People’s Champion Finalist: Aduna

Aduna is on a mission to turn Africa’s little-known baobab fruit into a global bestseller, but is this socially-minded business your People’s Champion?

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Start-up name: Aduna
Founders: Andrew Hunt and Nick Salter
Started in: 2012
Based in: London
Business description: African-inspired food, health and beauty products

ADUNA-Logo-MASTERShortlisted category:

Product Business of the Year

The Aduna story:

While you may not have heard of baobab yet – an “African superfruit from The Tree of Life” – thanks to the work of Aduna, you’ll soon see this superfood hit the mainstream.

Launched in May 2012, Aduna is an Africa-inspired health and beauty brand which looks to create demand for under-utilised natural products sourced directly from small producers in rural Africa; starting with the baobab fruit.

Having plucked baobab “from obscurity”, the duo have used the fruit – which has 50% fibre, more calcium than milk, and six times the vitamin c of an orange – to make award-winning powders and raw energy bars. These products now retail in stores such as Whole Foods and Holland & Barrett in the UK, alongside 15 international markets such as Hong Kong and Dubai.

Working directly with producers in the most poverty-stricken parts of rural Africa, the start-up goes beyond Fairtrade practices by enabling local communities to purchase the raw materials, process them and sell them on to Aduna at a higher price. This model has enabled the business to provide a sustainable income to 2,000 women in Northern Ghana and it plans to help many more producers across the continent.

With a goal to “make baobab famous”, Aduna has already won gold at the 2015 Great Taste Awards, secured £100,000 in Branson’s Pitch to Rich competition, and is set to roll-out across America, Canada, Australia and Asia by 2017.

Why Aduna made our 60:

Aduna’s social ethos and drive to promote economic activity across Africa is hugely inspirational. Coupled with great tasting, innovative food products which have sold to over 500,000 customers worldwide, we think it’s only a matter of time before baobab appears in your cupboards.

Where to find out more about Aduna:


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