The company is aimed at professionals and business owners who want to participate in agriculture but lack the time or technical expertise to manage operations themselves. Operating under the model "Own. Grow. We do the work," the platform oversees farm infrastructure, labor, agricultural inputs, crop management, harvesting, and market coordination.

Participants can engage with the venture through three structures. The "OWN" tier focuses on land acquisition, the "GROW" option provides managed production without buying the land, and the "OWN + GROW" track combines both property acquisition and farm management.

Anidugbe pointed to rising food prices and concerns over food provenance across Nigeria as key reasons for starting the agricultural venture. He drew on his background across entertainment, fashion, and hospitality to design the venture's operational framework.

"I don't see agriculture as me suddenly becoming a farmer," Anidugbe said. "I see it as another chapter of the same story, which is building something, putting the right people and systems around it, and hopefully creating something that can outgrow me."