Nugreen Kenya Ltd operates not only its own farm but also serves as an agricultural marketing company that employs an integrated approach. This includes providing horticultural financing for farm inputs, delivering high-quality extension services, and facilitating market linkages for smallholder horticultural producers. Nugreen’s mission is to partner with smallholder farmers in Kenya, offering them reliable markets and superior extension services to maximize their returns on horticultural investments.

Horticulture is a vital subsector of Kenya's economy, particularly in terms of rural employment, income generation, and foreign exchange earnings. It is estimated that this sector directly employs 2.5 million people and indirectly benefits 3.5 million more. Horticulture is a significant source of income for both rural and urban populations.

Nugreen aims to replicate its success across selected value chains within the horticultural sector, starting with sugar snap peas, mange tout, and French beans. However, achieving this success requires scaling up operations and investing in the necessary infrastructure and technical capabilities to ensure effective and efficient service delivery, especially given the low production levels and profit margins experienced by individual smallholder farmers. To build the capacity needed, Nugreen collaborates with development agencies and financial institutions for both financial and technical support.