Aduna is an Africa-inspired health food brand and social business. We make delicious, nutritious health foods powered by African superfoods, helping boost your health, while creating sustainable livelihoods for rural African households. Welcome to The Aduna Feel Good Tribe!
WHY AFRICAN SUPERFOODS?
Africa is the original source of life - home to 25% of the world’s botanical species, including some of the most nutrient-rich superfoods in the world.
Grown under the power of the African sun, in some of the richest landscapes on Earth, Africa’s superfoods are packed with macronutrients, vitamins, minerals and antioxidants. While they've been used since ancient times as a natural source of wellbeing, despite their remarkable health benefits, Africa's superfoods have remained little known outside of the continent.
Aduna was created to change this. We select Africa's most nutritious, tastiest superfoods, ethically-sourced from small-scale producers, and transform them into delicious and nutritious food and drinks.
Our superfoods include the extraordinary Baobab fruit, Moringa leaf, raw Cacao, Hibiscus & more, which we provide as:
- Superfood Powders - pure powders for boosting smoothies, food and drinks
- Superfood Energy Bars - made from dried fruit and nuts, each bar is a source of fibre and two vitamins and minerals supporting energy release.
- Super-Teas – delicious organic herbal infusions packed with active botanical ingredients supporting a wide range of health benefits
Our products are all 100% natural, vegan, packed with nutrients and antioxidants and help create sustainable incomes for rural households. Our range is sold in over 2,000 stores in 18 countries - check out our store locator to find your nearest store or visit our online shop where you can also read reviews from our Feel Good Tribers.
Aduna producer carrying baobab fruits in Upper East Ghana
OUR SOCIAL MISSION
Aduna is a social business, which means we were set up to create positive social change in the world. Our mission is to create sustainable incomes for rural African households.
We do this by sourcing our ingredients wherever we can from small-scale producers in Africa, creating life-changing income streams. More than 70% of Africa’s population live in rural areas. The majority depend on farming to create income to support themselves and their families.
Unlike other companies who operate at arms-length from producers, Aduna works directly with rural communities in Africa. This enables us to ensure hight quality standards and that producers are paid a fair price for their goods.
Aduna Co-founders Nick & Andrew with Julius, Director of Aduna Ghana
We have our own supply chain for baobab fruit in Upper East Ghana, which is one of the most remote parts of Africa. And we source all our ingredients from small-scale producers wherever possible. This is how we ensure that every purchase of an Aduna product not only tastes great and boosts your health but also makes a real difference.
OUR SOCIAL IMPACT
Through our baobab supply chain, we are working with over 1,100 women in Upper East Ghana who are benefiting from life-changing sustainable income flows where once there were none. Together, these women have over 6,700 dependents - family members who rely on them for care - so the total number of people we are positively impacting is almost 8,000.
Through our wider supply chain, we are working with hundreds more producers from all over Africa including Ghana, Malawi, Egypt, Burkina Faso and Uganda.
Our baobab supply chain is run in partnership with a local NGO called ORGIIS who agrees fair pricing with the communities and works directly with the women to harvest and collect their fruits. We collect baobab fruits from over 900 producers from 30 communities and employ a further 200 women to transform the fruits into powder. It is at this stage that we ship the powder to the UK. With this model, the added-value from the processing stays within the community and the income goes directly into the hands of the women.
We are honoured to have received a number of awards for our social business model from the sustainability community:
- Winner Global Sourcing Council's Innovative Sourcing Award
- Winner UKBAA's Social Impact Investment of the Year
- Shortlisted x2 Guardian Sustainable Business Awards Supply Chainand Diversity & Inclusion
- Shortlisted for Social Enterpise UK's International Impact Award
Read the stories of our Ghanaian baobab producers here:
Watch our beautiful two minute film showing the impact baobab has had on just one of the producers we work with in Ghana, Matilda Avoadochega.
Learn more about the inspiring possibility of baobab to create sustainable income for 10 million households in rural Africa.