Our Vision

To improve market access and streamline supply chain transactions for smallholder farmers and buyers.

Why do we do what we do?

Why do we do what we do?

More than 3.5 million small-scale farmers

in Colombia. 15 million in Latin America and 60% of the population of sub-Saharan Africa.

Over 60% of agricultural produce is unsold

in Colombia. There is up to a 300% difference between farm-gate and store prices.

67% of phone users will have smartphones

by 2020 in Colombia, up from 51% in 2018, with significant rural adoption.

How does it work?

Our platform is built for SMS, voice messages, or smartphone.

How it works for different types of users


For individual farmers

SMS or smartphone

Farmer groups

For reps or managers of farmer groups

SMS or smartphone


For buyers in the supply chain

Smartphone or web

Big Data lovers

For policymakers, data analysts

Smartphone or web

Pre-register to trial our platform

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About our journey

  • 2016

    How we started

    Our co-founders met during their PhDs at the University of Cambridge. Brought together by their interest in global food security, they began brainstorming ideas on how technology can enable smallholder farmers to earn more for more. The team further developed the idea and successfully pitched to Pre-Accelerate program at the Cambridge Judge Business School.

  • May 2017

    Serious Impact Accelerator

    We entered the Allia's Serious Impact Accelerator, where we learned about how to manage a social impact venture. This included sales & marketing, operations, and finance.

  • July 2017

    Winning the Agri-Tech East GROW competition

    We won the best Business Plan award, as part of the Agri-Tech East GROW competition. The support we received from our mentors during this competition was fundamental in helping us improve our thinking.

  • Nov 2017

    Prototyping at the Serious Impact Incubator

    We accelerated our startup's development at the Allia Serious Impact incubator. This included a focus on prototype development so that it would be ready for piloting in our next phase. Our specific aims were to finalise the platform prototype so that it works seamlessly between smartphones and basic SMS phones.

  • Join us
    on our

    Interested in our activities?

    We're getting ready to trial our platform. Whether you're a farmer, buyer, member of a farmers' group, or a data analyst, we're more than happy to hear from you. Join us on our journey by registering your interest below.

Our team

Dr Jacqui Poon

CEO & Co-founder

Jacqui coordinates business and product development and oversees partnership engagement. She holds a doctorate in plant pathology (2016) from the University of Cambridge and has a background in cassava post-harvest deterioration (MSc 2012). She believes that enabling smallholder farmers to access better markets makes a positive impact on their livelihoods.

David Godding

CTO & Co-founder

David manages tech development of our platform and develops algorithms for our data analytics. He is a PhD candidate for plant epidemiology at the University of Cambridge, where he models the spread of cassava diseases.

Dr Paul Bergen

Director & Co-founder

Paul has a background in bacteriology and infectious diseases. He holds a doctorate from the University of Cambridge (2018). He sees that health, food security, and family income are intricately linked, so he believes that giving smallholder farmers the tools and data to reach better markets will greatly improve their quality of life.

Greg Wilsenach

Systems engineer

PhD Computer Science
University of Cambridge

Kelvin Mei

Platform developer

PhD Physics
Princeton University

Dr Marcel Meyer

Platform developer

PhD Epidemiology and Modelling
University of Cambridge

Interested in finding out more? Want to join us?

If so, contact us below.


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