Adina for Life, Inc. is a joint venture created in 2004 to sell culturally authentic and healthy beverages in the American market. The word ‘Adina’ means ‘the World’ in Wolof, a Senegalese dialect. The value proposition of the company is to develop and market traditional, healthy and environmentally as well as socially responsible beverages. The company is based in California and serves retailers throughout the United States . Adina for Life used certified organic hibiscus blossoms from the Quality Biological Agriculture Cooperative (QABCOO) located at Latmingue in Senegal as ingredients in its drinks. In Senegal, Adina’s business model supported more than 527 members of QABCOO, largely women, who never believed that they could make a living out of hibiscus flowers. Click here to read more…
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