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.
Highlight
from the last few years of your company?
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