Our Mission

Aduna is a purpose-driven health and wellness brand. Our mission is to bring you the natural vitality of Africa’s superfoods, sustainably sourced so that every purchase makes a positive impact. 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 on the planet.

Grown under the powerful African sun, in some of the richest landscapes on Earth, Africa’s superfoods are packed with macronutrients, vitamins, minerals and antioxidants. We select the most nutrient-rich, ethically-sourced from small-scale producers, and transform them into natural health and beauty products.

Our superfoods include the extraordinary Baobab fruit, Moringa leaf, raw Cacao, Fonio 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
  • Beauty Oils - organic and cold-pressed oils that seal in moisture to the skin, hair and nails, repairing cell structure and reducing signs of ageing

Our products are all 100% natural, vegan 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 

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  households.

We do this by sourcing our ingredients wherever we can from small-scale producers in Africa & beyond, creating life-changing income streams. 

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 Ghana and Burkina Faso. 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 3,300 women in Ghana and Burkina Faso who are benefiting from sustainable income streams where once there were none. Together, these women have over 20,000 family members who rely on them for care.

Through our wider supply chain, we are working with hundreds more producers from all over Africa including Mali, Malawi, Madagascar and Egypt.

Our baobab supply chain is run in partnership with a local conservation 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 2,664 producers from 63 communities and employ a further 487 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.