Aduna is an Africa-inspired health brand and social business. Their mission is to create demand for under-utilized natural products from small producers in Africa - starting with baobab, the wild-harvested nutrient-dense super fruit 10 million households can provide. Since launching in 2012, Aduna has invested heavily in marketing to drive awareness of baobab amongst consumers and trade, taking it from complete obscurity to an internationally best-selling superfood distributed in fifteen (15) markets. The increase in demand for baobab provides more income to the African community. Aduna pays the women harvesters better and at their locations so the women don't have to struggle to market, benefiting more than 2000 rural families.
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