In the process they are supporting small organic producers, like a township collective who grow vegetables for sale to the suburbs. Customers of The Ethical Co-op, the largest online seller of fresh organic produce in the Western Cape, can have their orders delivered directly to their door or collect them at a prearranged distribution point.

Besides organic fruit and vegetables, the co-op offers a range of other items, from dairy to household products. It focuses on educating members on the nutritional value and growing cycles of food, plus allowing members to know who the farmers are and where the food actually comes from.