Known as The Tree of Life, the baobab is towering above the harsh African savannah. It produces the baobab fruit packed with nutrients and the potential to improve the lives of many African villages. Every tree is owned and harvested by the community, and their baobabs symbolise life and hope in a landscape stricken by permanent drought where very little grows.
We work with a local partner looking after 80 baobab farming villages in the Senegal. Over the years he has put a lot of effort and time into negotiating contracts and prices, implementing logistics as well as building a community-owned supply chain for the baobab farmers, many of them women. This not only creates much needed family income but a market for the superfood that helps to fight poverty in rural Africa. Since launching the brand in 2012 we have taken baobab from zero to hero – it has become one of the best sellers in the health food market. Our vision, passion and perseverance has made wow!bab the nutrition bar of choice.
Running a health food and social business involves spreading the word to create demand and thus support our producers to run their own sustainable businesses. By buying wow!bab bars you support your wellbeing as well as our mission: To have baobab farming communities benefit from access to international markets and thus secure a stable long-term income.
Experiencing the awe-inspiring and unforgiving environment of the Senegalese savannah first hand has further deepened the respect and admiration of French company founder and wow!bab creator Frédéric Letellier for the hard working baobab farmers. Invited on behalf of a group of baobab producers in April 2015 he was humbled by their hospitality, thrilled to see their communities flourishing and proud to be part of it. Together they have already plotted plans to diversify into other novel products.
wow!bab is made for you with the best ingredients nature has to offer. Our guilt-free snacks are made with 100% organic ingredients and cold-pressed fruit oils. Baobab is an exceptionally rich source of vitamin C – 10 times higher than the content of oranges – to boost your energy. With no preservatives and free of gluten wow!bab is the ideal grab-and-go nutrition bar that tastes good and does good. – After all, we have made it our task to inject some of Africa’s spirit and sun into your day and, at the same time, make a positive economic and social impact on the source. But there is still a long way to go…
The wow!bab story: The brand wow!bab is the brainchild of Frédéric Letellier. He worked in the food and food processing industries for over 20 years and has always had a passion for exotic fruits, novel ingredients, healthy living and exploring foreign cultures. By founding his own company – Frutelia – he fulfilled his life-long dream to develop and market his own range of nutritious and balanced products without any compromises. Consequently he only sources simple, natural, and pure ingredients, many of which indigenous peoples all over the world have been using for centuries. Frédéric’s priority is to offer enjoyable and wholesome products that meet modern needs, tastes and values.
We are selling wow!bab in over 20 countries worldwide and our nutrition bars are now available in Ireland at all good health food stores.