Aduna is a UK-based, healthy food brand promoting the use and consumption of Baobab and Moringa, all whilst supporting thousands of small holder farmers across the continent.
The company was founded by Andrew Hunt and Nick Salter. Both founders wanted to create a brand which could express the positivity and vibrancy of Africa, which could bring the benefits of these unique and remarkable natural products to consumers, while at the same time contributing to the livelihoods of the millions of small-scale producers who cultivate them.
Nick Salter and Andrew Hunt- co-founders of Aduna
The brand focuses on just two products; Baobab and Moringa, while using vibrant, wax print branding to sell consumers the wealth of benefits of the these two natural and incredibly healthy products. When we think of natural super-foods, Chia seeds, Neem as well as Goji berries often come to mind. And yet, Africa has its own super-foods, with Baobab and Moringa topping the list of incredibly healthy and diverse foods that can be found on the continent.
Aduna prides itself not only for encouraging the consumption of incredibly healthy foods for a healthier society, but also in how much it gives back to small-scale farmers and community members in countries from where they source their main ingredients. They currently source their Baobab from producers in Senegal and Ghana, where they work in partnership with a grass-roots organisation to harvest and collect the fruit from women’s cooperatives in eleven remote rural communities.
Moreover, Aduna employs thirty women in their best-practice processing centre, ensuring that when you buy baobab from Aduna, the consumer knows that they are making the maximum impact, and in doing so empowering women from these communities.
When it comes to Moringa, Aduna works in partnership with community organisers, purchasing directly from the small-scale producers, enabling the company to make a direct and positive impact on farmer’s lives.
