Adina for life
This study describes the 'Adina for Life' joint venture to sell culturally authentic and healthy beverages in the American market. 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. Adina built capacities among the poor and offered rural farmers in Senegal decent income and opportunities to better their living conditions - while conserving the environment.The Senegalese hibiscus industry is strengthened based on organic and fair trade principles employing hundreds of women. Furthermore, the success of the original business model of sourcing organic fair trade ingredients from cooperatives in Senegal has translated into the company setting up similar arrangements in other countries around the world.