Ghanaian model and entrepreneur Hamamat Montia has been officially appointed as Ghana’s Cultural Ambassador for shea butter in recognition of her significant work in promoting the country’s shea industry and cultural heritage. The appointment took place at a ceremony hosted by the Ministry of Tourism, Culture and Creative Arts in Accra, where she was presented with an honourary citation for her outstanding dedication and advocacy.
The ambassadorial role places Montia at the forefront of efforts to showcase Ghana’s shea butter sector — a key cultural and economic asset — to local and international audiences. Officials highlighted her leadership in transforming traditional practices into a globally recognised narrative that celebrates not only the product but also the culture and community behind it.
Speakers at the event emphasised that shea butter is more than a commodity; it embodies generations of indigenous knowledge, supports rural women’s livelihoods and contributes to Ghana’s economic story. As Cultural Ambassador, Montia is expected to champion these values and help strengthen the global appreciation of Ghana’s heritage and artisanal crafts.
Her appointment comes amid growing interest in Ghana’s cultural tourism offerings and increased efforts by the Ghana Tourism Authority to leverage local personalities to promote national identity internationally. Montia’s leadership in the shea butter field, combined with her entrepreneurial success, makes her a fitting choice to represent one of Ghana’s most iconic natural products.
The honour has been widely celebrated by cultural advocates and industry stakeholders, who see it as a strategic move to spotlight Ghana’s heritage industries and empower voices that connect tradition with modern global markets.
