Sub-Sahara is the area of Africa that lies south of the Sahara; so we think. When hearing the word "Sub-Saharan", it is immediately assumed to be some sort of invisible border that divides the Northern and Southern regions of the continent. The United Nations Development Program lists 46 of the continent's 54 countries as sub-Saharan Africa. However, when noticing this, some countries that are not included geographically as Sub-Saharan, are in the actual Sahara Desert. So what's the history behind the word?

Many believe that "Sub-Saharan Africa" was used as a polite term for "Black Africa". During colonial times, North Africa was believed to be more culturally developed, so coining the term "Sub-Saharan" was a way to talk about Black Africans without sounding openly racist.

"Black Africa" in the 19th century, was sometimes referred to as Sub-Saharan Africa in Europe and the Western World whilst the entire continent of Africa was commonly known as the "Dark Continent" due to its mysteries and the savagery expected to be found within it. Both these terms are now obsolete and considered degrading. So why did we pick this name?    

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Words are given meanings because we, as a society, allow it to happen. We want this company to unite not just the entire continent of Africa, but the entire World. It is time for the term "Sub-Saharan" to have a new meaning and that meaning starts with US at SubSaharan Industries.