Growing a global
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.

If you are based in Kenya, please visit our micro-stie with more information about how to buy honey directly from our producers:

  • Empowering Smallholders with Data: Providing real-time, actionable insights for informed decision-making and tapping into farmers’ wisdom to enhance knowledge sharing.

Click to learn more about how are work on the Croppie project is making this possible:

  • Amplifying Collective Power: Celebrating smallholder farmers as experts, fostering leadership, and knowledge-sharing through farmer-led initiatives.

Our Products and Services

To deliver our programmes we have developed a number of products and services for smallholder farmers. Click below to see more about our 3 main ones and watch this space for more.

Place: Chirinos District. Cajamarca region. Country: Peru.	Person: Luz del Carmen Suarez (member of La Prosperidad de Chirinos Coffee Cooperative)	Activity: checks the orders for her products in the Producers Direct app.

Farm Direct

Unlocking Access to Markets for Smallholder Farmers



AI-assisted coffee yield estimation



 Proudly produced by smallholder farmers in Kenya directly for you – available in Kenya


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.

increase in incomes
diversified and sold +2 crops
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.

Latest News

Who we are

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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Claire Rhodes

CEO (UK-Based)

A biologist by training, Claire’s early career involved counting Costa Rican caterpillars and other environmental conservation efforts, before realizing much of the earth’s biodiversity is managed by smallholder farmers and there is a lot to learn from them.

Claire joined Cafédirect Producers’ Foundation in 2009, attracted by the goal to be an organization led by smallholder farmers for smallholder farmers.  Before joining Producers Direct, Claire worked with a number of organizations to promote the expertise and leadership of smallholder farmers and grassroots communities. This included seven years with the US-based non-profit Ecoagriculture Partners, and work with the United Nations Development Programme, the Bill & Melinda Gates Foundation, and the UK Department for International Development.

As well as being passionate about making Producers Direct’s model work for smallholder farmers, Claire has a deep personal interest in the long-term sustainability of the world’s coffee supply. “Sin café, no hay mañana”

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Katie Messick Maddox

COO (US-Based)

Katie joined the Producers Direct team in 2014 after relocating from Nicaragua to London with her family. Her passion for working with ambitious organizations was sparked over 15 years ago while advocating for the rights, voices and visions of indigenous peoples at Cultural Survival. From this foundation, Katie led youth leadership programmes with the YMCA and Peace Corps Paraguay, before pursuing a Masters in International Development Policy at Duke University. Katie worked with Save the Children US and Restless Development Uganda before returning to Latin America as the Nicaragua Country Director and later the Director of Operations for Manna Project International. Katie led Producers Direct’s Fundraising and Partnerships for 6 years before stepping into the COO role.

When Katie isn’t at work, you’ll find her chasing around her 2 young boys and trying to enjoy a hot cup of coffee.

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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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Anncate Ndwiga

CFO (Kenya-Based)

Anncate’s passion in finance and accounts has helped in creating solutions for companies and farmers, especially in helping them understand their finances ,record keeping and decision making. Anncate is currently pursuing a Certified Investment and Finance Analyst (CIFA) professional accreditation and is a Certified Public Accountant (CPA K), registered with ICPAK (Institute of Certified Public Accountants Kenya). She holds a Bachelor of Commerce (Finance and Banking) Degree. She has extensive experience in accounting of over 7 years where she has worked in the Fresh Vegetables and Fruits Export industry in Kenya, with markets in the EU and the Middle East while supporting smallholder farmers as producers. She has also worked in an Architectural firm dealing in architectural design, planning and consultation. Her experience has given her a wealth of knowledge in finance analysis, problem solving, attention to detail, conformity to accepted financial and accounting guidelines and ability to make well thought out decisions.

Anncate loves cooking and travelling. Recently she has developed interest in yoga and cycling as a way of relaxing

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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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Sarah Mackay

Fundraising Consultant (UK-Based)

Sarah lives in the UK, and after studying a Masters in International Development at Leeds University, has worked for a number of different charities as a fundraiser. These include a charity helping women offenders (TWP), University College London and Sands (stillbirth and neonatal death charity). She went on an adventure to Peru in 2012 to pilot an amazing idea called Wefarm, and was there when farmers from Kenya connected with farmers from Peru for the first time. She started working for Wefarm in 2016 in a grants and partnerships role, and has now come full circle to support Producers Direct raise critical funding and strengthen strategic partnerships.
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Talía Lostaunau

Fundraising Manager (Peru- Based)

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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Stanley Masinde

Software Developer (Kenya-Based)

Hi, I’m Stanley. I’m a software engineer living in Nairobi, Kenya. I am a fan of technology, IT, and web development. I’m also interested in Farming and Agribusiness.
I have great passion in using tech to improve agriculture by providing farmers with access to data they need to make day to day  decisions.
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Benard Ochieng

