Aduna, the Africa-inspired health food brand & social business, is seeking to create a global market for the Ghanaian baobab fruit, mainly grown in the Northern and Upper East regions.
The company’s mission is to create demand for natural products from small-scale producers in Africa – starting with baobab.
To this end, the company has beaten 2,500 companies to reach the Final 10 of Virgin’s “Pitch to Rich” competition, and needs Ghanaians’ votes to win a GH¢1.5m marketing campaign, which they will use to Make Baobab Famous and create sustainable livelihoods for 800,000 households in Northern Ghana. The link to vote is: http://www.virginmediabusiness.co.uk/pitch-to-rich/grow/aduna/.
Baobab is a nutrient-dense fruit that grows in Ghana’s severely deprived Upper East Region and throughout Northern Ghana. Baobab trees are entirely community-owned & wild-harvested. There are 8,000 communities in Northern Ghana alone that can supply baobab fruit from a crop that is so abundant, it goes mainly to waste.
Aduna Co-Founder & MD Andrew Hunt said: “Aduna is already sourcing baobab from 1,100 women in the Upper East, with average annual income increasing from just GH¢ 50 to GH¢ 600 – this is transformative.
“ We need Ghanaians to take 10 seconds to vote for us so we can get Richard Branson’s backing to Make Baobab Famous and radically scale up our work and contribute to creating potential income for about 800,000 women in Ghana.” — GB