Driven by personal loss and a passion for change, Hannah Max-Macarthy transforms energy solutions in Sierra Leone through sustainable, life-saving cookstoves.
In this inaugural edition of our Founder’s Corner series, we are excited to feature and interview Hannah Max-Macarthy, the visionary leader behind Westwind Energy Limited. With a mission to utilize sustainable energy for a better future, Hannah has been driving impactful change in Sierra Leone since 2012. Westwind Energy’s innovative projects and commitment to sustainable development have not only transformed the energy space but also inspired countless others to follow suit.
Hannah, thank you for joining us. You’ve been leading Westwind Energy since 2012. What inspired you to co-found Westwind Energy and focus on energy-efficient cookstoves?
Hannah: Thank you for having me. The inspiration to co-found Westwind Energy came from meeting Tapsir N’Jai and learning about Wonder Stoves, a venture his parents started in 1990. When Tapsir’s father retired and offered us the chance to take over Wonder Stoves, we saw an incredible opportunity to build on the brand’s already well-known reputation in Sierra Leone and neighboring countries and to expand its reach even further.
I was driven by the loss of my mother to a smoke-related illness caused by indoor air pollution. Knowing these stoves reduce indoor air pollution and save lives was a major part of my motivation.
Our focus on energy-efficient cookstoves stems from understanding the severe health hazards of traditional cooking methods, particularly for women and children, as well as the environmental impact due to excessive fuel consumption and deforestation.
Through extensive research and visits to various kitchens, we recognized how urgent the need was to increase the reach of improved cooking solutions. We then set about developing products that alleviate the daily struggles faced by women in the kitchen, improve their quality of life, and contribute to environmental conservation.
Building on the pioneering work of the founders, we continue to develop innovative cooking solutions and expand their reach.
“Knowing these stoves reduce indoor air pollution and save lives was a major part of my motivation.”
Thank you for sharing the story behind the founding of Westwind Energy. It’s clear that personal experience and a vision for change have been central to your journey.
Moving on to your impact, your initiative has sold over 50,000 Wonder Stoves, and the feedback from the communities you serve is remarkable. Could you share some of the most impactful stories or feedback you’ve received?
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Hannah: There are two stories that I’ll share that highlight the transformative power of our stoves.
When we first started the business, we inherited the “bell bottom” or KCJ design, which had been on the market since 1990. This stove presented challenges. We noticed users had to bend uncomfortably while cooking, and they also had to remove ash manually. In response, we designed the “standing stove,” featuring an ashtray and an elevated cooking surface for improved comfort and efficiency. This innovation impacted the cooking experience for women and became an instant success.
Although we discontinued production four years ago, the positive impact continues. The knowledge we shared with artisans in stove-making communities has enabled them to continue manufacturing the standing stove.
This stove boosted efficiency and convenience and also empowered local artisans, providing sustainable livelihoods for over 200 families. While we have ceased production, the standing stove’s enduring popularity and continued local manufacturing reflect the lasting impact of our design and its influence on the local stove market.
Our institutional stoves have been revolutionary. Before our designs, large-scale cooking was mostly done using traditional three-stone fires, which are inefficient, causing burns and health issues due to excessive smoke and energy waste. When we installed the first stoves in schools during the pilot phase, the results were transformative.
One urban school that took part in the pilot reported reducing fuel consumption from 75 bunches of wood to just 15 bunches per day, saving $6,000 in 2 years on wood purchases.
We are currently rolling out the stoves in schools through WFP. After installing our stoves, cooks have reported significant improvements in health due to the elimination of smoke; they now have improved air quality, cooking time is reduced by half, and wood use has decreased significantly. This stove has now been rolled out in over 60 school kitchens, benefiting more than 30,000 people annually.
“One urban school that took part in the pilot reported reducing fuel consumption from 75 bunches of wood to just 15 bunches per day, saving $6,000 in 2 years on wood purchase.”
