"Let’s be clear: we're not starting a business here to earn money; our true goal is to scale the impact. The real power of thousands of urban farmers lies in how it changes market dynamics. When our collective is big enough—even if we're just selling surplus locally—the traditional food trade has to take notice. Suddenly, they realize there's a huge, discerning demand for high-quality, chemical-free food grown nearby. This forces the entire system—from seed suppliers to local vendors—to become more responsive to consumer demands for better standards and freshness. Even better, all those pushing plant hormones, artificial colours, and harmful chemicals for profit will finally get a notice to behave correctly. We're essentially creating a market signal that’s too loud to ignore, pushing the trade towards ethical practices, which is a huge potential win for everyone."