Aduna is an Africa-inspired health and beauty brand and social business. Aduna's products feature extraordinary and unique natural ingredients from across the continent. Here we catch up with co-founder Andrew Hunt.
Aduna means ‘life’ or ‘world’ in Wolof – what one thing can’t you live without in your daily life?
The most important thing for me by far is to wake up every morning and be inspired about what I am doing with my life. As long as I have this, then the rest slots easily into place. And thankfully with Aduna, inspiration is never in short supply.
How often do you get to go back and visit the African communities that Aduna work with?
Not enough. Ironically, since co-founding Aduna I have spent less time in Africa than ever before. However this year I have already been to Africa twice, which is amazing. When I arrive there I am often feeling like an iPhone on low battery, but after a week of being plugged back in, I come home fully charged.
Do you think that you will introduce more superfoods to your range?
Yes, in fact we have another amazing one coming in the next couple of months – African Super Cacao. This is the first cacao product with a health claim which has been proven and accepted by the European Food Safety Authority. It’s an amazing powder which is naturally high in flavanols and contributes to normal blood flow.
What do you wish you’d known when you started?
We didn’t know very much when we started – it is a massive learning curve launching your own brand. Perhaps the most useful thing would have been the names and email addresses of all the buyers.
We only launched two and half years ago but we already have some amazing highlights – getting into Liberty, our first piece in Vogue, being nominated for two Guardian Sustainable Business Awards. But by far the best thing about the Aduna experience so far has been the amazing people we have had the chance to meet and work with – ranging from our inspiring interns and communities in Ghana to our amazing friend and supporter Suzy Menkes, Editor of International Vogue.
What is the most challenging part of your job?
The fact that I find it almost impossible to switch off from it at any time of day or night!
What is your favourite time of the day?
Early morning before the phone starts ringing and email pinging.
Which cause would you fight for?
To Make Baobab Famous. This extraordinary African superfruit has the potential to be worth as much as a billion dollars to rural Africa, if only we can make it famous. This is a vision that inspires our whole team. And we are fighting for it every day.
Shop here for: Aduna