"Images play a crucial role in defining and controlling the political and social power to which both individuals and marginalized groups have access. The deeply ideological nature of imagery determines not only how other people think about us but how we think about ourselves"

(Pratibaha Parmar “Black Feminism: The Politics of Articulation”)

moa is a concept that aims to support cutting-edge companies and their products made with an African touch. Our first goal is to fight the idea that Africa is simply a mine for raw materials to be exported and handled elsewhere, but rather a place where people grow and develop new ideas and products, which can compete on the international market. This misguided perception often derives not only from a process of folklorization but also of self-exoticization when a marginalised group defines and places itself as exotic in order to be visible. We believe, on the contrary, that African cultures, traditions and inventiveness should stand out without perpetuating an imaginary based on implicit internalised structures of power.

According to moa parameters, high-quality is defined as an innovative and creative approach that places emphasis on the full traceability of the origin of raw materials, fair trade, respect for the environment, workers’ rights and gender equality. Moa includes not only products which are entirely produced in Africa but also those whose components are made in Africa, as long as they convey the moa message, namely the creation of an imaginary that can effectively contribute to dismantling the most widespread stereotypes about Africa. 

Moa products must, therefore, embody the manifold potentials of Africa, Africans and people from African Diaspora, valorise women’s labour, reduce the environmental impact of production and transport, and efficiently upcycle waste materials.

In order to make these products recognisable, we have created moa label, a certification that applies to all those products which are entirely made in Africa or whose production chain partly takes place in Africa. In the latter case, products must, furthermore, meet at least one of our fundamental criteria:

co2-saving Up to 60% of the production chain must take place in Africa; 40% in the distribution country. This type of products obtain our moa label when the transport of semi-manufactured products and raw materials have a smaller environmental impact than that of the finished products. By doing so, we contribute to reducing global CO2 emissions.
upcycling Products that meet this requirement are a successful outcome of an upcycling project carried out in Africa or by Africans, or by people from the African Diaspora. Old objects give life to new ones
social Products that are the result of a social project developed in Africa or by Africans, or by people from the African Diaspora.
diaspora Poducts that fit this category are produced or/and designed either in Africa or in another country by people from the African Diaspora. If you feel part of the African Diaspora, your innovative products will fit this requirement
Women power We endorse both African and non-African companies that are led by women/people who self-define as women, or in which at least 50% of the employees are women, or that significantly promote gender equality as well as valorise women’s labour


In order to boost innovations made of African we are also about to establish a foundation, the moa foundation. The Mission of the moa foundation is the financial and ideal support of African innovation based on the moa-concept as elaborated above. The moa foundation will have two core sources of financing:

via emoa.africa From every product awarded with the moa label and sale on emoa.africa go 0.5% of the revenue to the moa foundation.
outside From every product awarded with the moa label and sale outside emoa.africa go 0.5% of the revenue to the moa foundation


With this system we want to stay we want to be independent of any political financiers and influence