Source: The Guardian

After years of absorbing negative stereotypes, many in the west equate Africa with suffering, disease and corruption. Yet while distinct water, food and energy challenges remain, 21st-century Africa is bustling with innovation and creativity. 

Some aid projects have seen producers, many of them women, undertaking training and investing in equipment to grow cash crops, only to find that there is no clear route to market for their harvests.

Aduna launched a premium health and beauty brand in 2012 that sought to capture the continent’s vitality and positive energy. Photograph: Aduna

Determined to empower local people to build robust, sustainable businesses by cultivating indigenous crops, Aduna launched a premium health and beauty brand in 2012 that sought to capture the continent’s vitality and positive energy. 

It sources baobab and moringa – both native trees – directly from small-scale producers in Ghana. At the same time, it is building global demand for its exotic products, steadily carving a place in the marketplace.

Aduna works in partnership with governments and communities to harvest, process and export natural products, keeping as much of the activity within the community, rather than exporting raw materials to be processed elsewhere. This creates employment opportunities and generates income for producers, with revenues going directly to the women smallholders. 

As a social enterprise, Aduna channels its profits back into supporting producers, increasing its impact as demand grows. Importantly, it targets the areas where the greatest opportunities exist to deliver benefits. The team is developing new supply chains from scratch and investing in the equipment and knowledge farmers need to create a flourishing business.

Aduna’s popularity is growing. The company has launched its baobab and moringa products in ten markets, proving that an Africa-inspired brand with premium pricing is desirable and commercially viable. In the UK it has taken baobab from obscurity to being a best-seller, which is a testament to its focus on brand-building.