Aduna is an Africa-inspired health food brand and social business. Our mission is to bring you the natural vitality of Africa's ancient ingredients, while creating sustainable livelihoods for small-scale producers. Welcome to The Aduna Feel Good Tribe!
CREATING SUSTAINABLE LIVELIHOODS
Africa is home to 25% of the world's botanical species, many of which date back to ancient times. Many of these ancient African ingredients are extremely rich in nutrients and have been used by traditional societies for centuries as a source of wellbeing.
Despite their impressive health and beauty benefits, however, the majority of Africa's natural ingredients remain unknown to the rest of the world.
Aduna was created to change this. We identify Africa's most exceptional, natural ingredients and transform them into delicious and nutritious health foods.
Our range of African 'super-ingredients' include the extraordinary Baobab fruit, Moringa leaf and Super-Cacao which we provide as pure powders, ideal for boosting smoothies, food and drinks, and raw energy bars, made entirely 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 of our products.
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 smallholder 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 a partnership with a local 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 producers and employ a further 176 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 2015
- Winner UKBAA's Social Impact Investment of the Year 2015
- Shortlisted x2 Guardian Sustainable Business Awards 2015 Supply Chain and Diversity & Inclusion
- Shortlisted for Social Enterpise UK's 2015 International Impact Award
Through our baobab supply chain, we are working with a total of 700 women from 13 communities in Upper East Ghana, who are benefiting from life-changing sustainable income flows. Through our wider supply chain, we are working with many 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.