Aduna Feel Good Tribe

Nick Salter:
Co-Founder & Director

Why Aduna?

Dakar, Senegal, 2008.  I was taking breakfast in my hotel and was served a glass of the local drink, bouye, made from the fruit of the baobab tree. It was delicious. If it were available back home I’d have been buying it for the taste alone. When I researched and recognized its health benefits, the chance to develop a new market for this remarkable food was too good to miss.

Aduna enables the promotion of a wide range of ethically sourced African products that deserve to be better known. It pairs commercial opportunity with the genuine ability to make a quantifiable difference to the communities from where we source. It’s ‘trade not aid’ in action. And that’s motivating.


Prior to Aduna, Nick’s career has been principally in the corporate sector, with a focus on taking new products and concepts to market.

He has held long-term senior roles in international sales, marketing and business development for blue chip companies including Panasonic, Dun & Bradstreet and United Business Media.

Nick has travelled extensively in Africa and visited over 35 countries on the continent.

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