The business identified a problem of inconsistent supply of strawberries within niche retailers, located in prime locations around Johannesburg. Thus, it plans to grow strawberries consistently in and out of season in a controlled environment using hydroponics and then sell primary produce to customers without the limitations of seasonality. Niche retailers ordering strawberries tend to also demand complementary produce such as mint. Baya Fresh will procure this mint from the ecosystem of other small urban farmers under an Urban Agriculture Initiative with a view to supporting the growth and sustainability of other small urban farmers.