Aduna World

Aduna Virtuous Circle: Creating sustainable livelihoods in Northern Ghana

Aduna is a social business whose mission is to create demand for under-utilised natural products sourced from small-scale producers in rural Africa – starting with baobab and moringa. By doing this, we have already created sustainable livelihoods for thousands of households – with your support we plan to make this millions.

We invest heavily in educating people about the benefits of our extraordinary African ‘super-ingredients’. Once the demand is established, we direct it towards remote communities in rural Africa, building a pro-poor value-chain that links local producers to consumers in a virtuous circle of positive impact.

The inspiring possibility of baobab

Since launching in 2012, we have taken our first love baobab from almost complete obscurity to the best-selling superfood in London, creating a trend that has rippled round the world.

The impact of this work (and your loyalty) is now being felt in Ghana’s Upper East, one of Africa’s poorest regions, where we are working in partnership with women co-operatives.

Aduna’s model goes beyond paying our producers a small premium for their goods. We work hand-in-hand with them to add value via processing, ensuring that the additional income from this stays not just within the country, but within the community.

700 women from 13 communities in Upper East Ghana are already receiving transformative income streams from being part of Aduna’s supply chain. In Northern Ghana alone, we have the potential to scale this up to reach 800,000 women. 

National Geographic estimate that if there were a global demand for baobab, the existing crop – which grows so abundantly it currently goes mainly to waste – could be worth a billion dollars to rural Africa.  At Aduna this is what we call "The Inspiring Possibility of Baobab" and – with your help - it is a future we are committed to creating.

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