As a member of the World Fair Trade Organisation, Undugu follows all the principles of fair trade and best management practices in forging business and social partnerships. Undugu seeks to empower lives through trade. The social enterprise provides marketing support to disadvantaged producers and artisans and challenges market accessibility on their behalf. The joint venture was formed in 2010, between the Undugu Society of Kenya and The Awendo Foundation, a promoter of economic self-reliance. The proceeds from the business are put back in to expand opportunities for existing and new producers, as well as finance social programs that positively touch the lives of the less privileged in society.