Our mission is to improve market access and decision-making in the supply chain for smallholder farmers and buyers.


Farming Data was created to invoke positive changes and improve decision-making in communities around the world using data. A lot of information about informal agricultural markets remains unknown, and we believe that solving issues from the bottom-up is one way to assist policymakers and other organisations to make data-informed decisions. Our model of thinking is to sustainably generate large-scale data on informal markets using tools that are explicitly designed to increase smallholders’ income.

Who we are

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 holds a PhD in plant epidemiology from the University of Cambridge, where he modelled the spread of cassava diseases.

Greg Wilsenach
Software engineer and Business coordinator

Greg began working at the company as a software engineer, product designer, and business coordinator. He now helps coordinates with partners in the UK and Europe.  He holds a master’s degree in mathematics and a PhD in mathematical logic both from the University of Cambridge.

Andrea Lugo
Operations Manager

Andrea manages operations activities in Colombia, including engagements with producer groups, buyers, and partner organisations. She is a Professional in Modern Languages with fluency in Spanish, English, French, and Italian. She is also passionate about translation.

Alex Diaz
Senior platform developer

Alex focuses on developing our app. He has a background in physics (MSci 2015) and also enjoys learning foreign languages.

Our advisors

Dr Lara Allen
CEO of the Centre for Global Equality
Director of Implementation and Impact for Cambridge Global Challenges

The Centre for Global Equality is a Cambridge-based civil society organisation that evolves innovative solutions to global challenges by facilitating collaborations between academic researchers, businesses, governments and under-resourced communities in low- and middle-income countries. Lara Allen is also an Affiliated Lecturer of the Centre of Development Studies at University of Cambridge, and Director of the Cambridge Inclusive Innovation Hub, which enables innovation with and for the world’s rising billions.

Prof Chris Gilligan
Head of Epidemiology and Modelling Group
University of Cambridge

Dr Lisa Curtis

Our partners and supporters

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