Our Founder + CEO
Hisham Salih’s story begins in Khartoum, Sudan — a place where the mighty baobab tree stands like a guardian of the land. Its fruit has nourished African families for generations, offering hydration, strength, and healing. For Hisham, the baobab wasn’t just a superfruit. It was part of the rhythm of life. It was home.
Growing up between countries because of his father’s work and his own education, Hisham learned independence early. By 15, he was living on his own — cooking not as a hobby, but as a lifeline. Over time, that necessity became a passion. He absorbed flavors and traditions from the Levant, Arabia, Egypt, and Nubia, blending centuriesold culinary wisdom into his own creative expression.
In the early 2000s, Hisham moved to London to pursue a future in finance. But life had other plans. While studying, he found himself back in the kitchen — first in a boutique restaurant in Notting Hill Gate, then cooking for film sets and concert crews. Feeding people brought him joy. It connected him to culture, to memory, to humanity. But family expectations eventually pulled him toward completing his postgraduate studies and stepping into the corporate world.
He succeeded — joining multinational companies and building a strong career in finance. Yet the pull of food, culture, and community never left him.
In 2011, Hisham returned to Sudan and founded an accounting practice and training center to help students earn their Certified Management Accounting credentials. There, he witnessed the resilience of communities living through hardship — their strength, their generosity, their spirit. It reignited something in him: a desire to give back, to uplift, to preserve the taste and story of Sudan’s hidden treasure — the baobab fruit.
In 2015, Hisham immigrated to the United States with a mission burning inside him. Everywhere he went, people were fascinated by the baobab’s flavor and benefits. He knew the world was ready for it — but not as a powder hidden in smoothies or a messy kitchen project. It deserved to shine.
And so, BaoBlast was born.
Hisham crafted the first premium organic baobab liquid elixir — a functional, readytosip beverage that carries the brightness of Africa, the joy of his childhood, and the wisdom of generations. BaoBlast connects cultures, honors the farmers who handharvest baobab from ancient trees, and offers a clean, vibrant alternative in a world crowded with artificial energy drinks.
Today, BaoBlast stands as a celebration of heritage, wellness, and purpose. A portion of every bottle supports native communities in baobabharvesting regions — because the story of this fruit belongs to them first.
Hisham’s journey is one of resilience, culture, and joy — and he invites you to join him in bringing the spirit of Africa to the world, one delicious BaoBlast at a time.