WOW, a hybridization of investment capital, incubator for small to medium enterprises, philanthropic resources linked to a foundation led by four women in the U.S. but focused on Senegal is getting off the ground. It’s also got a partnership with Adina, the fair trade juice company that’s raised a pile of money and is moving into ready to drink coffee, competing with Starbuck’s Frapucino by being lower fat, lower in sugar, organic and fair trade. It’s targeted at woman from 18 to 30 who don’t want the corporate association of carrying around a Starbuck’s logo, and who are more health conscious, more planet conscious and more conscious of their privileged impact on the people of the world, (without wallowing in guilt about it), and want to pay a premium for that.