In this episode, Madelaine explains the hidden journey behind many of the clothes we wear and why the fashion supply chain often begins in a forest plantation rather than a factory or retail store. She explores how wood grown in South Africa is transformed into dissolving wood pulp before being exported, converted into fibre, spun into yarn and eventually manufactured into clothing. The conversation examines whether Africa can capture more value from this process by developing stronger local and regional manufacturing capabilities rather than remaining primarily at the beginning of global value chains.
Madelaine also explores how rising expectations around sustainability, traceability and transparency are reshaping the global fashion industry. As consumers and regulators demand greater evidence about where materials originate and how products are manufactured, she explains why traceability is becoming increasingly important and how developments such as digital product passports could create new expectations for businesses throughout the supply chain.
What We Discuss With Madelaine
• Could the clothes in your wardrobe actually begin their journey in an African forest?
• Why does Africa supply materials to global fashion brands while capturing only a fraction of the value created from them?
• Could Africa build a fashion value chain that takes products from forest plantations all the way to finished clothing?
• Is sustainable fashion an overlooked industrialisation opportunity for Africa?
• What would it take for Africa to turn its natural resources into more factories, higher value exports and better jobs?
Did you miss my previous episode where I discuss How Cascador Is Helping Africa's Growth Stage Businesses Navigate the "Messy Middle"? (https://www.buzzsprout.com/1901592/episodes/19550629) Make sure to check it out!
Connect with Terser:
LinkedIn - Terser Adamu (https://www.linkedin.com/in/terseradamu/)
Instagram - unlockingafrica (https://www.instagram.com/unlockingafrica/)
Twitter (X) - @TerserAdamu (https://twitter.com/TerserAdamu)
Connect with Madelaine
LinkedIn - Madelaine Fourie (https://www.linkedin.com/in/madelaine-fourie/) and Sappi (https://www.linkedin.com/company/sappi/)
Many of the businesses unlocking opportunities in Africa don’t do it alone. If you’d like strategic support on entering or expanding across African markets, reach out to our partners ETK Group:
www.etkgroup.co.uk (https://www.etkgroup.co.uk/)
info@etkgroup.co.uk (mailto: info@etkgroup.co.uk)