Growing a global
cooperative
powered by
smallholder farmers

About us

We invest in smallholder farmers to address power imbalances in the way we grow, distribute, and access food.

  • We are a trusted, global network of 1M+ smallholder farmers.
  • We use our powerful voice to tackle persistent global challenges.
  • We blend traditional wisdom and new technology to strengthen smallholder farmers’ incomes and resilience.

Together, we are growing a profitable, sustainable and smallholder-owned global cooperative. 

Smallholder farmers tackling unequal power in food systems

Climate change and unjust food systems devastate smallholder communities. When smallholders leverage their collective agency, they tackle persistent threats together.

  • Markets: Most smallholder farmers live on less than $2.15 per day. They earn less than 30% of the value generated by their crops.
  • Data: Limited access to data prevents smallholder farmers from making informed decisions, further restricting their decision-making power.
  • Leaders: Grounded in generations of wisdom, smallholder farmers possess invaluable knowledge often dismissed in global discourse.

Our vision is a resilient and profitable global cooperative of smallholder farmers.

What we do

Since 2009, we’ve learned a lot, which drives our commitment to growing an international cooperative owned and powered by smallholder farmers.

Our work focuses on 3 main areas:

  • Digitising Market Access: Strengthening smallholder farmers’ power in food production and distribution through our digital marketplace.
  • Empowering Smallholders with Data: Providing real-time, actionable insights for informed decision-making and tapping into farmers’ wisdom to enhance knowledge sharing.
  • Strengthening Local Leadership: Celebrating smallholder farmers as experts, fostering leadership, and knowledge-sharing through farmer-led initiatives.

Impact: Strengthening incomes and resilience

 

Since 2009, we’ve reached 1.3 million smallholder farmers directly, working hand-in-hand to create positive change.
Our work increases incomes and builds resilience to economic and climate shocks.

Read our 2023 impact report here.

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increased confidence to mitigate shocks

“Before joining (Producers Direct’s market platform), I sold my surplus any way I could. Sometimes, I just gave it to my neighbours for free. After receiving support from youth agents to access the digital marketplace, I sold more bananas and earned more than when I traveled to market on my own.”

Media Person

Birungi Jesca, ACPCU, Bushenyi, Uganda

Our Network

 

Producers Direct is owned by a network of smallholders from East Africa and Latin America. We are united by a shared vision of resilient, united and profitable smallholders. Our initiatives come to life through the dedication of our cooperative partners, smallholder farmers and youth agents, who are also integral members of our team and board.

Who we are

Team
Our team, with roots in East Africa, Latin America, Europe, and the United States, collaborates to enhance the livelihoods, incomes, and resilience of smallholder farmers. Our strategy engages our partner cooperatives and local youth to implement initiatives directly and serve as integral members of our team.

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Sam Webb

Head of Information (UK-Based)

Whilst studying for an MA in Conflict Resolution at the University of Bradford, Sam became interested in issues surrounding international and community development.  Working with an education and community development NGO based in Trujillo, Peru he ran a variety of workshops and programmes – including a photography programme with a  group of secondary students, helping them to explore their community, and communicate their stories to the outside world. He has also volunteered as a community mediator, and worked with education, refugee and community support organisations.

Since joining Producers Direct in 2015, Sam has worked on leading communications of the organisation. More recently he has used his experience of community-led and participatory projects to work on the development of a farmer-led data system to support smallholders across our network.

Outside of work Sam enjoys drumming, running and cooking.

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Trilce Oblitas

Head of Strategy & Partnerships - Latin America (Peru-Based)

Trilce’s passion for challenging the paradigms of development and deep interest to understand the realities of rural, underprivileged and neglected communities in Peru, Latin America and globally has been a priority in her life and career.

