It started with a simple drink, or more accurately, the inability of Senegalese-born Magatte Wade to find it when she returned to Senegal. In searching for a hibiscus drink she remembered fondly from her childhood, it was nowhere to be seen in Dakar. The reason, she discovered, was that as Senegal’s wealth increased so did their attitudes towards the traditional things that once marked their daily lives. Feeling that they should be more Western to match their growing status, simple things like her beloved hibiscus juice were disappearing. Fearing her culture would disappear too under the forces of globalization, she co-founded Adina World Beat Beverages, not only preserve, but spread traditional recipes from around the world. Rather than wait for the West to come to Africa, she decided to bring Africa to the West.