Finance & Operations Coordinator (Kenya-Based)

Benard started his career as a trainer of accounting and auditing before joining Smallholder Irrigation Scheme Development Organization (SISDO) where he worked with smallholder farmers and businessmen and women in the outskirts of Nairobi, helping with business development and financing programmes. After studying Co-operative Management from Co-operative University of Kenya, his passion for co-operative movement continued when he joined Tembo Sacco Ltd as an accountant and was also involved in product development and project management. He has also worked in the software and impact investment industries, most recently with Volta Capital, a UK impact investment advisory firm, mainly focusing on education, health and sustainable agribusiness.

He is a Certified Sage X3 Financial Consultant, a Certified Credit Professional and a Certified Public Accountant of Kenya. Benard also holds a degree in Finance and Banking from Moi University and is a registered member of the Institute of Certified Public Accountants of Kenya (ICPAK).

After visiting the East African countries and 45 of the 47 counties in his home country, Kenya, Benard’s thirst for adventure is not yet quenched as he plans to next visit South East Asia and Latin America.

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Margaret Mimoh

Honey Product Manager (Kenya-Based)

Margaret K. Mimoh is a woman entrepreneur, highly experienced in beekeeping, honey processing, value addition of honey, dried fruits and vegetables, training small scale producer organizations in enterprise development and marketing with over 20 years’ of experience in the private sector perspective.

Mimoh was involved extensively in the management and coordination of beekeeping development initiatives in a number of countries across East Africa through Honeycare Africa Ltd for 20 years where she gained a wide knowledge and understanding of small holder enterprises for economic strengthening.

She has been involved in reviewing the Kenya Honey Standard through the Kenya Bureau of Standards. She has gained extensive knowledge in development, designing and implementation of profitable community initiative across the region.

She has undertaken various business supplies and consultancies across the region, she is from a management background and is result oriented. She has gained a wide knowledge in training small farmer organizations in business development and marketing. She is conversant with resource mobilization, markets and organizational development approaches for small farmer organization from a private sector perspective.She holds a bachelor degree in Business Development Studies -Entrepreneurship Option from The Management University of Africa.

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Gertrude Bosire

Communications Manager (Kenya-Based)

As Communications Manager, Gertrude works closely with our internal teams and our network of smallholder farmers to highlight the power and impact of our work. 

Over the past decade, Gertrude has worked in communications and research, across multiple fields- from entrepreneurship, reproductive health, governance, and radicalisation.

Before joining Producers Direct, Gertrude worked extensively with young people in East Africa, sharing their stories of impact and amplifying their voices. Gertrude believes in the power of stories and she is passionate about telling these stories to inspire and create meaningful impact.

Gertrude has a degree in Journalism from the United States International University (USIU).

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Ronny Garcia

Peru Commercial Manager (Peru-Based)

Ronny joined the Producers Direct team in 2021, from a previous role, leading one of the largest cooperative organisations in Peru.

Ronny has worked with small-scale producers in rural development for more than 17 years. His experience in similar positions managing and building diverse business portfolios, working on his strengths such as rural finance and fund management with multiple foreign and local banks, business management and partnership governance is what has always motivated him.

Ronny has participated in specialised coffee fairs in Europe, Asia and the USA. As commercial manager for Peru, Ronny’s work includes articulating networks of partners within the framework of a shared brand, providing support to financial and accounting operations, as well as other training activities for the target groups of producer organisations.

Ronny graduated with a Master of Business Administration (MBA) with a mention in general management at the ESAN University in Peru, he carried out specific leadership and innovation studies at the ESADE University of Barcelona in Spain and received training in stock price risk management (PRM) by Oikocredit in Costa Rica. He likes coffee and enjoys it even more if the coffee is direct from producers. He also enjoys driving and visiting new places. 

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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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Nick Coates

Head of Business Development (UK-Based)

Nick moved to London from New Zealand in 2007 to pursue a career in finance. After 2 years and one too many bad coffees, he decided to take the leap into entrepreneurship. Federation Coffee was founded in 2009 and grew to two locations, a wholesale coffee roasting business, as well as a commercial bakery, before being sold in 2014.

Nick then joined Virgin Start-Up and worked with over a thousand startups in his roles as a Business Advisor – helping founders fine-tune their business models, and subsequently leading the lending team as a Senior Investment Manager. After several years consulting in a wide range of industries from food-tech and hospitality to private healthcare, Nick joined Producers Direct as the Head of Business Development to lead commercial strategy and development of Producer Direct’s wider business model.