Trilce joined Producers Direct in 2015 when she returned to her native Peru after studying and living abroad for 8 years. Her academic training in Development, Sociology and Politics, by Utrecht and Leiden University respectively, grounded her in the social sciences and enabled her to experience work, research and field work in Southern Kenya and in Peru (2012-2014) with a multidisciplinary approach fueled with a critical-thinking that she identifies as key. Trilce has lead the implementation of our model in Peru for the last 8 years and is eager to dive into a more strategy-based role with a key focus on scaling our programs across Latin America.

As a proud feminist, political activist, and a committed Cooperativista, Trilce is sure that sustainability in a changing world is achieved by putting the voice of the smallholder farmers we work with at the center of everything we do.

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Eunice Prudencio Sotelo

Peru Coordinator (Peru-Based)

Eunice lives and was born in Cusco. She has trained as an Anthropologist at the San Antonio National University in Cusco and has a masters degree in Gender Studies from the Pontifical Catholic University in Lima. She has worked as an Assistant Lecturer in the faculty of Anthropology, as an assistant in the educational resources programme with communities, teachers, students and parents with Mine Xtrata – Las Bambas in Apurimac and, in 2015, at the International Association for the Study of Sexuality, Culture and Society – IASSCS, to develop the activities and logistics of the conference program in Dublin, Ireland. All this experience has sought to build her knowledge on rural communities, social and cultural diversity and the gender gaps.

Since joining Producers Direct, her work has been focussed on developing the different aspects of the INSPIRE project in Peru. Concentrating on forming relationships through constant communication with the producer organisations, inclusion of women and young people, and the quality of life, and the recognition of the small producers’ initiatives in Peru.

Eunice is very interested in popular-traditional music, as an expression of cultures, identities and gender.

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Talía Lostaunau

International Growth and Storytelling Manager

Talia was born and lives in Lima. She studied Forest Engineering at Universidad Nacional Agraria La Molina. At that time, she was passionate about Peru, its people, and its natural resources. By the time she finished her pre-graduate studies, she developed an interpretive plan for a Private Conservation Area in the north of Peru as her thesis work. Since then, Talia has worked on developing participatory projects related to conservation, ecotourism, forestry, and agriculture.

After having travelled throughout all the regions in Peru investigating and documenting different sustainable business models led by communities, she became part of Producers Direct in 2018 to support the fundraising team. She knows that she lives in a country full of opportunities, especially in rural areas, and loves to be part of its sustainable development.

Talia collects places. She dreams of visiting the 76 Natural Protected Areas in Peru (she has already been to 30).

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Daisy Little – Savage

Head of Digital ( UK-Based)

An adventurous childhood and a Geography degree at the University of Cambridge cemented Daisy’s passion for international development. That passion ultimately inspired a move to Kampala, to co-found a startup teaching young people to code. She spent the next few years helping organisations in Kenya and Uganda to build their own tech projects, and eventually found her home at Bidhaa Sasa, working with women in rural Kenya to facilitate access to life-improving technologies.
Moving to Nairobi she built out Bidhaa Sasa’s internal tech team and brought the company’s processes into the digital age. Now based back in London, Daisy joined Producers Direct in 2022 to take the lead on all things digital and apply her project management and technical experience to a new set of challenges.
Outside of work, you’ll find Daisy listening to political podcasts, walking her Ugandan street dog, or picking recipes from a collection of cookbooks that is, according to her, rapidly getting out of hand!
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Diana Quintero

International Project Manager, Farmer Data for Decision Making (Peru- Based)

Diana grew up in a rural Colombian family, which has given her a deep understanding of the problems and opportunities of rural communities. After graduating with a degree in business administration, she co-founded Bive, a social enterprise facilitating access to high-quality healthcare for more than 100,600 people in rural areas in Colombia, particularly in coffee-growing communities. After eight years leading her social organisation, Diana moved to Malawi to work at mothers2mothers, an international NGO that empowers women living with HIV to eradicate pediatric HIV/AIDS. There, she became interested in sustainable food systems and climate change. She completed a Master’s Degree in International Development Policy, focused on technology, innovation, and climate-smart agriculture. Diana is our International Project Manager coordinating our efforts in farmer data for decision-making. She leads the development of our digital app Croppie in Colombia, Peru, and Uganda and is excited to scale this technology to millions of farmers.

