Rachmansyah Putra Herwananda Pengarang Aryo Indra Djati Dosen Pembimbing 1

The Usage of the abandoned land has been done by the society. The land generally is being as a physic garden or commonly known in Indonesia as TOGA ( Tamn Obat Keluarga) without using economic motivation and only for environmental purposes. According to Indonesia Organic Groups (2010) as cited in Deliana (2012) in 2009, organic farming was 66.723 hectare and its managed by 6,050 farmers spread across Indonesia, so it only supply 31,2 % to whole organic market in Indonesia. SME has an Important role in Indonesia economy. According to Oxford Business Grup (2016), SMEs play a vital role in the Indonesian economy, contributing close to 58% of GDP and employing more than 97% of workers. TRi Alam Lestari at the begining is also use abandoned land for environmental purpose only. But because of the CSR program from Trubus, Tri Alam Lestari starts to develop the usage of that abandoned land into an urban farming enterprise. This research is using qualitative methods to discuss about the urban farming enterprise of Tri Alam Lestari and what strategies are needed in order to be accepted in the market.