The Shelf Audit Files No. 13 — Where Your Dollar Stops

There is a jar of shea butter on the shelf right now. Nine dollars for eight ounces. It says Ghana on the label. It turns up on Black-owned brand lists, in roundups, in the comments every time somebody asks what to buy instead.

The company that makes it is owned by a family in Miami Gardens. They have never claimed to be Black-owned anywhere we could find. The lists are the ones that got it wrong.

That is one of ten. This book sorts the shea aisle on the only two things worth sorting on: who owns the company taking your money, and where that money lands once it gets there. By the end you will read the whole aisle differently.