AfricanOptimist Episode #10 Gus Le Breton - On influencing EU law, the challenges of processing wild-harvested fruit, the future power of baobab harvesters and the need for 'courage, my son' It is hard not to think of the Greek myth of Sisyphus when you listen to Gus le Breton tell the unfolding story of the production and sale of the African indigenous baobab fruit. Much like the Greek king Sisyphus who was condemned by the Greek god Zeus to keep rolling a stone up a hill only to see it roll back down again when he reaches the top, Gus seems to face a new challenge just as he deals with an old one in this telling of his baobab tale.At face value, this episode seems like an entrepreneur's story of how to create and export an indigenous food. But it is so much more than that. It is the open account of the struggles and successes of an almost 30-year journey to make the unique African baobabs (a keystone species of the planet) economically viable, in the hope that this can reduce poverty for its wild harvesters and lead to the long-term preservation of this ancient resource. It is also a masterclass in the details of what it takes to get to market, influence legislation and create demand for what nature has to offer, but many take for granted.And unlike Sisyphus, Gus did manage to successfully push some big boulders over the hill, and also loves his work and does not see it as punishment. But his cautionary tale still holds. Perseverance is key. For more information on Gus Le Breton, visit his page on the AfricanOptimist website, where you can find his bio, show notes and episode transcript.Never want to miss an episode? Visit our website and subscribe to the AfricanOptimist newsletter. TIME STAMPS00:00 Introduction to Baobab and Initial Reactions00:38 Welcome to the African Optimist Podcast00:51 The Baobab Tree: A Natural Marvel02:06 Gus le Breton: The African Plant Hunter03:52 Challenges in Commercializing Baobab05:23 Early Efforts and Setbacks07:11 The Struggle with Industrial Agriculture10:31 The Journey to Market Baobab20:16 Navigating Regulatory Hurdles31:46 The Importance of Wild Harvesting34:04 Processing Baobab: Challenges and Solutions38:36 Challenges of Traditional Baobab Processing39:43 Ensuring Quality and Standardization40:35 Formation of the African Baobab Alliance42:11 Collaboration vs. Competition44:11 Creating Demand for Baobab48:14 Marketing Challenges and Success Stories54:37 The Superfood Debate57:13 Importance of Research and Consumer Awareness59:25 Fair Trade and Value Distribution01:07:29 Future Prospects and Investor Insights01:08:38 Final Thoughts and Encouragement

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