URFA is an urban regional approach to a sustainable and manageable regional food system. Its focus allows control over a number of things: for example, the only controllable social and natural environment - our region. In the social environment it includes and empowers by building on primary relationships, creating more meaningful social business relationships through technology focussed on like-minded people in a region. In the natural environment, it allows for a more accurate understanding of supply and demand on the basis of what urban consumers, retailers and wholesalers and other food outlets actually want and posts the data to the regional food map. In this way, regional farmers can organise to supply not just staples but also develop new product lines.