About UsAduna’s business model was designed to create demand for the under-utilised, but extraordinary, natural products - or "super-ingredients" as we call them - cultivated by these small farmers, many of whom are surviving on less than $1 a day. Some of these super-ingredients already grow wild on their land (like baobab) and others can easily be cultivated by small farmers (like cacao and moringa).
We invest heavily in marketing to raise awareness of these super-ingredients, which are often unknown in the Western world, and to educate consumers and the trade about their health benefits. We sell them as organic superfood powders and raw energy bars in health and beauty stores around the world. By doing this, we are creating global markets for the products, which we can then plug the producers directly into via our smallholder supply chain.
Unlike other companies who operate at arms-length from producers, Aduna is run by people who enjoy and have in-depth experience of working directly with communities. This enables us to ensure quality standards and ensure that producers are paid a fair price for their goods.