Aduna Superfoods

What do you think of the idea of "Food as Medicine"? It's fascinating the way that our collective consciousness seems to be shifting back towards where we came from a few hundred (or thousand) years ago. Because food as medicine is really nothing innovative at all. The more informed people become, the more they reject the synthetic, toxic and highly processed, and appreciate the intrinsic healthful nature of properly cultivated, plant based foods. At Aduna Superfoods we specialise in what we call "Transformational Foods", like baobab, moringa and fonio. These are ancient plants which combine exceptional nutritional benefits with regenerative environmental impact, plus income generation for small-scale farmers in the developing world (mainly Africa). So the benefits can be felt not just by those who consume them, but by the entire value chain and ecosystem. These types of foods have been appreciated for their medicinal properties since before the dawn of modern medicine (baobab predates mankind, the pharaohs use to prize moringa), and their rediscovery is mainstreaming, with celebrities like David Beckham and Steven Bartlett recently putting their names to superfood blends. Really looking forward to this conversation IFE - International Food & Drink Event. Hope you can join us!

At Aduna Superfoods, we believe that empowering women is not just about celebrating them on one day but throughout the whole year. We may be a small team, but we have a mighty group of women that are dedicated in making Aduna grow - from our women in Africa, to our women at Aduna HQ. We're proud to partner with women around the world, particularly from the rural communities of Africa, where our superfoods are sourced. These women play a vital role in their local communities, driving change and innovation. Their contributions are at the heart of what we do. Let’s keep advocating for women’s equality and empowering those around us. Together, we can create a more inclusive and sustainable future. Healthier you, healthier world 💚 #internationalwomensday #superfoods

Are you a Brand Manager looking for a new challenge? We have an exciting new role for someone who would thrive in a small, dynamic team and is ready to dive in and make things happen 💪 Details below...

We're thrilled to announce that Aduna is now People and Planet First verified 🌍 This prestigious certification connects us to a global community of enterprises working to build an economy where people and the planet come first—over private profit. This recognition is awarded to purpose driven businesses committed to making a positive impact, and we’re certainly proud to be part of this movement. 🌍 What does People and Planet First mean? It’s a worldwide standard that unites businesses like social enterprises, cooperatives and fair trade companies. Together, we’re dedicated to driving social and environmental change, building an economy that enables everyone to thrive within our planet’s limits. 🌍 Why does it matter? Our People and Planet First verification means we’ve met 5 core standards to prove that we’re committed to purpose and positive impact. Here’s what this commitment looks like for Aduna: 🔸 Purpose: We exist to solve social and environmental challenges. 🔸 Operations: Our decisions prioritise people and the planet over profit. 🔸 Revenue Model: We have a self-sustaining model. 🔸 Use of Surplus: We reinvest the majority of our profits back into our purpose. 🔸 Structure: Our legal structure is designed to lock in our mission long-term. 🌍 Joining a Global Movement This certification is more than a badge—it's an affirmation of our commitment to helping build a more sustainable and fairer world. As part of the People and Planet First community, Aduna stands alongside impact-focused organisations worldwide, amplifying the message that business can—and should—be a force for good 🫶 #Aduna #AdunaSuperfoods #peopleandplanetfirst #sustainablebusiness #regenerativebusiness #positiveimpact #purposedriven

Baobab: The Superfood Transforming Health, Lives, and the Planet 🔸Baobab is quickly gaining popularity as a superfood with benefits like improved gut health and immunity. Recent research confirms Africa’s baobab trees are thriving, making them a sustainable option for large-scale consumption. 🔸Beyond its health perks, baobab offers economic opportunities for over 10 million women if the market expands. Thousands already depend on baobab harvesting, including 3,300 women farmers we support in Northern Ghana. 🔸By adding baobab to your products or ranges, you promote health, empower communities, and champion sustainability. Ready to make an impact? Let’s #makebaobabfamous! Learn more from the The New York Times:

