This company runs the Honey 'Every Acacia a Hive' project that seeks to suspend bee hives on all acacia trees to mitigate deforestation. The entrepreneur engages the community in contract farming for honey, a key component in the products that the company deals in and ensures a market for the honey. This is in contrast to felling the acacia tress for charcoal burning purposes. Proactive therefore encourages the local conservation of the acacia tree in Makueni. The company mainly sells the honey and complementary products e.g. honey based facial scrub to retailers for distribution. This is with a bias to retailers who are mainly interested in stocking organic products e.g. Healthy U stores and the Organic Farmers’ Market. The company is also seeking to enlarge their distribution networks as the demand for raw honey is very high.