Adina World Beat Beverages was a manufacturer of coffee, tea and juice drinks based in

San Francisco San Francisco, officially the City and County of San Francisco, is a commercial, Financial District, San Francisco, financial, and Culture of San Francisco, cultural center of Northern California. With a population of 827,526 residents as of ...

California California () is a U.S. state, state in the Western United States that lies on the West Coast of the United States, Pacific Coast. It borders Oregon to the north, Nevada and Arizona to the east, and shares Mexico–United States border, an ...

. The company was founded in 2004 by

Magatte Wade Magatte Wade is a Senegalese entrepreneur who was raised in France. She gained initial fame for a TEDTalk she made in 2017 about what she argues is an excessive regulatory environment in Africa, which forces young Africans to emigrate for econom ...

, Greg Steltenpohl (one of the co-founders of Odwalla Inc.) and Dominique Leveuf. Adina was led by "an international team of entrepreneurs from

Odwalla Odwalla Inc. () is an American health food company based in Dinuba, California. Founded in Santa Cruz, California in 1980 and formerly headquartered in Half Moon Bay, California from 1995 to 2020, the company's product lines included fruit juic ...

SoBe Sobe may refer to: People * Sobe (sister of Saint Anne) * Sobe Charles Umeh Other * SoBe, American brand of teas * SoBe Entertainment * South Beach South Beach, also nicknamed colloquially as SoBe, is a Neighborhoods of Miami Beach, Flo ...

and

Peet's Coffee Peet's Coffee is a San Francisco Bay Area-based specialty coffee roaster and retailer owned by Dutch multinational coffee and tea company JDE Peet's. Founded in 1966 by Alfred Peet in Berkeley, California, Peet's introduced the United States to ...

" and claimed to preserve traditional beverage recipes from around the world from "being replaced by

cola Cola is a Carbonation, carbonated soft drink flavored with vanilla, cinnamon, citrus essential oil, oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked br ...

drinks distributed by multinational corporations". Adina manufactured its drinks from "sustainable" ingredients obtained through fair trade and sourced from small-scale farmers in places like

India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...

Guatemala Guatemala, officially the Republic of Guatemala, is a country in Central America. It is bordered to the north and west by Mexico, to the northeast by Belize, to the east by Honduras, and to the southeast by El Salvador. It is hydrologically b ...

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania, between the Indian Ocean, Indian and Pacific Ocean, Pacific oceans. Comprising over List of islands of Indonesia, 17,000 islands, including Sumatra, ...

, and

Ethiopia Ethiopia, officially the Federal Democratic Republic of Ethiopia, is a landlocked country located in the Horn of Africa region of East Africa. It shares borders with Eritrea to the north, Djibouti to the northeast, Somalia to the east, Ken ...

. The company says it works to aid to impoverished farmers. The company went out of business in 2012.

Origin

Magatte Wade came up with the idea to start a beverage company when she visited her native

Senegal Senegal, officially the Republic of Senegal, is the westernmost country in West Africa, situated on the Atlantic Ocean coastline. It borders Mauritania to Mauritania–Senegal border, the north, Mali to Mali–Senegal border, the east, Guinea t ...

and found that

had replaced traditional

hibiscus ''Hibiscus'' is a genus of flowering plants in the Malva, mallow family, Malvaceae. The genus is quite large, comprising List of Hibiscus species, several hundred species that are Native plant, native to warm temperate, Subtropics, subtropical ...

drinks. Worried that the drinks and the heritage would be lost, Wade approached Greg Steltenpohl, who had recently left as head of Odwalla Inc. and asked for help to begin a company. He agreed, and, with his wife, Dominique Leveuf, the three began the company. Adina for Life is headquartered at 660 York Street in San Francisco, California. To fund the start-up, the founders contributed heavily; in addition, the trio raised $5 million in investments in early years. The company sold a variety of beverages based on drinks from around the world in 14 fluid ounce bottles, mainly to the

San Francisco Bay Area The San Francisco Bay Area, commonly known as the Bay Area, is a List of regions of California, region of California surrounding and including San Francisco Bay, and anchored by the cities of Oakland, San Francisco, and San Jose, California, S ...

. However, the company is promoting their products in large cities throughout the United States like

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

and

Austin, Texas Austin ( ) is the List of capitals in the United States, capital city of the U.S. state of Texas. It is the county seat and most populous city of Travis County, Texas, Travis County, with portions extending into Hays County, Texas, Hays and W ...

Partnerships

Adina partnered with several organizations, including Agribusiness in Sustainable Natural African Plant Products (ASNAPP), which works to reduce

poverty Poverty is a state or condition in which an individual lacks the financial resources and essentials for a basic standard of living. Poverty can have diverse Biophysical environmen ...

in Africa;

Association Education Santé Association may refer to: *Club (organization), an association of two or more people united by a common interest or goal *Trade association, an organization founded and funded by businesses that operate in a specific industry *Voluntary associatio ...

(AES), which works to help hibiscus farmers in the global market; the ECO-AGRI Research Foundation, a

non-profit organization A nonprofit organization (NPO), also known as a nonbusiness entity, nonprofit institution, not-for-profit organization, or simply a nonprofit, is a non-governmental (private) legal entity organized and operated for a collective, public, or so ...

centered in India seeking to improve the lives of rural farmers; as well as other co-ops and financers in third-world countries.

Products

The company had four product lines: Adina Organic Blends, an organic Fair Trade line of exotic gourmet coffees and tea launched in late 2007; Adina Miracle Fruits Fortified Juice Drinks, launched in 2006; Adina Organic Juice Coolers, launched in 2005; and its Natural Highs fair-trade certified all natural cold-brewed coffee energy drink in October 2008. The drinks were sold at

Whole Foods Market Whole Foods Market, Inc. (colloquially referred to as simply Whole Foods) is an American multinational supermarket chain store, chain headquartered in Austin, Texas, which sells products free from Hydrogenated fat, hydrogenated fats and artificia ...

and came in flavors such as

mocha Mocha may refer to: Places * Mokha, a city in Yemen * Mocha Island, an island in Biobío Region, Chile * Mocha, Chile, a town in Chile * Mocha, Ecuador, a city in Ecuador * Mocha Canton, a government subdivision in Ecuador * Mocha, a segmen ...

hazelnut The hazelnut is the fruit of the hazel tree and therefore includes any of the nuts deriving from species of the genus '' Corylus'', especially the nuts of the species ''Corylus avellana''. They are also known as cobnuts or filberts according to ...

, and double

espresso Espresso (, ) is a concentrated form of coffee produced by forcing hot water under high pressure through finely ground coffee beans. Originating in Italy, espresso has become one of the most popular coffee-brewing methods worldwide. It is cha ...

.Adina Launches "Natural Highs(TM)" New Pure Coffee Energy Drink: Fair Trade Certified, All Natural, Super Antioxidant Power Adds Up to a Great Tasting Healthy Energy Alternative October 20, 2008 Corporate Social Responsibility News http://www.csrwire.com/News/13494.html

References

{{Portal, Companies Food and drink companies based in San Francisco Drink companies based in California 2004 establishments in California Food and drink companies established in 2004 American companies established in 2004 2012 disestablishments in California Food and drink companies disestablished in 2012 American companies disestablished in 2012 Manufacturing companies based in San Francisco