It’s inspiring to hear about the tangible benefits your stoves have brought to so many lives. Now, considering the environmental benefits, Westwind Energy’s stoves have contributed to a reduction of over 15,000 tons of CO2 annually. How does this achievement fit into your broader vision for combating climate change in Sub-Saharan Africa?
Hannah: Our stoves are already making a significant impact on combating climate change. This achievement has improved the lives of thousands of families by providing cleaner, more efficient cooking solutions. However, we are just getting started.
Our focus is now on scaling up production, developing stoves that use cleaner alternative fuels, and building partnerships to accelerate widespread adoption. Through these efforts, we aim to significantly increase our positive impact, create sustainable livelihoods, and contribute to a healthier planet for future generations.
Your broader vision is quite ambitious and impactful. Alongside environmental gains, the economic impact is also significant, with $5 million in annual fuel savings and over 200 jobs created. How do you ensure that your business model remains sustainable and continues to provide economic opportunities?
Hannah: Our sustainability and growth are driven by a multi-faceted approach. We prioritize innovation in stove design, coupled with effective marketing strategies, to maintain our competitive edge.
Strong financial management ensures the longevity of our operations, and we place a high value on constant engagement with our users.
This user-centric approach strengthens our brand and creates sustainable economic opportunities for both our company and the communities we serve.
Your approach to sustaining economic growth is impressive. Speaking of local impact, all your products are 100% made in Sierra Leone. Can you explain the significance of local production and how it benefits the local economy and community?
Hannah: Manufacturing our products entirely in Sierra Leone is highly significant for both the local economy and community, as it generates employment opportunities and contributes to job creation and skill development for local workers. Utilizing local labor and sourcing materials domestically means we stimulate the growth of other businesses and suppliers, fostering economic resilience and reducing dependency on costly imports.
This local production model makes our products more affordable and enhances the stability of our supply chain. Additionally, it strengthens community pride in locally made goods and enables us to reinvest in local infrastructure and development projects. This approach aligns with our broader mission of supporting sustainable economic growth and driving positive, long-term change in the country.
The local production model clearly has far-reaching benefits. In terms of innovation, Westwind Energy has introduced several groundbreaking products, such as the first-ever double burner and institutional stoves. What drives your innovation, and how do you identify the needs of your target market?
Hannah: Our innovation process is grounded in deep engagement with the communities we serve. Through extensive field research and direct user feedback, we identify the specific challenges faced by households and institutions when using traditional cooking methods. This invaluable insight informs the design of our products.
Continuous testing and refining of our products in real-world settings ensures that our stoves are technologically advanced, practical, and culturally relevant. This collaborative approach to innovation guarantees that our products are truly user-centric and deliver maximum impact.
Your focus on user-centric innovation is commendable. On another note, you’ve been involved in several initiatives, including the Feed Salone program and supporting landslide-affected households. How do these collaborations enhance the impact of Westwind Energy?
Hannah: Collaboration is central to our mission. Partnering with diverse organizations allows us to leverage a wealth of expertise and resources to amplify our impact. These collaborations enable us to customize our solutions to address the specific needs of the communities we serve, promoting sustainable development and driving meaningful change. Working together allows us to achieve far more than we could on our own.
It’s great to see the collaborative approach you take. Gender equality is another core value at Westwind Energy, with a 70% female workforce. How do you promote gender inclusivity within your organization, and what advice would you give to other companies aiming to do the same?
Hannah: Our commitment to gender equality and women’s empowerment is reflected in our workforce, where women make up 70% of our team. Our “Earn While You Learn” scheme is crucial in providing women and youth with essential skills and an income, removing financial barriers to their growth. We have built a supportive work environment with flexible policies and equal opportunities, while also investing in training and mentorship to nurture women team leaders.
For other companies aiming to enhance gender equality, I’d advise prioritizing women in leadership roles and creating a supportive, inclusive culture. Implementing flexible policies, investing in employee development, and continually evaluating progress are key steps. These measures promote equality, drive overall success, and create a more equitable workplace.
“Our commitment to gender equality and women’s empowerment is reflected in our workforce, where women make up 70% of our team.”