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Daniela Alvarez Zegarra

Data Analyst (Peru-Based)

Daniela is a Data Analyst residing in Arequipa, Peru. She is passionate about using cleaning data to facilitate accurate predictions and she enjoys building data dashboards. Daniela has a special interest in agribusiness, where she leverages her skills to make meaningful insights.

Beyond her professional endeavors, Daniela is a fan of data science competitions, showcasing her enthusiasm for pushing the boundaries of her expertise. As a result of this, she became an ambassador for Women in Data Science in her city. In this capacity, Daniela is dedicated to encouraging more women and young students to explore the realm of data science and integrate its principles into their respective fields of study.

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William Tinyefuza

Uganda Project Lead

William is a structured, creative and independent thinker, with a personal desire of building businesses that are fundamentally sustainable and socially good.  

Over the years, William has gained significant experience in building and accelerating startups especially in the agribusiness sector. He has helped in the founding of agribusinesses such as; Smartfarming Uganda – An ecommerce platform that sells and distributes farming inputs; Turaco Valley Foods – An agro-processing company that adds value to refugee grown crops; and MtotoCare – A company that makes affordable and reusable baby diapers.

In his free time, William enjoys playing tennis, reading books and watching movies.

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Salama Kasoga

User Researcher, East Africa

Salama is an experienced social science researcher. She has conducted research in health, policy, agriculture, and gender. With a passion for socially impactful solutions that empower communities through evidence-based insights, her expertise lies in conducting thorough research, engaging with stakeholders, and translating findings into actionable solutions.

Salama holds a Master’s in Monitoring and Evaluation, a Post-Graduate Diploma in Monitoring and Evaluation, and a Bachelor of Development Studies. She enjoys traveling and learning new languages. In her free time, she enjoys taking long walks with her two kids.

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David Torres

EUDR Data Coordinator

Peruvian engineer. David helped build a social enterprise over a decade (Nature Services), becoming its Country Manager in Peru. He started working on the ground with Machupicchu´s park rangers and indigenous communities around Manu national park. David was part of technical assistance teams of international cooperation agencies and multilateral development banks focused on Latin America such as GIZ and IDB. Work concentrated on the design and execution of projects related to biodiversity finance, deforestation-free production, ecosystem services, watershed management, and bioeconomy. David has also advised private sector companies on how to best manage their ecological footprint, environmental offset strategies, and nature investments through the cost-effective practice of REDD+, Water Funds, Habitat Banking, and EUDR compliance. David studied Forestry in Peru’s National Agrarian University, La Molina; and, did his graduate studies in Coastal Management at the University of California, Santa Cruz (USA). As part of a new phase, David is now also helping with the creation of an Amazon Sustainability Research Institute within Peru´s Technology & Engineering University (UTEC)

Youth Leaders
Our strategy engages our partner cooperatives and local youth to implement initiatives directly and serve as integral members of our team.

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Carolyne Mutai

Youth Coordinator (Kenya-Based)

Born and raised in the highlands of the rift valley, she developed interest in farming since her parents are farmers. Carolyne has graduated with a Bachelor of Science in Agricultural Economics and Resource Management. She also has a Certificate in Project Planning and Management.

In her role as a youth project coordinator, she has worked closely with Producers Direct Coordinators in the development and implementation of Youth hubs. She believes that youth have a great potential in agricultural practices if equipped with the right technological advancements. Through adequate trainings and data a lot can be achieved to propel the youth objective to be a global network.

Aside from having a passion in photography, Carolyne loves to read books of  vast genres.

 

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Amon Natushemba

Youth Coordinator (Uganda-Based)

Amon, raised in a smallholder coffee farming community in western Uganda, holds a diploma in electrical engineering. Previously managing construction sites, he transitioned to join the Producers Direct family. Currently serving as the ACPCU CoE manager, Amon is dedicated to achieving all Center of Excellence activities. In his free time, he volunteers as an internal control committee member at his primary cooperative. Amon values teamwork and enjoys humor, reflecting a well-rounded and community-oriented approach to his work and personal life.