We are big fans of Citizen Zero, a community for global citizens that explores the people, organisations, and innovations building a more sustainable, peaceful, and fair planet. So when they got in touch about telling our own story, we were super happy to oblige. Our co-founder Andrew Hunt discusses how we empower female farmers through the co-creation of the baobab (aka "Tree of Life") value chain. By harnessing the power of this extraordinary superfood, we are able to promote better nutrition at the same time as creating sustainable livelihoods and ecoystems for communities in Africa. Check out the full feature and discover more inspiring stories here: https://lnkd.in/eC2Q9W9p #Empowerment #Sustainability #SocialImpact #FemaleFarmers #AdunaSuperfoods #TreeOfLife #CitizenZero #ClimateAction #GlobalCitizenship #ResponsibleBusiness

What does it mean to be a business truly committed to sustainable practices and positive impact, without the greenwashing? 🫶 We are delighted to be featured in the International Institute for Environment and Development (IIED) study "Business Unusual: How Business and Investment Pioneers are Transforming Forest and Food Supply Chains" 🌳📚   Here's a snapshot of what sets Aduna apart: 🔸We are a purpose-driven consumer brand: bringing the natural vitality of Africa’s superfoods to consumers, while ensuring every purchase supports positive change. 🔸Our ingredients: We supply innovative, functional plant-based ingredients from Africa to global companies through ethical and sustainable sourcing. 🔸Baobab production partnership: collaborating with ORGIIS Ghana to pioneer baobab exportation Our impact speaks volumes: 🧡 Over 3,300 women empowered with sustainable income opportunities, supporting 20,000 dependants 🧡 Over 15,000 baobab and 60,000 moringa trees wild planted in their natural ecosystems partnership with the Great Green Wall initiative 🧡By working directly with smallholder producers and adopting a partnership-based model, we ensure measurable social and environmental benefits We are clear on our vision and mission as a key part of our growth and success. Join us on this journey of transformation for more distributive and regenerative forest and food supply chains. Together, we can make a difference. You can read the full report here: https://lnkd.in/g-qC9JFv #Aduna #BusinessUnusual #Sustainability #ImpactInvestment #SocialEnterprise #Superfoods #ForestSupplyChains #AgricultureInnovation #EmpoweringCommunities #RegenerativeBusiness

Aduna has been busy in Amsterdam...our other Co-Founder Nick Salter met with CBI, Ministry of Foreign Affairs last week, a key part of the Dutch Government focused on promoting agricultural trade with developing countries. The visit was to discuss the opportunities that fonio presents within Europe. Key stakeholders in the development of the nascent fonio industry agreed to develop working parties to help the wider promotion of fonio and agree common quality standards for the European market. 🔸 Fonio is a nutritious and gluten-free ancient grain already sold by Aduna, with a rich legacy and wide-reaching health and environmental benefits 🌾 🔸 European demand for fonio is growing, and while there's still a long way to go before it becomes mainstream its potential as a multi-functional grain is undeniable 🔸 There is exciting project underway to enhance Guinea's involvement as the home of fonio, with the primary goal of boosting demand in Europe 🔸 Expect to see a rise in updates on Fonio, with some of the worlds biggest FMCG brands now looking to it as a nutritious and sustainable grain that can be used in a host of different products...including beer 🍻 #AgriculturalTrade #Fonio #HealthyEating #SustainableAgriculture #GlutenFree #Europe #Guinea

🏆 WINNERS ✨ We are incredibly proud to have taken home TWO prizes at this years Sustainable Food Awards in Amsterdam, hosted by Ecovia Intelligence 🔸 GOLD • New Sustainable Product • For our Advanced Superfood Blends. This range is the world’s first superfood range approved by FairWild Foundation showcasing our commitment to responsible sourcing and positive impact. 🔸SILVER • Sustainability Pioneer • Recognising us as a leader in sustainable practices across the business. Well done to the other winners, and of course a huge thank you to the judges Sander Dijkslag Simon Pitman Mariano Serratore Jade H. Amarjit Sahota. Iveta K. To be recognised by peers and leaders who are as deeply committed as we are to creating a positive impact inspires us to keep going 🌍

Last week we celebrated THREE 10-year 'Adunaversarys' within the team ✨ 🔸We took the team for an amazing dinner at Sushi Samba to celebrate a decade at Aduna for Laura Anton, MBA, Chandni Sanghani and Sophie Blythe 🔸Each of them have been integral in building the business, helping to bring superfood nutrition and positive change to people and planet 🌱 🔸A massive THANK YOU to all three. Having a team that is invested in the vision and future of the brand is integral to helping us get to where we want to go We can't wait to see what the next 10 years brings 🫶