#97 Creating a billion dollar industry


Andrew Hunt from Aduna shares:

  • How an existential crisis from a lack of meaning and purpose in work led Andrew to the ‘smiling coast of Africa’ and the eventual creation of Aduna

  • The positive role business can play in creating a viable sustainable market for small scale agriculture in Africa

  • What the Baobab tree is and why it’s such a simple important food source in rural Africa

  • What a demand creation business model is and why its essential to Aduna’s success

  • The innovative way Aduna marketed their product to create demand and the current impact of their success

Andrew started his career in the London advertising industry before a radical life change led him to co-found Aduna, an Africa-inspired health food brand and social business in the Gambia, where he won a UN World Business & Development Award for his work with small-scale producers.

Aduna makes delicious, nutritious health foods powered by African superfoods, helping boost your health while creating sustainable incomes for rural African households.

Aduna has been shortlisted for three Guardian Sustainable Business Awards, won the UKBAA Social Impact Investment of the Year Award, Natwest SE100 Storyteller Award and two Great Taste Golds.

Andrew holds an MBA (distinction) from Saïd Business School, University of Oxford. Aduna’s range of African superfood powders and energy bars are sold in more than 2,000 stores in 18 countries.

“National Geographic estimated that if there was a global demand for baobab, that the existing crop could be worth a $1billion to rural Africa. That’s the sheer scale of the opportunity baobab represents for some of the most marginalised communities in the world.”Andrew Hunt

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