 

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Agaba Keneth

Youth Coordinator (Uganda-Based)

Keneth holds a Diploma in Business Administration from YMCA University Kampala. He is passionate about agriculture and modernising the industry, and he focuses on fish farming, beekeeping, piggery, and urban farming. As a young farmer interested in business, Keneth dedicates his time to training young people and researching innovative approaches. His projects not only serve as profitable ventures but also as incubation centers, motivating young individuals to join agribusiness and create new job opportunities. Overall, Keneth’s blend of education and hands-on experience positions him as a leader in promoting sustainable and innovative practices in agriculture.

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José Luis Arroyo Unchupaico

Youth Coordinator (Peru-Based)

Jose Luis was born and raised in a rural area of Pangoa. His parents are smallholder farmers dedicated Born and raised in the rural area of ​​Pangoa, he comes from smallholder farmer parents dedicated to coffee cultivation. He studied in the central mountains of Peru, in the National University of Central Peru until 2016. He is an agricultural engineer and has been working for 6 years in the execution of projects in the Pangoa area.

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Angel Peña

Youth Coordinator (Peru-Based)

Angel is from Frias, in the highlands of Piura. He is an agricultural engineer with a diploma in project management. He has always liked the countryside, nature and helping people. He has worked on several projects to support smallholder farmers, one of the most vulnerable groups in Peru. At Producers Direct, he feels proud of being able to support farmers to find new markets and get customers for their products, while ensuring better prices for them.

 

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Jose Herrera

Youth Coordinator (Peru-Based)

Born in San Ignacio – Cajamarca, and holding a degree in Forestry Engineering from the National University of Cajamarca, he brings a wealth of experience in the field, office, and laboratory settings. He specialises in formulating forestry and agricultural projects, with a focus on coffee, cocoa, forestry, and the environment. He aims to see the well-being of farmers. As a youth coordinator, his mission is to ensure project efficiency and tangible impacts on producers.

 

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Julio Marino

Youth Coordinator (Peru-Based)

Born and raised in Chirinos, Cajamarca, Julio has been involved in the coffee sector since 40 years ago when his parents bought a small farm . Coffee farming has been his main source of income, sustaining his family and funding their education. Presently cultivating coffee with distinct honey, peach, and floral aromas on his parents’ farm, Julio focuses on special coffees that are very good in organoleptic quality, and with a physical performance of up to 81 exportable points. Six years ago, he started working in the technical area of the Chirinos cooperative. Julio currently serves as the Youth Coordinator in Chirinos and supports smallholder farmers like himself to become more sustainable.

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Wilton Arevalo

Youth Coordinator (Peru-Based)

Wilton was born and raised in the Amazonas region in Peru. At 19, he was part of the Peruvian army. In 2003, driven by the need to support his family, he transitioned to coffee farming. He then studied business management and worked as an assistant in the planning and budget area within the Health Network of Utcubamba. He then started working in the Bagua Grande coffee cooperative where he took on various roles, including overseeing the storage warehouse, assisting in certifications, and working as a field extensionist. He is currently part of Producers Direct as a Youth Agent.
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Angel Majuan

Youth Coordinator (Peru-Based)

Angel is based in Cajamarca, Peru and he holds a degree in zootechnics from the Universidad Nacional Pedro Ruiz Gallo. In 2019 he founded the FIZ research hotbed, where he was appointed president. In 2021 he began working at the Aprocassi Agrarian Cooperative, serving as head of the productive diversification area with a focus on specialty coffees, climate change and beekeeping. During his stay in this area he crafted a beverage named “Hidromiel” using his bee honey. Recognised for his exceptional performance, Angel was promoted to the position of project assistant manager in 2023 within the same cooperative, where he excelled in coordinating and developing projects. He now supports implementation of Producers Direct’s projects as a youth coordinator. 

