Marrow's Market Garden (MMG) is based near Levin in the lower North Island of New Zealand. 1 It is a medium-sized family-owned market garden that produces several varieties of vegetables to service the farmers' markets, and retail and wholesale markets in the bottom half of the North Island. The company's output, staff numbers, and customer base have steadily grown since it was established in 2012. MMG's current strategy is "to supply quality vegetables to our customers while minimising our impact on the environment". The references to quality and the environment in this strategy indicate that MMG's management takes quality and environmental issues seriously, and that performance in these areas will determine MMG's reputatio