Aduna is an Africa-inspired health food brand and social business. Our mission is to bring you the natural vitality of Africa's super-ingredients, while creating sustainable livelihoods for small-scale producers.
CREATING SUSTAINABLE LIVELIHOODS
25% of the world's botanical species originate from Africa. Many of these are rich in essential vitamins, minerals and antioxidants - and yet, despite their impressive health and beauty benefits, remain unknown to the rest of the world.
Aduna was created to unlock the potential of Africa's 'super-ingredients' - by creating a global demand for under-used natural products sourced directly from rural smallholders.
So how do we go about creating demand? The answer is simple - by telling as many people as we can about our super-ingredients baobab, moringa and cacao and their many health and beauty benefits - and by providing them in easy to use, delicious formats. Our products are available as pure powders for boosting smoothies, food and drinks and raw fruit and nut energy bars, which we sell in over 2,000 stores in 18 countries.
Once we have created the demand, we channel it directly to rural producers via our smallholder supply chain.
Aduna producer carrying baobab fruits in Upper East Ghana
OUR AWARD-WINNING BUSINESS MODEL
More than 70% of Africa’s one billion plus population live in rural areas. The majority depend on farming as their primary source of income.
Unlike other companies who operate at arms-length from producers, Aduna is run by people who enjoy and have in-depth experience of working directly with rural communities in Africa. This enables us to ensure quality standards and that producers are paid a fair price for their goods.
We have our own supply chain for baobab fruit in Upper East Ghana, one of the most remote and poorest parts of Africa, and we source all of our ingredients from small-scale producers wherever possible.
Our baobab supply chain is a partnership with a local grass roots community organisation called ORGIIS who agrees fair pricing with the communities and works directly with the women to harvest and collect their baobab fruits.
We collect baobab from 528 women and then we employ a further 176 women in our processing centre to transform the fruits into powder. Its at this stage that we ship the powder to the UK for the final stages of processing. 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 have received a number of awards for our business model from the sustainability community:
- Winner Global Sourcing Council's Innovative Sourcing Award 2015
- Winner UKBAA's Social Impact Investment of the Year 2015
- Shortlisted x2 Guardian Sustainable Business Awards 2015 Supply Chain and Diversity & Inclusion
Through our baobab supply chain, we are working with 700 women in 13 communities in Upper East Ghana, who are benefiting from life-changing sustainable income flows. Through our wider supply chain, we are working with thousands more producers from Ghana, Malawi and Uganda.
Read the stories of two of our Ghanaian baobab producers here:
Watch our beautiful two minute film showing the impact baobab can have on just one household in rural Africa.
Learn more about the inspiring possibility of baobab to create sustainable income for 10 million households in rural Africa.
Every single purchase of an Aduna product makes a real difference. Thank you for your contribution - and welcome to The Aduna Feel Good Tribe.