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Our Mission

Aduna is an ethical health and wellness brand. Our mission is to bring you the vitality of Africa’s ancient natural ingredients, sustainably sourced so that every purchase makes a positive impact. Welcome to The Aduna Feel Good Tribe! 


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 nutrient-rich, tastiest superfoods, ethically-sourced from small-scale producers, and transform them into deliciously nutritious food and drinks.

Our superfoods include the extraordinary Baobab fruit, Moringa leaf, raw Cacao, Fonio Super-Grain, Hibiscus flower & more, which we provide as:

  • Grains & Powders - pure powders for boosting smoothies, food and drinks and Fonio Super-Grain for super-charging salads, soups, porridge and side dishes
  • 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, sustainable 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 Baobab Producer

Aduna producer carrying baobab fruits in Upper East Ghana 


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 high quality standards and that producers are paid a fair price for their goods.

Aduna Co-founders Nick & Andrew with Julius, Director of Aduna Ghana

Aduna Co-founders Nick & Andrew with Julius, Director of Aduna Ghana 

We have our own supply chain for baobab fruit in Upper East Ghana and Centre-Sud Burkina Faso, two of the poorest regions in 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.


Through our baobab supply chain, we are working with over 1,800 women in Ghana and Burkina Faso who are benefiting from life-changing sustainable income streams where once there were none. Together, these women have over 11,000 dependents - family members who rely on them for care - so the total number of people we are positively impacting is almost 13,000. 

Through our wider supply chain, we are working with hundreds more producers from all over Africa including Ghana, Mali, 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 1,530 producers from 44 communities and employ a further 293 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 be working in partnership with the epic and inspiring Great Green Wall to expand our baobab supply chain and increase our impact. The Great Green Wall is an African-led movement to grow a wall of trees across the Sahel, reversing climate change and creating jobs and food security for millions. Baobab has an important role to play in the Great Green Wall - find out more here.

Meet Our Producers

Read the stories of our amazing 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.