Creative Alternatives works with marginalized producers in rural and urban areas of Kenya. The producers take pride in the product ideas they are able to develop and market through Creative Alternatives. The producers are self employed men and women, largely young and middle aged, who have failed to get formal employment. They have thus had to seek employment in the jua kali (which translates into hot sun in the Swahili language) sector. They work in groups, small family owned businesses or as individuals.