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Aduna: Empowering Rural Producers in Africa

Wednesday, 17th May 2017


Africa is home to 25% of the world's botanical species, most of which 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. Africa-inspired health food brand and social business Aduna was created to change this.

Aduna’s mission is to bring you the natural vitality of Africa's ancient ingredients, while creating sustainable livelihoods for small-scale producers. They do this by identifying Africa's most exceptional, natural ingredients, sourced directly from rural smallholders, and transforming them into delicious and nutritious health foods.


Their range of African superfoods includes the Baobab fruit, Moringa leaf and Super-Cacao, available as 100% natural powders, ideal for boosting your smoothies, food and drinks, and raw fruit and nut energy bars, free from gluten and added sugar.



Unlike other companies who operate at arms-length from producers, Aduna works directly with rural communities in Africa, paying producers a fair price for their goods and ensuring that wherever possible, the processing stays ‘in-community,’ creating additional income streams.

Their hero ingredient, baobab, is the fruit of Africa’s ‘Tree of Life’. With 6x vitamin C of an orange, 50% fibre and more antioxidants than any other whole fruit, baobab is one of the most nutritious foods in the world.
Baobab trees grow wild in 32 African countries. There is no such thing as a baobab plantation: every tree is owned and harvested by local communities. An estimated 10 million households can provide baobab from the existing crop that grows so abundantly, it goes mainly to waste. However, current demand for the fruit is low. When Aduna launched in 2012, 95% of Londoners had never heard of it. Aduna is on a mission to change this. They have launched a campaign to #MakeBaobabFamous to propel baobab into a world-recognised superfood. Why? Because when demand for baobab reaches global heights, National Geographic have estimated that could be worth a billion dollars to rural Africa every year, creating sustainable incomes for all 10 million households. An incredibly inspiring possibility.



In Upper East Ghana, one of the most remote and poorest parts of Africa, Aduna have built their own smallholder supply chain for baobab fruit. They are currently working with 700 women from 13 communities and employ an additional 150 women in their processing centre. These producers see increases in annual income of up to 10 times, enabling them to provide basic needs for their families and proving the significant impact baobab can have.

One of these producers is Weniamo Kwarayire. Before working for Aduna, Weniamo was earning £9 a year - only enough to buy a few ingredients and soap – and struggled to take care of her family of 9. Since selling her fruit to Aduna and working in their processing centre, her yearly income has risen to £131. Now she is able to send her children to primary school, provide them with three meals a day and take part in household decisions as she in contributing income.



Feeling inspired by the possibilities of the humble baobab fruit? Join Aduna in their mission to #MakeBaobabFamous and try the superfruit for yourself. Thanks to its high vitamin C content – one serving provides you with 33% of your daily Vitamin C requirement (NRV) – baobab is a natural immunity booster and energiser and thanks to its high fibre and antioxidant content, it supports healthy digestion and keeps your skin glowing too.

Baobab powder has a sweet and citrussy flavour, delicious mixed into smoothies, sprinkled over fruit, stirred into porridge or wherever your imagination takes you! We love it in these delicious savoury Sweetcorn, Turmeric & Baobab Fritters  - or shaken into our water bottle.  

The full Aduna range of superfood powders and energy bars are available at Planet Organic instore and online, now from £1.52. 

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