A new initiative targeting health food stores aims to highlight baobab as a sustainable health ingredient.
The brand Aduna has created the #MakeBaobabFamous campaign, which aims to generate awareness of the African superfruit baobab; the company says that if mainstream demand can be successfully created, baobab has the potential to provide sustainable income for 10m households living in poverty.
Independent health stores around the country are coming together to support the five-week mass awareness campaign, including Revital, which has 25 per cent off the Aduna range, in-store displays, baobab sampling in-store and support on social media, and As Nature Intended, which is supporting the campaign with displays. Eighth Day, in Manchester, is installing a baobab display front of store, holding baobab demos, competitions and supporting on social media, while Wholefoods Market, in High Street Kensington, has had a #MakeBaobabFamous window takeover, is holding an in-store baobab sampling pop-up event and supporting the campaign on social media.
#MakeBaobabFamous is also supported by influencers from the health food world, including chef, Lorraine Pascale, Natasha Corrett, of Honestly Healthy, and superfood guru, Julie Montague. Celebrities who have already tweeted their support include Jonathan Ross, Billie Piper, Annie Lennox and Thandie Newton.
Andrew Hunt, Co-founder of Aduna, commented: “Since launching three years ago, and with the help of all our amazing retailers, Aduna has taken baobab from complete obscurity to one of the UK’s best-selling superfoods. With #MakeBaobabFamous, we are forcing people to sit up and take notice of this ingredient, and taking a giant leap forward towards our vision of creating a sustainable new industry which could be worth a billion dollars to rural Africa.”