‘Superfood’ craze makes big biz of Africa’s baobab

Business has never been better. Inside the hard, green shell that dangles from the spindly branches of Africa’s most iconic tree is a citrous pulp that has become a popular “superfood” in the United States and Europe. Rich in vitamin C, calcium and magnesium, it can be ground into a powder, mixed into smoothies or sprinkled on porridge. Coca-Cola’s Innocent, UK yogurt maker Yeo Valley and US wholesaler Costco are among the major brands to embrace baobab.

The imposing tree dots the dry African savannah from Senegal to Madagascar and can live for over a millennium. It can store thousands of litres of water and grow trunks so thick that one South African tree became a pub with a dart board that could hold 60 people. Until recently baobabs were only tapped for local use but in a major business shift a small network of producers and suppliers has pushed the fruit’s profile abroad. While some experts question the baobab’s sustainability, demand has taken off.