iDE Global
Adam Blue Green Hover


Sama Sama Latrines Business Owner

If Adam has her way, more women in rural Ghana would be entrepreneurs like her. Adam oversees every step of her latrine businesses from sale to installation and despite cultural and religious norms that typically hold women back, her business is thriving. Adam became the first woman toilet business owner to work with Sama Sama, iDE’s social enterprise in northern Ghana, but she hopes to inspire many more. “We should learn to be independent,” said Adam. “We should learn to go out and work.” As a woman and a devout Muslim, Adam found her relationships with customers and workers to be uniquely challenging. Some did not trust that she could complete the job and others refused to respect her authority as the “boss.” But despite the challenges, her business and customer base have been growing and she encourages other women to follow her lead. “I am now very independent. I don’t look up to anybody,” said Adam. “God willing I can stand alone and do whatever I want.”

iDE established Sama Sama in 2016 and continues to encourage greater participation of women like Adam in the sanitation value chain through the recruitment, engagement, and training of diverse private sector sales and production teams.

What's next for Adam

“To grow my business, I need resources to buy materials in bulk and to transport them from my production center to the customer's residence. This will decrease my cost of production and increase my rate of income.”

Adam Adamu is holding a 40 Under 40 certificate presented to her by the Sama Sama management team for exemplifying the highest qualities of entrepreneurship: business savvy, courage, community-mindedness, innovation, leadership, and grit. Adamu's company, Rida Enterprises, produces latrines for Sama Sama, a social enterprise that brings affordable sanitation and hygiene solutions to rural Ghanaians. From left to right: Ebenezer Atsugah, Abdul-Mumin Damba Tahidu, Ebenezer Kwakye, Alhassan Hilda Wunniche, Abdallah Yamusah, Hassan Yahya Ahmed, Adam Adamu, Mohammed Hardi, Sanatu Alhassan, Gariba Jaminu, Martin Ebe Baloroo.

Adam's Details

  • Ghana
  • Water, Sanitation & Hygiene
Entrepreneur Impact
  • Job Creation
  • Availability of Technology
  • Motivating Investment
  • Advocating For Change
  • Production
  • Local Distribution & Sales
Ecosystem Impact
  • Food & Nutrition Security
  • Water Security
  • Local Economic Development
  • Transformative Market Participation

Country Profile

  • 138/189

    Human Development Index (HDI) Rank

  • 13%

    Poverty Rate

  • 32 Million People


iDE was started as a radical idea that business is a solution to move people out of poverty. 40 years later, we still don't give things away. We create long term change by powering entrepreneurs to end poverty for their families and communities.

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