Your efforts to promote gender inclusivity are truly inspiring. Looking at the bigger picture, clean cooking supports 10 of the 17 Sustainable Development Goals (SDGs). Can you elaborate on how Westwind Energy’s mission aligns with these global goals and your contributions toward achieving them?
Hannah: Westwind Energy is committed to advancing the Sustainable Development Goals and is proud to be a catalyst for positive change, aligning with the 10 SDGs. Our clean cooking solutions directly contribute to improving health, empowering women, and combating climate change. Through the provision of clean, affordable energy, job creation, and the development of sustainable communities, we drive economic growth and environmental protection.
Our innovative approach supports building resilient infrastructure and promoting responsible consumption. Additionally, our “Earn While You Learn” scheme empowers marginalized communities, offering valuable opportunities for personal and professional advancement. We are dedicated to making a meaningful impact and building a more sustainable future within the communities we serve.
It’s clear that your mission aligns well with the SDGs. As a female leader in a predominantly male-dominated industry, what unique challenges have you encountered, and how have you navigated them?
Hannah: As a female leader in the male-dominated cookstove manufacturing industry, I encountered unique challenges, such as initial resistance from male workers who were unaccustomed to taking instructions from a woman. This hesitation did not deter me. I navigated these challenges with determination, persistence, and assertiveness, ensuring that my presence and leadership were respected and acknowledged. Recognizing the importance of diversity, we actively recruited more women, equipping them with essential technical and leadership skills.
This effort has been transformative, resulting in a workforce that is now 70% female, showcasing the power of inclusivity and empowerment.
Your experiences navigating these challenges are both enlightening and encouraging. Looking ahead, what are your future plans for Westwind Energy? Are there any new products, projects, or markets you are excited to explore?
Hannah: Looking ahead, Westwind Energy is focused on several key initiatives. Our newly developed household charcoal and wood stoves have passed ISO testing with good results and are now undergoing user trials to ensure user acceptability and adaptability.
We are also creating commercial stoves tailored for women entrepreneurs in the food service industry, designed to use renewable fuels, improve health outcomes, and enhance both cooking efficiency and business growth.
In addition to strengthening our market presence within the Mano River Union, we are exploring new markets within the region to broaden our impact. Our aim is to improve lives and support environmental sustainability by providing clean, efficient cooking solutions across the region.
Your future plans sound exciting and ambitious. Finally, what message would you like to share with other founders and aspiring entrepreneurs working towards sustainable development in Africa?
Hannah: My message to fellow founders and aspiring entrepreneurs is to stay persistent and resilient in the face of challenges. Keep advancing and stay dedicated to your mission, no matter how tough it gets. Remain confident that your efforts will lead to positive change.
Don’t shy away from sharing your work widely, as it boosts visibility and opens doors for new opportunities.
Additionally, be open to collaborations, as partnering with others can bring valuable insights and resources and accelerate your impact.
Although the journey may be demanding, always remember that your dedication can and will drive significant, positive change.
Thank you for that motivating message. To wrap up, what keeps you motivated and inspired in your work every day?
Hannah: What keeps me motivated every day is witnessing the transformative impact of our products. Connecting with the people whose lives are improved by our stoves through better health, economic opportunities, and overall well-being is incredibly rewarding.
Hearing their stories and seeing firsthand the difference we make reaffirms the value of our work. This continual interaction fuels my determination to expand our reach and drive even greater change.
It’s evident that your passion and dedication are the driving forces behind your work. As we conclude, we’d like to reflect on the pressing issues surrounding clean cooking in Africa and beyond. Traditional cooking methods pose significant health and environmental risks, particularly for women and girls. It’s essential that we collaborate to develop and distribute clean cooking solutions to address these challenges effectively.
Together, we can drive meaningful change and work towards a healthier, more sustainable future. We deeply appreciate the incredible work being done at Westwind Energy Limited and look forward to seeing continued positive impacts. Thank you, Hannah, for sharing your journey and insights with us.
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