Founder's Story - Andrew

From Burnout to Baobab

The Aduna story began in The Gambia, where our co-founder Andrew discovered a new purpose after the demands of his job led to chronic burnout and mental strain. While there, his experience working in a farming enterprise opened his eyes to the profound impact of superfoods.

Working with a local farming enterprise, he encountered baobab for the first time and saw something that most people in the food industry had missed.

Not just a remarkable fruit - but a remarkable supply chain opportunity. Wild-harvested. Community-owned. Nutritionally extraordinary.

The kind of ingredient that could feed people well and change
lives at source.

Founder's Story - Nick

The Fruit Nobody Knew

Nick was in Senegal on a business trip when he came across baobab.

He was not looking to start a brand, but the more he learned about the fruit, the harder it became to ignore.

Here was one of the most nutritious foods in the world, growing wild across an entire continent, supporting millions of families, and often going to waste while remaining entirely unknown to European consumers.

That gap between what baobab was and what the world knew about it became Aduna.

Nick and Andrew found each other through a shared conviction - that creating a positive supply chain packed with nutritional benefit for consumers was worth building a company around.