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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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Redempttah Mutua

Senior Sales Manager (Kenya-Based)

Redempttah is a highly motivated senior sales manager with extensive customer service and sales experience. She is an outgoing sales professional with a track record of driving increased sales, improving buying experience and elevating the company profile with the target market. Redempttah is diligent about working closely with the sales team to maximise business revenue and drive the teams’ performance.

She has studied sales and marketing, a field of study she became passionate about and has had an opportunity to work in for over 20 years now. Being able to run the sales world for some time now has enabled her to start ventures like farming and beekeeping. Redempttah is looking forward to growing the company to greater heights. Running the Producers Direct’s commercial team has been the most fulfilling part of her journey here thus far. Redempttah prides herself in the number of business and relationships she has across the world which brings out the best leader in her.

Redempttah is a mother to many and inspires everyone who interacts with her. She is a loving and caring mother of 5 and truly believes that the most precious gift is family. She believes that families are like branches on a tree – we grow in different directions yet our roots remain as one.

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Pablo Borasino

UX Researcher / Investigador de Usuario (Peru-Based)

Pablo joined Producers Direct in January 2023 as a user researcher. Since then he has been dedicated to connecting the Digital Team with users in the field, providing feedback for the development of the virtual platforms and for the organisation of the work of the PD teams.

As a philosopher, Pablo does not accept explanations with gaps or flaws. As an interviewer – he says – he feels – sort of – like Socrates helping his interlocutors to give reasons for their decisions and attitudes. But for him, there is nothing more valuable in life than connecting with others and understanding them deeply.

Pablo also likes to connect with people in other ways when he is not working: through music, literature, and cooking. If he invites you to his home for lunch, don’t pass up the opportunity.

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Jason Archie

International Commercial Programmes Manager (UK-Based)

Spurred by a  passion for seeing the global food system transformed so smallholder farmers retain better value from the food they produce, Jason joined Producers Direct in 2023 as International Commercial Programmes Manager. 

Based in London, he has held commercial roles across the FMCG and fresh produce sectors, working with farmers and food manufacturers to market agricultural produce and value-added products into European retail markets. He has direct experience working with agribusinesses –most notably across West Africa – to establish growing projects, improve product quality standards, and facilitate access to export markets. He achieved his doctorate at Alliance Manchester Business School and is currently a member of the Food Ethics Council and Asia-Africa Centre for Sustainability in the UK. His research work on responsible business in the agro-foods industry has been published in leading International business journals

Having also worked at a number of national cultural arts institutions, he has a track record of  using entrepreneurship and creativity to facilitate social change. When not busy finding ways to create market access for smallholders  he is passionate about collaborating with like-minded individuals and organisations to share stories and curate spaces where people can come together to learn more on the reality of our global food system

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Alessandro Cordano

Commercial Growth Manager (Peru-Based)

Alessandro has more than 10 years of experience in the global food trading industry. He finished his career in Industrial Engineering at University of Lima, and has experience in financial modeling using information systems. Alessandro has professional experience in fruit trading companies around the world such as Tridge Korea and TruMarket. Both companies use technology to leverage market intelligence and generate business. This evidences that he is passionate in transforming and adding value to sustainable and responsible value chains, by leveraging technology. His work on Producers Direct is focused on increasing impact for the producers through commercial growth strategy. He also loves trekking and outdoor activities in nature.

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Mutuku Muli

Full-stack Software Developer (Kenya-Based)

Mutuku is a full-stack developer with an interest in transforming the agricultural industry through inventive technological solutions. With a deep-rooted commitment to merging agricultural expertise with cutting-edge software development, he thrives on creating solutions that optimize efficiency, sustainability, and productivity in agribusiness operations.

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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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Cristian Bello

Head of Digital Programs

Cristian is driven by a desire to use technology for the greater good. Since 2014, he has dedicated his career to social impact companies, initially in educational technology and currently in agricultural technology. Continually curious, Cristian enjoys exploring new ways that technology can positively influence lives.  Outside of work, he’s busy doing sports, mainly surfing and tennis

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Pauline Njiru

Production Assistant (Kenya-based)

Pauline is a production assistant. She started her career in Sales and Marketing, specialising in cooking oil and maize flour. Driven by curiosity and passion, she made a career shift to the production team, dedicating six years to understanding the intricacies of processing these commodities. Along the way, Pauline studied food science and earned a degree in Marketing and Public Relations.

Beyond her professional pursuits, Pauline finds joy in cooking, cultivating the land, and she has a newfound interest in beekeeping.

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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.

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.

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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Christele Delbe


Based in London, Christele brings a great depth of experience in sustainability and supply chains. Now an independent consultant she has, amongst other roles, previously worked as Head of Sustainable Innovation for the Vodafone Group.

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Anthony Wainaina


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


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


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


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


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


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.

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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