Ghana.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Yvaya Farm
CPG: Kawa Moka
CPG: Midunu Chocolates
The Shop: Where can readers find True Moringa?
Shop directly at truemoringa.com. The brand is also available at Whole Foods, Thrive Market, and Macys.com.
The Connection: Where is the best place to follow along?
Grown, harvested, and made in Ghana. Available at truemoringa.com and select retailers.
Shop True Moringa
