Creating ADUNA: Africa’s Superfoods

conscious business spotlight holistic wellness May 07, 2024

 A few months ago, I came across a wellness brand that uses natural, ethically-sourced ingredients and helps create income streams for rural communities in Africa. I had just recovered from COVID and was looking to boost my immune system. A friend of mine introduced me to ADUNA's products and recommended their Moringa powder; a natural powder made from the dried leaf of the Moringa tree which is high in iron, plant protein, fibre, calcium and vitamins A, E & K. Due to its immune-boosting and stress-relieving properties, Moringa has now become an integral part of my breakfast routine and ADUNA - my go-to brand for organic superfoods. I invited the ADUNA team to a blog interview so that you can learn more about the great work they do and which superfoods to take if you want to boost your vitality and energy levels 

Can you share a little bit more about ADUNA superfoods?

We’re a purpose-driven wellness brand specialising in sustainably sourced African superfoods - our product range includes superfood powders, grains, capsules, teas and beauty oils. Wherever possible, we source our ingredients directly from small-scale producers.

What inspired the creation of ADUNA? 

ADUNA’s Co-Founders - Andrew and Nick, had independently spent years living and travelling in Africa, becoming inspired by the potential of the continent’s superfoods to boost consumer well-being while creating sustainable income for rural producers. They connected and created the ADUNA brand to turn that potential into a reality.   

One of the reasons why I choose to buy products from you is the support you provide to rural farmers in Africa. Can you share more about the work you do with African communities? 

Through our baobab supply chain, we are working with over 3,300 women producers in Ghana and Burkina Faso who are benefiting from sustainable income streams. Our baobab supply chain is run in partnership with a local conservation 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 fruits from 2,664 producers from 63 communities and employ a further 682 women to clean the fruits and process them into powder. It is at this stage that we ship the powder to the UK for final sieving. With this model, the added value from the processing stays within the community and the income goes directly into the hands of the women.

Through our wider supply chain, we are working with hundreds more producers from all over Africa and beyond including Mali, Malawi, Madagascar, Egypt and India.

What superfoods would you recommend for boosting energy levels and vitality?

Our Baobab Powder would be a great choice as it’s rich in vitamin C, which contributes to normal energy release. It is also a rich source of prebiotic fibre, helping the beneficial probiotic bacteria in the gut to thrive and supporting gut health. Plus it has a delicious sweet and citrussy flavour, a bit like zingy sherbet – perfect for sprinkling on your breakfast or boosting smoothies or water.

Where can our readers learn more about your products? 

You can head over to our website and find us on social media - @adunaworld on Instagram, Facebook and Pinterest.


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