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05 March, 2016


You might recognise Aduna's beaut packaging because it graces the shelves of  most health food shops. But what you might not know, is that their insanely tasty baobab powder has the ability to transform millions of lives in Africa. Introducing their #makebaobabfamous campaign...

firstly...bao what? 

The baobab is a tree, which you'll probably know from The Lion King (and Rafiki lives inside one, which must mean it's pure magic). It's an icon of the African Savannah, and is known as The Tree of Life because it thrives in driest, remotest and poorest regions of 32 countries in Africa. And it grows a fruit with the potential to transform millions of lives. 

The fruit itself is one of the most nutrient-dense superfoods, and is the only fruit in the world to dry naturally on the branch. That means it only needs to be picked, deseeded and sieved to produce the 100% natural fruit pulp powder in every Aduna pot (and if you bought The Maxwell Box, you'll have your very own pot!). 

It's an extremely rich source of vitamin C, it's almost 50% fibre and has the highest antioxidant content of any fruit, so it's great for energy, immunity, digestive health, and younger-looking skin. Win.

social impact potential

Aduna sources their baobab powder directly from 2,000 female producers. There's no such thing as a baobab plantation – every tree is wild and community owned and harvested, so every purchase makes a sustainable income for producers. 
Ten million househoulds in Africa can supply baobab from a crop that already exists – and currently goes mainly to waste. The only problem: 95% of people haven't heard of it. National Geographic estimate that a global demand for baobab could be worth a billion dollars to rural Africa every year. And that's why Aduna want to #makebaobabfamous (no wonder they've been shortlisted for two 2015 Guardian Sustainable Business Awards).

the stats so far

Aduna's supply chain is in Upper East Ghana, where 90% of the people live in extreme poverty. Currently over 1,000 women are benefiting from life-changing income from working with Aduna, and with their #makebaobabfamous campaign, they hope to reach 2,000 this season. 

Their case studies have shown an annual income from £9 to £119, enabling the women to provide food, education, healthcare and other needs for their families. For families who are struggling to survive far beneath the poverty line of $1 a day, this additional income is truly transformative.

There are 800,000 women in Ghana – and 10 million across Africa – who can provide baobab fruit. All we have to do is keep creating the demand. So let's #MakeBaobabFamous. 

You can find out more about their amazing campaign here


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