Aduna is an Africa-inspired health food brand and social enterprise. Our mission is to bring you the natural vitality of Africa's superfoods, while creating sustainable livelihoods for small-scale producers. Welcome to The Aduna Feel Good Tribe!
AFRICAN SUPERFOODS: DELICIOUSLY NUTRITIOUS
Africa is home to 25% of the world's botanical species, many of which are extremely rich in nutrients and have been used locally for centuries as a source of wellbeing. Despite their remarkable health benefits, however, many African ingredients remain unknown outside of the continent.
Aduna was created to change this. We select Africa's most nutritious superfoods, with the tastiest flavours, and transform them into delicious and nutritious health foods.
Our range of African superfoods include the extraordinary Baobab fruit, Moringa leaf and Super-Cacao (raw cocoa), which we provide as pure powders for boosting smoothies, food and drinks, and 100% natural energy bars, made from cold-pressed fruit and nuts.
We sell our products in over 2,000 stores in 18 countries - check out our store locator to find your nearest store. Or you can visit our online shop where you can also read lots of reviews from our customers.
Because we are a social business, we source our ingredients directly from small-scale producers in rural Africa, creating sustainable income streams. Every single purchase makes a real difference.
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 to create income to support themselves and their families.
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, which is one of the most remote and poorest parts of Africa. And we source all our ingredients from small-scale producers wherever possible.
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 from over 650 producers in 20 communities and employ a further 200 women in our processing centre to transform the fruits into powder. It is at this stage that we ship the powder to the UK for the final stages of processing and microbial analysis. 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 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 Chain and Diversity & Inclusion
- Shortlisted for Social Enterpise UK's International Impact Award
Through our baobab supply chain, we are working with over 850 women from 20 communities in Upper East Ghana, who are benefiting from life-changing sustainable income flows. Through our wider supply chain, we are working with hundreds more producers from all over Africa including Ghana, Malawi, Burkina Faso and Uganda.
Read the stories of two 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.