Our Story
We handle the market side so farmers can focus on growing.
The Problem We Solve
Urban farmers in Cape Town grow exceptional produce — but struggle to reach buyers.
Cape Town has a growing network of urban farmers producing nutrient-dense food. The challenge isn’t the growing — it’s the market access. Getting produce to customers requires logistics, marketing, payment processing, and customer relationships that take time away from the farm.
Urban Produce is the marketplace that closes that gap. We handle ordering, payments, fulfilment coordination, and customer relationships. Farmers focus on their craft. Customers get the freshest possible produce.
How the Marketplace Works
Six steps from soil to table
1. Farmers grow
Our network of vetted Cape Town urban farmers grow seasonal produce using organic and regenerative methods.
2. Quality check
Urban Produce sets and maintains quality standards. Every product that reaches a customer meets our freshness threshold.
3. Customers order
Customers order online — weekly CSA box subscriptions, individual products, or bundles — and choose their delivery or collection.
4. UP fulfils
Urban Produce coordinates fulfilment — the right farmer, the right product, packed and ready.
5. Farmers get paid
Farmers receive payment for every order fulfilled. No invoicing, no chasing. Just grow and get paid.
6. Network grows
As demand grows, more farmers join. More farmers mean more variety, more resilience, more food security.
Our Mission
Food security through urban agriculture
Urban Produce was founded by Lamese Fredericks, an urban farmer in Belgravia, Cape Town. After building a successful growing operation, Lamese saw the same market-access problem recurring across Cape Town’s urban farming community — and built a solution to share.
Our mission is to make urban farming a viable livelihood in Cape Town by connecting growers to a market that values what they produce.