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Aduna’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.
Why work for us
Aduna is an Africa-inspired health and beauty brand and social business. Our products are made using exceptional and underutilised natural ingredients sourced directly from small-scale producers in Africa. Our mission is to breathe the vibrancy of Africa into the daily lives of people all over the world, creating a virtuous circle that feeds significant positive impacts back to the source.
We're always on the look out for talented tribers to join our Feel Good Team!