Adina World Beat Beverages
Adina World Beat Beverages was a manufacturer of coffee, tea and juice drinks based in San Francisco, California. The company was founded in 2004 by Magatte Wade, Greg Steltenpohl and Dominique Leveuf. Adina was led by "an international team of entrepreneurs from Odwalla, SoBe and Peet's Coffee" and claimed to preserve traditional beverage recipes from around the world from "being replaced by cola 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, Guatemala, Indonesia, and Ethiopia. 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 and found that cola had replaced traditional hibiscus 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. However, the company is promoting their products in large cities throughout the United States like New York City and Austin, Texas.