Commercialisation of the products derived from hibiscus sabdariffa especially the building of the beverage brand 'Simply Hibi'. Primary production is by contract with circa 2,000 smallholder, traditionally subsistence, farmers in the north and east of Uganda all being trained in sustainable and improved essentially organic agricultural practices. Initial value addition takes place in Jinja and final product is made in Kampala and marketed in East Africa under licence whilst surplus is exported for production of Simply Hibi in the UK.