 

 

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Byarugaba Remigio

Sales Lead - Uganda

Byarugaba Remigio is an organic farmer with a passion for cultivating coffee, bananas, and poultry. As an agri-entrepreneur, Byarugaba Remigio is the driving force behind Birara Eco Agribusiness and Birara Coffee.

Inspired by a vision of sustainable farming, Remigio co-founded the Mpororo Farmers Network and the Rukungiri Young Farmers Advocacy Organisations. These initiatives focus on uplifting the livelihoods of youth and women, identified as vulnerable groups, through practical agriculture and environmentally friendly farming methods.

Remigio holds a Diploma in Secondary Education from Kyambogo University, a Bachelor’s degree in Agriculture and Rural Innovation from Makerere University, and a Master’s degree in Agroecology.

Remigio is currently the Sales Lead in Uganda, heading our sales commercial teams at Producer’s Direct in Uganda. In this position, he leads the sales team to support smallholder farmers in accessing markets and transforming farming into a sustainable business. Remigio is dedicated to the sustainable development of both Producer’s Direct and the farmers he serves.

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Zena Kassim

Youth Coordinator (Tanzania-Based)

Zena Kassim is a Youth Coordinator at Rungwe and Busokelo Tea Cooperative Joint Enterprise (RBTC-JE) in Tanzania. With a Diploma in Agricultural Production from Mati-Inyala College, Zena has turned her love for farming and animal rearing into a career.

In her role at RBTC-JE, Zena is dedicated to uplifting smallholder farmers, by enhancing production and boosting their incomes. Taking the lead on a honey project, specifically a beekeeping initiative, she extends her impact across eight cooperatives nestled in villages with tea farmers.

Zena is dedicated to ensuring that farmers and beekeepers transition into modern agricultural practices. A transition that will elevate the quality of production and their financial well-being. Her commitment is centered on creating positive changes in the lives of those she works with within the farming community.

Board
Our Board of Directors is a diverse and dedicated group, representing smallholder farmers and members from emerging economies where we work. Comprising members from Europe, East Africa, Latin America, and the United States, they steer our strategy, ensuring accountability and embodying our commitment to inclusive representation.

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Anthony Wainaina

Trustee

As Managing Director of Sidai, a social enterprise operating in the livestock sector in Kenya, Anthony has good knowledge of smallholder farmers and the challenges they face, as well as business development in East Africa.

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Jamie Anderson

Trustee

Jamie Anderson leads CGAP’s work on rural and agricultural livelihoods, focusing on women and their critical roles in food and financial systems. Previously she managed CGAP’s work across key client groups, including women, youth, and forcibly displaced persons, and demand-side research with smallholder households, which included national surveys in Mozambique, Tanzania, Uganda, Côte d’Ivoire, Nigeria, and Bangladesh and financial diaries in three markets in Mozambique, Tanzania, and Pakistan.

Before joining CGAP, Jamie worked as a technical adviser in Rural Finance at the International Fund for Agricultural Development and as an independent consultant in rural and agricultural finance for the Boulder Institute of Microfinance and GIZ. Her experience in agriculture is both in research with the University of California Small Farm Center and on-farm in fresh-market organic vegetable production.
She has an MBA, MS in Agricultural and Resource Economics, and MS in International Agricultural Development from the University of California at Davis and an undergraduate degree in French from the University of Virginia.

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Michael Montalvan Tineo

Trustee

Michael is the General Manager of CAC Chirinos Cooperative, based in the North of Peru. He grew up in Chirinos as the son of a coffee farmer, and holds a degree in Business Administration. Michael has worked in the cooperative for a number of years, before being promoted to the General Manager of Chirinos three years ago. Michael has been a strong supporter of the work of Producers Direct since becoming General Manager, including in the implementation of Centre of Excellence activities at Chirinos.

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John Shaw

Trustee

John is an experienced finance professional who spent much of his career in a commercial business within the public sector, before moving into the charity sector. He is a Fellow of the Chartered Institute of Management Accountants and his last full time role was as Finance Director of Oxfam, stepping down in 2009. Since then his portfolio has included Trustee roles at Tearfund and Farm Africa, as well as a non-executive Director role at Cafédirect, where he was on the Board for over 10 years, stepping down in 2020. In both Trustee roles he was the Honorary Treasurer and at all three organisations he chaired the Audit & Finance Committees. During his time at Farm Africa he represented them as a non-executive Director on the Board of Sidai Africa, a Kenyan company, established by Farm Africa as a social enterprise veterinary services business working with smallholder farmers across Kenya. He joined the Board of Producers Direct in December 2023 and brings a wealth of financial management and governance experience as well as a passion for the important role of smallholder farmers.

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Gregory Mugabe

Trustee

Gregory is an advocate for environmental conservation, community development, and sustainable resource management. He has experience in program management, corporate governance, and policy implementation, specialising in farmer institutional development and tea marketing. Gregory has actively contributed to various projects, including leading Kayonza Growers’ Tea Factory to receive the prestigious Equator Prize from UNDP in 2015, representing the organisation at COP21 in Paris. Through collaborations with NGOs like CARE International and Fairtrade International, Gregory has actively contributed to conservation programs and agricultural production systems, empowering farmers to enhance productivity. Beyond his professional roles, as a smallholder farmer, former field manager, and Chairman of the Board at Kayonza Factory, Gregory deeply understands the challenges faced by smallholders, from market access and inputs to finance and product diversification.

 

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Wendy Chamberlin

Trustee

Wendy is a development professional with over 17 years of experience working in both the philanthropic sector and in direct implementation,  including a specific focus on developing and delivering solutions to drive financial inclusion in emerging markets. She spent over 12 years working for the Bill & Melinda Gates Foundation with a large portion of that time working on digital financial services for smallholder farmers and women’s economic empowerment. She served as the  Global  Programme Director with the Boma Project and is now working as a consultant for CGAP (Consultative Group to Assist the Poor) and  CARE USA in Nairobi.

Wendy has been a key supporter of Producers Direct for many years, since first connecting with us through her work with the Gates Foundation. Wendy’s expertise includes fundraising and donor connections, organisational culture; strategic planning and implementation; and has worked on programme development and implementation with smallholder farmers focussing on technology development; financial inclusion, and gender. Wendy is from the US but moved to and has been living in Nairobi with her family for the last three years.

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Esperanza Dionisio

Esperanza Dionisio Castillo served as the General Manager of the Pangoa Coffee Cooperative in Peru’s Selva Central for over 20 years, becoming the first woman to lead a cooperative in Peru. A true pioneer, Esperanza was among the first women accepted into Peru’s national agricultural university in 1967 and joined CAC Pangoa in 1977, where she was the only woman among 60 agricultural engineers. During her tenure, she became a powerful advocate for gender equity and women’s leadership in the male-dominated coffee industry. Esperanza spearheaded the “School for Leaders” initiative, a program designed to empower youth and women in partnership with Cafédirect. Launched in 2009, this initiative was scaled in collaboration with Pangoa, Esperanza, and Producers Direct to support the next generation of farmers and leaders. Though she stepped down from her role at Pangoa in recent years, her influence remains strong. A long-time supporter of Producers Direct’s farmer-led model, Esperanza has worked closely with the organization since its founding in 2009. She officially joined the board in June 2024, bringing her wealth of experience and her reputation as a dynamic speaker and advocate. Her deep commitment to empowering women and youth continues to make her a vital voice in the agricultural sector and a valued leader at Producers Direct.

Unlocking Partnerships

 

We identify and leverage the unique capabilities of our partners and unite them toward a common goal: to strengthen farmers’ incomes and resilience. By harnessing the collective power of their diverse expertise, we create a world where smallholder farmers thrive.

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